Sony Turns Back the Clock

AdAge.com writes about Sony Re-running vintage ads to promote recycling of its products. Stuart Redsun, senior VP-corporate marketing, showed mock-up TV ads at a press meeting today to emphasize that Sony is "recycling our old commercials to remind you to recycle your old electronics."

Sony is working with Waste Management's WM Recycle America on its goal to set up e-waste recycling points within 20 miles of the majority of U.S. consumers. So far they have around 100 drop-off points, and should have at least one in each state by the end of the year, a Sony spokesman said.

Sony first launched its green initiative last August, and the company said it has resulted in 1,000 tons of recycled electronic waste. Beyond the green push, Sony plans to continue with an umbrella effort, which also began last summer, that unites its products by touting their high-definition DNA (thus the campaign's name, "HDNA"). The push was the first to employ Sony's internally named "silver bullet" marketing plan.

Unfortunately, Sony is unclear of the impact that this campaign will have on its sales.

Overall, I think Sony should be congratulated for green initiatives. However, I think this idea may have more of an impact on Sony's sales if Sony takes action on three things.

First, I would allow consumers to drop off non-Sony products. I feel allowing consumers to drop off non-Sony products will help Sony reach out to consumers who are currently using other brands while encouraging them to look to Sony. Second, I would offer a discount or rebate on a comparable Sony product. For example, a customer who drops off a Sony PS2 or Xbox 360 could be given a coupon for 5% off the total price of a PS3. Third, I would work with vendors to have drop-off locations in-store. I don't know to many consumers who will drive 20+ miles to a drop-off location when fuel is $3.00+ per gallon. Setting up drop-off locations with vendors may help bring customers to stores where they hopefully purchase a Sony product.

Again, I think Sony is on the right track. I'm merely offering a few suggestions to help its green initiatives translate to sales.

These are just some of my ideas. Feel free to let me know if you have any others.