Below is my submittal to the netimpact.org (sort of a corporate social responsibility thing) essay contest, due on Friday afternoon. If you have suggestions or critiques I'd love to hear them. Praise tickles the fancy too.
The Green Pyramid Sting
By Eric Jones
Three glaring obstacles confront green companies like
Seventh Generation who aim to broaden their consumer network. First, the
environmental objectives these green companies strive to solve are not tangible
to the average American consumer. Green Citizen, a company based in the
affluent community of
Generation marketing plan is anchored on plugging the promotional channels
where the “unconscious consumer” (UC) enjoys giving attention. UC’s are in bars, on the internet community
spaces watching homemade movies, and winding down the day while watching “The
Daily Show” with John Stewart. These three areas, street venues,
community internet spaces, and the
Hollywood realm, constitute the three tiered marketing pyramid needed to broaden Seventh Generation clientele. Instead of exhausting the public with an environmental message of desperation, we should aim to make the campaign trendy; let us be more flexible with the means that leads us to a positive result.
The marketing pyramid’s foundation focuses on captivating the masses on the street level rather than using impersonal forms of media. I will use Seventh Generation’s chlorine-free tampons as the product to market. The street venue portion of the marketing strategy leverages the people who are attention-magnets in various entertainment domains. For example I would ask employees in the 10 most popular bars of each city to wear a t-shirt during their busiest shifts with the engaging message, “It’s safe inside me”. The t-shirt has the product’s website on it leading people to a source of more awareness and context. DJ’s could also wear the t-shirts and send a message between songs to check out the website. Other examples of venue point people include hosts of open mic’s, employed dancers at clubs, coffee shop employees, and comedians. These entertainment icons can pass out fliers, wear t-shirts, and plug the message if speaking to a crowd. Groups of costumed tampons or tampon floats at large community events like Bay to Breakers are other promotional ideas. Promotional exposure on a street/venue level lays a sound “fad” foundation for the campaign as a person to person approach can be more infectious than various forms of media.
The second tier of the pyramid’s marketing plan is devoted to saturating the internet’s community spaces. These spaces include social networking sites, photo and video sharing, blog communities, wikipedia, craigslist, and forums. The Seventh Generation branding in these communities must be tailored to the ethos of each respective community. A polished profile on the social networking sites should include pictures, mission statements, testimonials, links, ideas, people, and sites related to corporate social responsibility. Additionally, Seventh Generation could distribute a comedic video on the video community sites like youtube.com with the goal of virally hitting World Wide Web critical mass. The actors will entertain the viewers while also ultimately relaying the company’s mission statement. The creation of a Seventh Generation blog compliments these promotional channels and can be a base for informal discussions about related issues, product inquiries, and upcoming events. These internet resources are great spaces to establish a relationship between consumer and supplier; an attribute that Seventh Generation could trumpet over their non-green competitors.
Hollywood for a spokesperson.