"If there's no war outside our heads, WHY are we losing?" As I was searching for some juice to add to a campaign this morning, the above line from rock group, Rise Against, caught my attention and perked my creativity a bit. I thought to myself, "What does war mean to me, and how does this particular word impact my conscious and subconscious decision making?" I then started playing with the theme of waging war on my own campaign and decided that I was flirting too much with being cliche and unoriginal. So, I realized that I had begun this post with a catchy line, but no substance to back it up! Then, I realized something: Marketers and agencies are doing the same thing everyday and we are getting paid big bucks for pushing a lackluster product.
Marketers and agencies are so busy competing for our attention that they have overlooked the values we seek in a company, product and ourselves. Of course there are always exceptions to the rule, so I have no intention of generalizing all marketers and agencies. However, I want you to think about the top ads you have seen recently and how you reacted to them. Did you feel connected? Did you feel you belonged? Did you see yourself? I won't speak for you, but please think about these questions and then ask: Do I care about this concept I am seeing advertised to me?
As the V.P. of a marketing firm, I have lived a few years trying to persuade you to buy said product and tell you how un-cool you are if you choose something else. I have even belittled you to the point that I completely lost you while making lots of money for being a creative marketer. Who am I to do this? What happened to me? I completely "SOLD OUT" and in doing so, LOST YOU. So, if you are a marketer reading this post, please understand that I think we have a purpose to serve, and it shouldn't be about us.
There are many theories, philosophies and cases for why marketing absolutely blows today overall, but the case I present here is that we are too concerned about ourselves and not our clients, especially not our consumers. How can a marketer connect with a consumer being and living so selfishly? Obviously, things aren't going too well.
For those agencies and marketers that are connecting, I congratulate you! I even encourage you to land a huge contract and use all of your ammunition to reconnect by thinking of others before yourself. Use your marketing to reconnect and help us rebuild this beautiful country.
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Friday, June 5, 2009
Wednesday, June 3, 2009
Paying a Quick Respect
After playing around on Twitter this evening and searching for the WIN Firm on Google, I came across our blog and am pleased it is appearing in search. One thing I noticed after reading my earlier post today is that I needed to pay some respect to a couple of authors who reminded me why I love marketing.
Being responsible for implementing new strategy for growth at the WIN Firm, I am always thinking of how to compete and grow in today's market place. However, after reading and recently, re-reading Punk Marketing, I realized that there are people out there who care just as much about you as I do, and these people are fed up with the disconnection that exists among marketers and you. I also wanted to publicly let a couple of authors know that I appreciate them for bringing Punk into marketing, because the key to Punk Rock was that it came from the underground and was led by one of the most creative and artistic generations of music listeners who were tired of complacency.
Who are these authors I respect and thank for calling out the complacent, detached marketers of today? Mr. Richard Laermer and Mark Simmons have earned my colleagues and my praises for their work today.
I wrote this post because I did not want the two men who helped get me back on track to think I thought ill of them based on an earlier statement I made on today's first post. If you guys read this post, please know that I think you could add much more about Punk Rock and the entire counterculture that truly changed the face of music through some of the most creative marketing ever to exist in the music industry. What's great about the Punk movement is that this marketing did not come from any multi-million dollar brand budget. Instead, this marketing came from a connection found amongst people fed up with complacency. Punk Marketing reminded me of this passion I have to go against the grain.
Thank YOU, Richard and Mark!
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Marketing the Heart: Cause-oriented Marketing
It's a beautiful day here in Johnson City, TN and all systems are a go for the WIN Firm. I hope each of you following or reading this blog is well and I wish you much success in all you do. Since our work with launching a product to help with social change through environmental and educational growth, we at the WIN Firm have been defining our own purpose for marketing. Therefore, today's topic is an introduction into the marketing we stand by and will support.
Marketing is the reason people gravitate to brands and purchase products. We as human beings are conditioned to following the leader, or in this case, the brand. However, I have discovered over my ten years of marketing experience that there is a growing disconnection between the marketer and consumer. This topic has been debated and addressed by various people, and there is even a book about losing touch with the consumer entitled: Punk Marketing. Thus, there is no reason for me to reiterate what someone else has said. Rather, today's topic is about the marketing I have challenged the WIN Firm to choose that connects with you, the consumer; the person.
