Hello there Telus!
It is amazing how quickly technology evolves to offer consumers a vast variety of electronics. However, as your customers upgrade their cell phones more resources must be extracted to meet the excessive demand for consumer goods. By merging your current trade-in policy with environmental messaging, Telus can increase accountability with consumers, reduce environmental waste and enhance the trade-in margins.
Telus is doing a fantastic job mitigating this conflict by having the trade-in program. I appreciate that you use charismatic animals for your marketing campaigns, and I wish to propose an idea that will increase the efficacy of your buyback program and help the environment.
- Future is Friendly: Have a marketing campaign featuring a gorilla playing with a new phone. By encouraging your clients to trade in their old cellphones, the coltan chips can be recycled. This helps save gorilla habitat!
- Go green and get green back: Encourage your customers to trade in their phones to get cash back to be used at the store. Recycling cell phones is a sustainable method of upgrading technology.
- You'll Go Bananas! Perhaps Telus could donate a nominal fee towards habitat conservation and highlight that customers supporting Telus are supporting the wildlife featured in the advertisements.
I was unaware of your trade in program until I visited your site to purchase the new Galaxy 5. Perhaps you could tie-in the trade back/recycling messaging in your next campaign for new phones. I think that this would be very successful as a social media campaign on Facebook or Twitter.
Thank you for your time, I hope that you can help make cell phones a more sustainable industry!
Cheers,
Shalane D. BSc, MSc Candidate
