We're all trying to get to the same place right? More sales, more visitors, more branding. Yet why does it seem like we're all taking different trails down the mountain?
I've brought up this point a couple of times, but when it comes to marketing to outdoor enthusiasts you have to be on point, on time and certainly on your best behavior. And this is where I think we see the divergence in the pack of advertisers as to why they all come at this a different way. Not everyone is doing all of the above, but some are doing one or close to all.
Instead of trying new routes, maybe a point from our social media guru at Ogilvy can shed some light on this:
The More Better Mandate
January 05, 2010
by Kelly Stephenson, New York
2. More Better Introducing the More Better Mandate – not a grammatical sin but a business imperative. I thank Joel Makower for summing it up so clearly on his Two Steps Forward blog: “The bar keeps rising [for businesses]: What seemed cutting-edge 10 years ago — carbon neutral products and companies, zero-waste factories, green chemistry, life-cycle analysis, green buildings — is now mainstream, or at least warrants a so-what? response when trumpeted by companies. Things that used to make headlines — or, at least, good promotional copy — are now business as usual.”
Which means it’s time for brands to start thinking of sustainable credentials as customer-expected instead of value-added. The logical next step: figure out what’s the next value-add. Time Magazine reported that 40% of Americans purchased a product in 2009 because of the social or political values of the company that produced it. And we expect this number to grow. So, while you may have launched a mostly-green product in 2009 as a one-off nod to sustainability within an otherwise “normal” portfolio of goods, this year you probably need to make that product – and its entire supply chain – 100% green. But don’t stop there. Back up the effort with a commitment to make the rest of your portfolio greener, too… not to mention the chairman of the board’s POV and the CEO’s voting record. More better.
I've brought up this point a couple of times, but when it comes to marketing to outdoor enthusiasts you have to be on point, on time and certainly on your best behavior. And this is where I think we see the divergence in the pack of advertisers as to why they all come at this a different way. Not everyone is doing all of the above, but some are doing one or close to all.
Instead of trying new routes, maybe a point from our social media guru at Ogilvy can shed some light on this:
The More Better Mandate
January 05, 2010
by Kelly Stephenson, New York
2. More Better Introducing the More Better Mandate – not a grammatical sin but a business imperative. I thank Joel Makower for summing it up so clearly on his Two Steps Forward blog: “The bar keeps rising [for businesses]: What seemed cutting-edge 10 years ago — carbon neutral products and companies, zero-waste factories, green chemistry, life-cycle analysis, green buildings — is now mainstream, or at least warrants a so-what? response when trumpeted by companies. Things that used to make headlines — or, at least, good promotional copy — are now business as usual.”
Which means it’s time for brands to start thinking of sustainable credentials as customer-expected instead of value-added. The logical next step: figure out what’s the next value-add. Time Magazine reported that 40% of Americans purchased a product in 2009 because of the social or political values of the company that produced it. And we expect this number to grow. So, while you may have launched a mostly-green product in 2009 as a one-off nod to sustainability within an otherwise “normal” portfolio of goods, this year you probably need to make that product – and its entire supply chain – 100% green. But don’t stop there. Back up the effort with a commitment to make the rest of your portfolio greener, too… not to mention the chairman of the board’s POV and the CEO’s voting record. More better.