If you are following marketing, then I am sure you have heard about "Big Dog" agencies that land HUGE accounts and win all sorts of creative awards. These agencies are truly talented and we at the WIN Firm appreciate the quality of work produced by them. Despite all the talented marketers in existence today with all of their awards, people still are disconnected. Why is that? What aren't marketers doing right today? I don't pretend to have all the answers, but do know that the WIN Firm is heading in a new direction and has no desire to take part in today's marketing culture the way it is.
I don't care about a commercial with puppets featuring LeBron James and Kobe Bryant no matter how creative it is. The commercial just doesn't appeal to me, and especially doesn't make me feel compelled to buy some Nike shoes. However, I did once love buying the new Jordan's when I was a teenager. Why? I felt that the shoes connected me to Michael Jordan. Wearing his shoes represented "Greatness." So, I have taken a new avenue in marketing and pitched the following idea to our firm:
Why not find a company that truly is great or tries to be great, cares for people and takes action to promote greatness instead of created an over-marketed false image of a company that wants you to think of them as great?
This question was not taken too well by my fellow marketers and I was even asked to reconsider my position. I didn't back down and even developed my own concepts, campaigns and pitched them to our firm as if I was pitching them to a client. Guess what? I still didn't get the full buy-in I wanted, but I did open the door and that paved the way for what I am doing now. My door is open a little, but now I want to bust through and have the challenge of producing.
I mentioned greatness earlier and also mentioned a book on marketing that has a theme of doing it the "Punk" way. Not to slam the authors of the book, but they missed the key to what started a revolution of underground music that led to the emergence of bands like Nirvana. I won't rant and rave on the history of punk rock (even though I love it!). Instead, I want to use the counter-culture movement that ignited punk rock and is ingrained into our culture today. The beauty of this movement is that it needed no "Big" agency to help it grow. No, this cultural shift in music came from the heart, which is where I want to take marketing.
Why should the WIN Firm create a concept for a business to increase sales or market position if it has no heart? Why should we spend months developing a brand when you have no brand to begin with? Instead, I pose the option of putting all of our skills that make decent companies look like solid companies through our creative marketing, advertising or whatever you want to call it, into companies that truly are GREAT. What companies am I talking about? How about ones that help their fellow human being? How about a group that feeds the hungry? How about a company that gives kids a shot at life? These companies are GREAT! They already see value in life! These are the companies that the WIN Firm is going to help.
There is no need to make up greatness when it already exists. So, I care nothing about the marketing culture of today that promotes mediocrity and complacency. I care about YOU! Therefore, I don't want to persuade you to buy a new car because you will be safe, look cool or have great gas mileage. I want you to see your fellow human being in-need and help him or her. The WIN Firm is moving into this direction of cause-oriented marketing, and with your help, I can make it happen sooner than later.
I would like to extend an opportunity for you to nominate your favorite cause-related group that promotes positive, ethical values and standards and tell me what makes the group great. I will then expend all of my energies, talents and God-given marketing skills to promote the best presented cause. The WIN Firm has given me permission to embark on this venture, so if you care enough, tell me what organization the WIN Firm can help. I will even launch my own product to sell on behalf of the selected group and donate at least thirty percent of all sales to the group. Therefore, I will put my marketing where my mouth is, or I should say, MY HEART! Please e-mail your submissions at:
chris@thewinfirm.com
I am also on Twitter at: http://twitter.com/thewinfirm10
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Marketing is the reason people gravitate to brands and purchase products. We as human beings are conditioned to following the leader, or in this case, the brand. However, I have discovered over my ten years of marketing experience that there is a growing disconnection between the marketer and consumer. This topic has been debated and addressed by various people, and there is even a book about losing touch with the consumer entitled: Punk Marketing. Thus, there is no reason for me to reiterate what someone else has said. Rather, today's topic is about the marketing I have challenged the WIN Firm to choose that connects with you, the consumer; the person.
If you are following marketing, then I am sure you have heard about "Big Dog" agencies that land HUGE accounts and win all sorts of creative awards. These agencies are truly talented and we at the WIN Firm appreciate the quality of work produced by them. Despite all the talented marketers in existence today with all of their awards, people still are disconnected. Why is that? What aren't marketers doing right today? I don't pretend to have all the answers, but do know that the WIN Firm is heading in a new direction and has no desire to take part in today's marketing culture the way it is.
