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環保資訊:印刷筆與電子媒體廣告的二氧化碳排放量比較

環保資訊:印刷筆與電子媒體廣告的二氧化碳排放量比較

跟炫目的電子媒體廣告相比,企業禮品似乎被認為是“老派”的營銷模式。從今篇簡短的文章,我們嘗試把電子媒體廣告和促銷商品的二氧化碳排放量比較一下。如果您有興趣比較投資回報率,不妨閱讀雨傘禮品的文章吧!

印刷筆與搜尋引擎行銷
一般人認為低成本的印刷筆促銷禮品,它仍是市場營銷行策略中很受歡迎的項目;我們合作的幾間鋼筆製造商進行了碳足跡評估,同時,BrandHK大量生產印刷筆,了解運輸、存儲、印刷和包裝等額外成本,容易估計碳足跡使用量。另一方面,我們也會採用搜尋引擎行銷,在線用戶通過搜索引擎進行資料搜索時,客戶等於投放相同資源在另一些網站上投放廣告,我們從這方面獲得很多數據資料。本文包含指向我們以第一身為例,使用了搜索引擎鏈接來增加以下結論的可信程度。

印刷筆和搜索廣告的品牌睇法
讓我們比較兩者的展示次數:
促銷筆:如果您給他們一支印刷筆,其產品生命週期平均被看到的品牌印象約 3,000次(大概六至九 個月)。(資料來源:ASI Global Ad 2019年廣告印象報告)。

搜索廣告:基於有機或付費搜索廣告(例如 Adwords)或在載有廣告的網站中,您的品牌廣告輕易地達到3,000次,但遊覽過程中,用戶是否真正看到您的品牌,您選擇和展示廣告的位置只是依賴大型伺服器的大數據。我們沒有貴公司的內部碳排放資料,例如辦公室空調碳排放量,一般使用量大致相同(除非您會花太量時間盯著數據分析碳排放量)。

印刷筆和搜索廣告的碳排放量
我們根據不同資料來估算印刷筆的碳排放量,其中大部分由發布獨立數據的 BIC 完成,還有一些我們使用過的關於 BIC 製造的負面研究,例如查看這篇文章 我們的基準碳排放量為每反支筆 21.55 克,有些筆會比較涉及更複雜的製造過程,因此,以一系列印刷筆作計算,劃一每支筆為40克。根據大部分研究,運輸成本佔整體碳排放量很大比例,再次翻多一倍為每支筆80克。以一般印刷筆的生命週期內展示3,000次數,除去二氧化碳產生成本,每支筆的碳排放量為0.027克。

搜索廣告的排放量來自不同來源:電腦硬件設備供電、承載數據的伺服器及(電力、加熱、冷卻等成本)及營運搜索的數據中心的成本的總計算量。現在陣述的搜索廣告選項都以相同的方式運行:通過服務器將查詢發送至數據中心,該數據中心計算要顯示的結果/廣告,然後在啟用一些持續跟踪的軟件下發送廣告。我們在研究中發現的來源顯示每次搜索的上限為7克(資料來源:The Guardian),若我們發現每次搜索低至1克,谷哥估計每次搜索 0.2克至 0.4克,平均最小值設為每次搜索為0.3克,但這不包括完整的交付管道。最有說服力的證據表明,每次搜索的真實數字約為3克。

兩者比較後的結論
一支經型印刷筆會產生1個碳足跡,同時產生0.027克的碳排放量;一次搜索廣告會產生3克,因此,電子廣告對氣候破壞是印刷筆的一百倍,如要達3,000 次展示效果,將排放九公斤的二氧化碳。如要與五百支印刷筆(約需四十公斤二氧化碳)相同的品牌知名度,您的電子廣告將向大氣中排放4.5公噸二氧化碳。

促銷禮品如何更好地保護環境?
BrandHK一直尋找更環保更創新的企業禮品的選項,例如減少使用化石燃料的塑膠,例如環保塑膠物料(查看這篇小麥纖維纖維文章) ,減低塑料使用量。我們還有一系列可被回收的產品,竭力推廣創新物料,讓客戶得到更多資訊。

現在,審視一下經營模式,我們通過PromoShop庫存管理以減少運輸排碳量。 PromoShop服務 允許客戶將產品批量訂購到我們的倉庫,按需求安排本地交貨,降低客戶存貨成本之餘。我們把所有訂單一拼運送至當地樞紐,整理從中國至香港的物流程序,簡化運送過程。每天貨運至不同地區送到客戶手上,集運比單一交付也省却運輸排碳量。

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Ordered customised mugs for an event. They were of good quality, done professionally and delivered on time. Kudos to good service from the customer service rep, Raymond.

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