This week we interviewed Jenny Poon from Eeko Studio, a design company serving the Phoenix metropolitan area. They are a provider of green graphic design solutions, specializing in print and web design. They use strictly FSC certified paper stocks and printers and are experts in sustainibility. They pride themselves on bringing new ideas on how to better support sustainibility throughout the design process.

When did you launch your business?

January 2009, 4 months and going strong!

So what’s your elevator pitch?

We grow business through design. We work with local businesses to solve visual problems and be motivators of communication. We focus on functional graphic design that is either organic, reusable, or recyclable. We also believe that everyone should be involved in the sustainability of the earth, so we give people the ability to support the earth through us. We donate a portion of profits from EVERY job to local environmental charities.

Since you’re so new, what marketing tools does your company currently use?

Online marketing ads, social networking, facebook, twitter, word of mouth, blogging

Which of these has been your greatest marketing tool?

word of mouth

What are the biggest challenges your company faces in marketing its product and what are you doing to overcome those challenges?

The biggest problem in being one of the only green design studios in Phoenix is that being eco-friendly can carry a higher price tag. It is somewhat of an investment. And it’s hard to convince someone to pay even a little more for something that will extend the life of earth, when there is a cheaper alternative. Especially in the struggling economy.

How are your company’s sales tactics or way of doing business being affected by this recession and do you have any advice to other small business owners?

Everyone is being effected by the downturn in our economy. But at the same time, it is an exciting time for small businesses. It is the small businesses that spark economy and it is the small businesses that will be able to bend and adjust to the problems of poor economy. It is the time of new media and marketing. The old rules don’t apply anymore. People these days are turned off by scheming and the typical salesmen. When economy is bad, there is little trust. So people turn to referrals and place their trust not in the government and their jobs, but in the people they surround themselves with. They look to friends to tell them who they have had good experiences with and that is what we are trying to focus on — being a good and loyal company that does something very simple. Follow through. We solve visual and communication problems. And we do it with the Earth in mind.

Any cost saving tips?

Being green is not always expensive, as more people get involved with sustainability the initial price will slowly drop. And we are seeing it. recycled papers and alternative inks are becoming very affordable. But even more, think about things you can reuse. Moving offices doesn’t mean you need all new furniture. Look for ways to recycle current stock. Don’t over order on print material because it is not only a waste of paper, but a waste of resources and time. Work with people you trust. Doing a good job once is a lot cheaper than doing a poor job wrong several times.

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Many companies are now offering free perks in order to make signing up for their service more appetizing. This is a great way to incentivize customers to sign up for something that they more than likely will also sign up for anyway, but may not be sure which provider to go with. Vonage for instance is offering $300 in gas and groceries to sign up for a 6 months of their bundled phone and TV service.

ATT is offering $50 netbooks to customers in Philadelphia and Atlanta who sign up for their “At home and on the go” broadband service.

Deals on hardware to promote a digital service are becoming more and more commonplace, and are a great marketing strategy to incentivize new service membership.Even Etrade has subsidized new blackberrys in order to promote its service.

These types of deals are mutually beneficial both for provider and customer. It is a sign of the times when something as essential as internet service needs to throw in perks to entice new customers.
This strategy can easily be used by small business marketing, especially for service based companies. Reducing the cost of essential hardware is effective in two ways, both as a way to appeal to the customer’s wallet, but also in promoting word of mouth advertising, since people will talk about the great deal that’s available on the essential piece of hardware.

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