I don't care about a commercial with puppets featuring LeBron James and Kobe Bryant no matter how creative it is. The commercial just doesn't appeal to me, and especially doesn't make me feel compelled to buy some Nike shoes. However, I did once love buying the new Jordan's when I was a teenager. Why? I felt that the shoes connected me to Michael Jordan. Wearing his shoes represented "Greatness." So, I have taken a new avenue in marketing and pitched the following idea to our firm:
Why not find a company that truly is great or tries to be great, cares for people and takes action to promote greatness instead of created an over-marketed false image of a company that wants you to think of them as great?
This question was not taken too well by my fellow marketers and I was even asked to reconsider my position. I didn't back down and even developed my own concepts, campaigns and pitched them to our firm as if I was pitching them to a client. Guess what? I still didn't get the full buy-in I wanted, but I did open the door and that paved the way for what I am doing now. My door is open a little, but now I want to bust through and have the challenge of producing.
I mentioned greatness earlier and also mentioned a book on marketing that has a theme of doing it the "Punk" way. Not to slam the authors of the book, but they missed the key to what started a revolution of underground music that led to the emergence of bands like Nirvana. I won't rant and rave on the history of punk rock (even though I love it!). Instead, I want to use the counter-culture movement that ignited punk rock and is ingrained into our culture today. The beauty of this movement is that it needed no "Big" agency to help it grow. No, this cultural shift in music came from the heart, which is where I want to take marketing.
Why should the WIN Firm create a concept for a business to increase sales or market position if it has no heart? Why should we spend months developing a brand when you have no brand to begin with? Instead, I pose the option of putting all of our skills that make decent companies look like solid companies through our creative marketing, advertising or whatever you want to call it, into companies that truly are GREAT. What companies am I talking about? How about ones that help their fellow human being? How about a group that feeds the hungry? How about a company that gives kids a shot at life? These companies are GREAT! They already see value in life! These are the companies that the WIN Firm is going to help.
There is no need to make up greatness when it already exists. So, I care nothing about the marketing culture of today that promotes mediocrity and complacency. I care about YOU! Therefore, I don't want to persuade you to buy a new car because you will be safe, look cool or have great gas mileage. I want you to see your fellow human being in-need and help him or her. The WIN Firm is moving into this direction of cause-oriented marketing, and with your help, I can make it happen sooner than later.
I would like to extend an opportunity for you to nominate your favorite cause-related group that promotes positive, ethical values and standards and tell me what makes the group great. I will then expend all of my energies, talents and God-given marketing skills to promote the best presented cause. The WIN Firm has given me permission to embark on this venture, so if you care enough, tell me what organization the WIN Firm can help. I will even launch my own product to sell on behalf of the selected group and donate at least thirty percent of all sales to the group. Therefore, I will put my marketing where my mouth is, or I should say, MY HEART! Please e-mail your submissions at:
chris@thewinfirm.com
I am also on Twitter at: http://twitter.com/thewinfirm10
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Friday, May 29, 2009
Tools for Communication
Brasil...Que BELEZA! Bem vindo a gente! What did I just write? Well, I basically wrote that Brazil is Beautiful and welcome to our blog. On behalf of all those hard workers here at the WIN Firm, I say, "THANK YOU" for following the blog. I want to share with you some of the tools we have chosen to communicate our concept: Keep Brazil Beautiful.
Selecting the appropriate tools for communication is very important, and we like to use all the tools that work. Would you like to build a house with a hammer and nails alone? You might, but we at the WIN Firm don't take those chances. Therefore, we are not going to put all of our energies into only using the trendy new media of today to reach our audience. What? We are not going to start a FaceBook fan page and play on Twitter everyday? Nope, those things don't really make anyone money and our clients want to get paid. We are about producing results through careful processes and procedures.
The first tool we want to use is the good ole television. Yes, people do still like T.V. in the states and we will use a creative commercial communicating the concept of caring and be proactive. We will develop a commercial series that grabs you and puts you into a group you feel comfortable belonging to. Do you ever see beer commercials with one person drinking by themselves? Don't think so. We all want to be part of something, so you will get your chance with this campaign.
The next tool we are going to use will be events. We want you to experience the thrill of giving and receiving, so all of you will be invited to partake.
The third tool revealed today will be a customized web-site unlike any other charity based site. This site will allow you to personally see where your money is going and give you the opportunity to dictate how it is spent. You will be amazed!
That's it for today. Catch us next time...Same place...Keep BRAZIL BEAUTIFUL!
