http://adage.com/outofsite/post?article_id=110870
You have to go to this link to watch the video that Advertising Age is reporting on in their article...a pitch by Agency.com to get the Subways account that involved Agency.com producing a 9 minute video about them trying to get the account before they had even formally pitched themselves to Subways...a video that Agency.com first put up on YouTube.com to generate buzz about the pitch they were planning to make, in the hopes that Subways would hear about it and start thinking great things about Agency.com before formally meeting them.
I'm not sure if there's something we can learn from this, but the idea of generating buzz and excitement about adopting a sustainable lifestyle even before you have adopted it (before you know what it's really like to live that way) fascinates me. Anyone have any thoughts on this?
Steve
Steven G. Brant,
Business Futurist
Founder and Principal
Trimtab Management Systems
[email protected]
http://www.trimtab.com
Very Interesting Marketing Strategy (AdAge.com)
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Yes, unfortunately what is a compelling argument to us still needs to be "sold" to the masses. Regarding Trump and "The Green Apprentice"...that's a very interesting idea. Instead of partnering with Martha Stewart (which didn't turn out very well), he could partner with Lee Scott and others, who would take turns as guest stars of each episode.
Here's the basic info for contacting the Trump Organization... http://www.hoovers.com/the-trump-organization/--ID40473--/free-co- factsheet.xhtml Let me know if you really want to work up a pitch to him. Meanwhile, speaking of "viral marketing", I see that the founders of the leading source for all viral marketing - Chad Hurley and Steve Chen of YouTube.com - will be interviewed by Charlie Rose tonight. (I guess only helpful for those who get The Charlie Rose Show, although I think you can now watch the show's online a day or two after they are broadcast here - http://www.charlierose.com/ )
Steve
Hi All,
You may wish to check out Downshifting Downunder, which is a website and newsletter about people choosing to downsize and live a more sustainable life. Many subscribers haven't got there yet, but are working towards it. They find the stories 'inspiring'. Also, I've been a long-term reader of Earth Garden magazine (also Australian) and many subscribers are stuck in the city and dream of a better life, and the mag is full of stories starting 'well, we finally made the move!'. So generating buzz is important when getting people to move to a more sustainable lifestyle. And by sustainable, I also mean simply working/commuting less hours.
Regards,
Anna Hitchcock
Monitoring Officer,
Fitzroy Basin Association
Port Curtis Waterwatch
Coordinator
(07) 4970 7293 0412 502 798
[email protected]
http://pcwaterwatch.blogspot.com
The Downshifting thing in Australia is more about moving relatively young families into declining regional areas, as work becomes more portable (Australians do love gadgets such as internet and mobile phones). This is allowing existing infrastructure to be maintained, not so much creating new greenfield developments.
Regards,
Anna Hitchcock
Monitoring Officer,
Fitzroy Basin
Port Curtis Waterwatch
Coordinator
(07) 4970 7293 0412 502 798
[email protected]
http://pcwaterwatch.blogspot.com
Thank you for this Anne,
I recall the exercises we did during my NLP - Neuro Linguistics Programming - training, where in teams we had to incorporate certain modalities and behaviour patterns in a short play and the other teams had to decipher and decode which they were. We had so much fun and it certainly brought us into role playing and insights not often or if ever previously experienced. Behaviour changing it was and as stated in the article, that is what is needed, not simply changing one's thinking. I am thinking now of ways to apply this to workshops of initiates and even in our peer gatherings of the 'converted' to understand how to translate our message on the S word. I do see the process in its essence as a development tool. Low budget, accessible, challenging, transformative and fun. What more could one ask of a tool?!
Kind regards,
Paul Payten
EcoSTEPS - Sustainability Partner
Hi all,
Thought the video was kinda boring - guess it's yet another product of the reality tv phase we're in. But the idea of using a reality approach to mainstreaming sustainability is one that I have been pondering for a while. It is somewhat sad that we would need to do that when the reasons for sustainability are so compelling, but I guess we need to translate our message into a medium that has such broad appeal. For example, having a business challenge where a number of businesses compete to see who can develop and initiate the best plan for improving their environmental performance, or a TV version of an ecological footprint challenge.... Maybe we can get the "Donald" interested in producing "The Green Apprentice"?!....
Debbie Wallace
Deborah Wallace, M.E.S
Senior Pollution Prevention Advisor
Environment Canada
45 Alderney Drive
Dartmouth NS B2Y 2N6
(902)-426-6257
telephone (902)-426-8373