Flanner’s eCycling Taps Demand
Within the first hour of Flanner’s Home Entertainment’s eCycling event, held in partnership with Sony and Waste Management on April 26-27, police had to be called to help direct traffic.
During the 11-hour two-day event, roughly 3,100 cars drove onto Flanner’s lot to drop off a total of 36,405 lbs. of eWaste—enough to fill to 17 semi-trailers. The weekend also marked the debut of the Flanner’s “It’s easy being green with your home entertainment” brochure of “green” tips for purchasing, using and disposing of electronics.
“I was shocked and thrilled by the response,” says Flanner’s President John Flanner. “It clearly showed that there’s a lot of need for proper recycling of unused electronics. “
Flanner’s received at least 100 calls in advance of the eCycling event, starting after an announcement mailer shipped to 14,000 Flanner’s customers on April 7 and intensifying once radio promotions began playing on seven local stations.
“The minute the mailer dropped,” Flanner’s marketing manager Todd Errath said, “we started having customers calling: ‘Can I bring this? I can’t make it that day so can I bring it Friday? We’re not able to bring it in ourselves; can you come pick it up?’”
Flanner’s did pick up several TVs from elderly customers unable to attend the event but did not accept any type of appliances or computer printers. Nor would it accept electronics from businesses.
Waste Management subcontractor Intercon Recycling, headquartered in Chicago, sent a crew to help with unloading equipment and packing it into gaylords and onto pallets for shipment.
An equal amount of computer and home entertainment products were collected. “We saw a lot of old TVs, old CRT monitors, old computer towers. DVD players, CD players, 8-track—we took it,” said Errath. “We [saw] a ton of console TVs.”
Flanner said, “I’ve never done any kind of promotion that generated so much good will around it. All day long, both days, I continually heard people thank us for doing this.”