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Selecting the appropriate tools for communication is very important, and we like to use all the tools that work. Would you like to build a house with a hammer and nails alone? You might, but we at the WIN Firm don't take those chances. Therefore, we are not going to put all of our energies into only using the trendy new media of today to reach our audience. What? We are not going to start a FaceBook fan page and play on Twitter everyday? Nope, those things don't really make anyone money and our clients want to get paid. We are about producing results through careful processes and procedures.
The first tool we want to use is the good ole television. Yes, people do still like T.V. in the states and we will use a creative commercial communicating the concept of caring and be proactive. We will develop a commercial series that grabs you and puts you into a group you feel comfortable belonging to. Do you ever see beer commercials with one person drinking by themselves? Don't think so. We all want to be part of something, so you will get your chance with this campaign.
The next tool we are going to use will be events. We want you to experience the thrill of giving and receiving, so all of you will be invited to partake.
The third tool revealed today will be a customized web-site unlike any other charity based site. This site will allow you to personally see where your money is going and give you the opportunity to dictate how it is spent. You will be amazed!
That's it for today. Catch us next time...Same place...Keep BRAZIL BEAUTIFUL!
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Wednesday, May 20, 2009
It's All About YOU!
Wow! We are already in the middle of the week! I am pleased to report that our concept: Keep Brazil Beautiful is continuing to grow and everyone here at the WIN Firm looks forward to launching the promotional program and seeing our client reap the rewards of being socially responsible. Well, let's dive right into the work...it's awesome!
With all the hype around green marketing these days, we have really nailed a concept for our client that is going to change the way they sell shoes and bring them a greater reward than sales. What is this reward? Our client is going to build a connection with YOU, and YOU are going to build a relationship with our client. The marketing strategy behind Keep Brazil Beautiful is centered around continued growth and longevity. While short term sales are going to please our client's CFO and various Product managers, the future WIN is building through this marketing campaign is going to deliver something better than mere ROI numbers; we are going to connect YOU with our client for life.
Was that previous sentence a bold statement or what! I stand behind that statement and will do so as long as this campaign continues. Why? My reason is that Keep Brazil Beautiful is not just a sales or marketing ploy to make you buy shoes, though the client's intent is to sell lots of shoes. This campaign is truly about helping the environment, producing sustainable growth and empowering students to be socially aware. Keep Brazil Beautiful is designed to go beyond the traditional non-profit model of charging for services to react to a given need; rather, our model is going to proactively strive to reduce our global footprint along with reacting by replenishing rubber trees.
It's all about YOU! Yes, we at the WIN Firm realized that Keep Brazil Beautiful is one of those causes you are going to be proud of and support; it's not merely a marketing concept. We are turning our client's shoes into a vehicle that promotes caring. Of course marketing this concept is going to make our client money, but the non-profit side of this concept is about giving and receiving. Is this green marketing? Well, maybe; but, we are striving to grow and green marketing is merely a trend right now. As we all know, trends die, so our marketing is about future growth and causes are the future. In fact, causes are the past, present and future. All we are doing from the marketing side is communicating this concept in a manner that fully engages you and prompts you to take action. Our client saw the value of this concept as soon as we presented our canvas, and we are thankful to be working with such an astounding and responsible client.
Are we the first to realize that marketing based on a cause is the way to go? Of course not! However, you will see that our strategies and methods for communicating this cause are effective. One of our followers of this blog asked a question about the research we did over the past ten years on non-profits. J.R., here is your answer to the research. Non-profits that are able to mobilize and raise millions of dollars are the ones who know how to communicate. A simple answer yes, but I will elaborate. United Way communicates very well. Using visual images that not only inform us of what they are doing, but give us a direction to follow, the United Way has mastered the art of speaking to our conscious or I should say, subconscious. Have you seen a thermometer posted on a street corner displaying the amount of money raised up to a certain point? Did you realize the goal was not met and have a sudden feeling that you should give? Were you relieved to know that you held on to the letter your boss sent around about their participation in United Way as a company? Whether United Way knew that this visual image would successfully communicate the urgency and importance of giving subconsciously or not makes no difference, the point is that this simple way of communicating to you on the surface and penetrating the surface works.
The WIN Firm uses studies like United Way and other successful studies from today's leading non-profit organizations to learn how effective their communications are at reaching you. Twitter, MySpace, FaceBook and all of that social media jazz is the "thing" to do today if you want to stay up with the times. Yes, this new way of communicating is important, but organizations that keep their brand and last know how to use all available tools of communication to fuse the art and science of marketing that works for them. These companies and organizations are the ones that may struggle finacially during difficult economic times, but their image never tarnishes; thus, their perceived value remains strong. We at the WIN Firm use this knowledge so that our marketing strategies go beyond the short-term, quick fix solutions that many businesses get caught up in, and we provide them with the tools to achieve the short and long term successes that keep their fire burning.
