Sustainability and eco-efficiency are no longer marketing buzzwords; they’re core values that are at the heart of every company in the robotics and automation sector and are responsible for driving some of the most pivotal innovations in modern history. Every company has environmental targets to hit, but here’s the burning question: are your sustainability efforts stopping at the factory floor?
The Sustainability Paradox in the Automation Sector
Automation machinery companies are commendably investing in sustainable manufacturing and operations, and yet, there seems to be a blind spot when it comes to marketing. Robotics companies shout about the energy efficiency of their products and how they’re helping to reduce carbon emissions and contribute to a greener future, but if marketing these eco solutions is damaging to the environment, is your company really as sustainable as it thinks it is?
As leaders in the automation and robotics industry, it’s vital to address this paradox head-on. Are you truly sustainable if you neglect the environmental impact of your marketing strategies?
The Hidden Environmental Impact of Traditional Marketing and Sales
Marketing is a vital to success, and without it, sales would be few and far between. However, traditional marketing methods can be extremely damaging to the environment. Consider this: a single print advertisement contributes to deforestation, energy consumption, and excessive waste. In fact, one billion trees are being cut down globally for paper production every year. If your robotics solution helps with reforestation but is marketed through deforestation, you win no sustainability points.
Trade shows are the bread and butter of marketing for the manufacturing industry, but physical events generate massive carbon footprints, leaving behind a trail of discarded promotional materials. In fact, around 60% of the waste produced at trade shows ends up in landfill, producing tons of CO2 emissions as it rots. This is before the CO2 produced by transporting people and products to and from events is factored in.
When the marketing is done, it’s time for the sales teams to take the reins, but this just as unsustainable. Physical demos are always vital before purchasing decisions are made, but do they need to be done at the beginning of the sales funnel? Is it sustainable to have several salespeople on the road at once doing multiple product demos in an industry where leads can take months to nurture?
When 92% of businesses say they plan on being more sustainable, it’s time to acknowledge that traditional marketing methods and sales presentations are far from sustainable.
Overcoming Marketing Inertia
While the robotics and automation industry as a whole is one of the most forward-thinking and innovative on the planet, there’s often a staunch reluctance to deviate from tried-and-tested sales and marketing processes. Traditional marketing and sales methods aren’t sustainable, but from a business perspective, they are perceived to work, leaving businesses in a state of marketing inertia.
What if we told you that you can still attend trade shows, but drastically cut down your carbon footprint whilst doing so? Or that you can easily streamline the sales funnel and reduce CO2 emissions whilst still delivering realistic, accurate product demos? Not only that, but also dramatically reduce the duration your sales cycle.
Change can be daunting, but it’s not necessarily hard:
- Shift to digital platforms: Leverage the power of online channels to reduce paper waste and carbon emissions.
- Embrace MARTECH3D’s award-winning 3D marketing and sales platform: Explore how our 3D virtual showrooms, interactive product demos and 3D AR product viewers can transform your marketing and sales campaigns.
- Craft compelling sustainability narratives: Highlight your eco-friendly initiatives and engage consumers who prioritise sustainability through eco-friendly marketing mediums.
You’re market leaders and forward thinkers – make sure your marketing and sales processes reflect the sustainable solutions you manufacture in a contemporary, innovative way. Visit the MARTECH3D team at Automation UK on stand D37 to find out more about how we can help you tackle the sustainable marketing paradox.