As I end this blog for today, I do want to say that everyone who has commentted and provided WIN feedback is great! THANK YOU! Dan, we will be talking later this week and your ideas are right on target with where our firm wants to take clients. I hope everyone has enjoyed this post today and that you be blessed in all you do!
Blessings,
Chris
Chris Teague
V.P. Marketing
WIN Firm
With all the hype around green marketing these days, we have really nailed a concept for our client that is going to change the way they sell shoes and bring them a greater reward than sales. What is this reward? Our client is going to build a connection with YOU, and YOU are going to build a relationship with our client. The marketing strategy behind Keep Brazil Beautiful is centered around continued growth and longevity. While short term sales are going to please our client's CFO and various Product managers, the future WIN is building through this marketing campaign is going to deliver something better than mere ROI numbers; we are going to connect YOU with our client for life.
Was that previous sentence a bold statement or what! I stand behind that statement and will do so as long as this campaign continues. Why? My reason is that Keep Brazil Beautiful is not just a sales or marketing ploy to make you buy shoes, though the client's intent is to sell lots of shoes. This campaign is truly about helping the environment, producing sustainable growth and empowering students to be socially aware. Keep Brazil Beautiful is designed to go beyond the traditional non-profit model of charging for services to react to a given need; rather, our model is going to proactively strive to reduce our global footprint along with reacting by replenishing rubber trees.
It's all about YOU! Yes, we at the WIN Firm realized that Keep Brazil Beautiful is one of those causes you are going to be proud of and support; it's not merely a marketing concept. We are turning our client's shoes into a vehicle that promotes caring. Of course marketing this concept is going to make our client money, but the non-profit side of this concept is about giving and receiving. Is this green marketing? Well, maybe; but, we are striving to grow and green marketing is merely a trend right now. As we all know, trends die, so our marketing is about future growth and causes are the future. In fact, causes are the past, present and future. All we are doing from the marketing side is communicating this concept in a manner that fully engages you and prompts you to take action. Our client saw the value of this concept as soon as we presented our canvas, and we are thankful to be working with such an astounding and responsible client.
Are we the first to realize that marketing based on a cause is the way to go? Of course not! However, you will see that our strategies and methods for communicating this cause are effective. One of our followers of this blog asked a question about the research we did over the past ten years on non-profits. J.R., here is your answer to the research. Non-profits that are able to mobilize and raise millions of dollars are the ones who know how to communicate. A simple answer yes, but I will elaborate. United Way communicates very well. Using visual images that not only inform us of what they are doing, but give us a direction to follow, the United Way has mastered the art of speaking to our conscious or I should say, subconscious. Have you seen a thermometer posted on a street corner displaying the amount of money raised up to a certain point? Did you realize the goal was not met and have a sudden feeling that you should give? Were you relieved to know that you held on to the letter your boss sent around about their participation in United Way as a company? Whether United Way knew that this visual image would successfully communicate the urgency and importance of giving subconsciously or not makes no difference, the point is that this simple way of communicating to you on the surface and penetrating the surface works.
The WIN Firm uses studies like United Way and other successful studies from today's leading non-profit organizations to learn how effective their communications are at reaching you. Twitter, MySpace, FaceBook and all of that social media jazz is the "thing" to do today if you want to stay up with the times. Yes, this new way of communicating is important, but organizations that keep their brand and last know how to use all available tools of communication to fuse the art and science of marketing that works for them. These companies and organizations are the ones that may struggle finacially during difficult economic times, but their image never tarnishes; thus, their perceived value remains strong. We at the WIN Firm use this knowledge so that our marketing strategies go beyond the short-term, quick fix solutions that many businesses get caught up in, and we provide them with the tools to achieve the short and long term successes that keep their fire burning.
As I end this blog for today, I do want to say that everyone who has commentted and provided WIN feedback is great! THANK YOU! Dan, we will be talking later this week and your ideas are right on target with where our firm wants to take clients. I hope everyone has enjoyed this post today and that you be blessed in all you do!
Blessings,
Chris
Chris Teague
V.P. Marketing
WIN Firm
Thursday, May 14, 2009
Working because we Care!
Good day everyone! I hope all is well in your world today and thank you for keeping up with us at the WIN Firm. Our CMO, Catherine Poole, is going to begin posting a motivational blog for everyone on our blogspot called, The Thursday Kick! I am very thankful to have such a dedicated team of marketing gurus to work with and our cohesiveness produces wonderful results for our partners/clients.
Are you ready to discover how things are progressing with the concept: Keep Brazil Beautiful?
First, before we begin, I want to thank Dan Oda for a wonderful conversation about more giving opportunities related to this campaign. Dan, "OBRIGADAO, VIU!" The beauty of not being secretive and allowing others to view what we are working on has proven to be a great business model for WIN. This Wikinomics approach to working with doors open makes us much better marketers for our clients. In fact, I have received a suggestion to make a profile change and another regarding a spelling mistake on Exxon Mobile; both were great suggestions. See, this feedback is exactly what we need to be sharp!
Now, to the project! We mentioned in last week's blog that design and style were removed from our list of deliverables for time being due to further research needed on shoe-wearing consumers. Therefore, we began researching consumer behavior in terms of shoes being worn today and also spent the past week mapping out our course of giving models so that people truly know their investment is helping. We want everyone to not only buy our client's fabulous shoes because they are cool, trendy and comfortable; rather, we desire a stronger, more emotional connection to you, the consumer, than the simple thrill of owning some new shoes.
We have taken our giving concept to a new level, and Dan gave us some wonderful insight into being proactive in helping Brazil versus our original reactive approach. We decided that being proactive is what many non-profit organizations lack today in the U.S. It seems every grant I write for Second Harvest Food Bank is based on a reaction to an identified problem: hunger. What are we doing to prevent hunger? This question led me to think harder about our Keep Brazil Beautiful concept. What can we do to truly bless the country that gives us so much rubber for the shoes we wear? What about being even more environmentally aware while promoting education as well?
Yes, we are going deeper into our concept. Why? We work because we care for our clients, and we develop marketing concepts for clients who care for you, me and the environment. Thus, there is a new development of giving. Dan posed a great idea of tree planting that involves partnering with Google, using its mapping software along with cross-promotion efforts to implement an "Adopt a Tree for Brazil's Children" campaign. You would continue buying these wonderful shoes, knowing that your money is going back to replenish the Rain Forest, but you will also be able to provide ongoing support that truly Keeps Brazil Beautiful.
By adopting a tree, your investment will go to the future of Brazil. We will start a tree forest on a University's property that is close to the Rain Forest. We are now working on the logistics of making this idea a reality and furthering our campaign, so more information is to come around this new development. Imagine, you will help the environment through specific tree placement and planting as well as help provide work opportunities and education to University students. Imagine a campaign like this in the U.S. Wow! Working because we care is not only going to sell a whole lot of shoes for our client, but we are also proactively taking care of people and the environment. Maybe we should be a non-profit marketing firm! I hope you have enjoyed today's post! Please comment.
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Are you ready to discover how things are progressing with the concept: Keep Brazil Beautiful?
First, before we begin, I want to thank Dan Oda for a wonderful conversation about more giving opportunities related to this campaign. Dan, "OBRIGADAO, VIU!" The beauty of not being secretive and allowing others to view what we are working on has proven to be a great business model for WIN. This Wikinomics approach to working with doors open makes us much better marketers for our clients. In fact, I have received a suggestion to make a profile change and another regarding a spelling mistake on Exxon Mobile; both were great suggestions. See, this feedback is exactly what we need to be sharp!
Now, to the project! We mentioned in last week's blog that design and style were removed from our list of deliverables for time being due to further research needed on shoe-wearing consumers. Therefore, we began researching consumer behavior in terms of shoes being worn today and also spent the past week mapping out our course of giving models so that people truly know their investment is helping. We want everyone to not only buy our client's fabulous shoes because they are cool, trendy and comfortable; rather, we desire a stronger, more emotional connection to you, the consumer, than the simple thrill of owning some new shoes.
We have taken our giving concept to a new level, and Dan gave us some wonderful insight into being proactive in helping Brazil versus our original reactive approach. We decided that being proactive is what many non-profit organizations lack today in the U.S. It seems every grant I write for Second Harvest Food Bank is based on a reaction to an identified problem: hunger. What are we doing to prevent hunger? This question led me to think harder about our Keep Brazil Beautiful concept. What can we do to truly bless the country that gives us so much rubber for the shoes we wear? What about being even more environmentally aware while promoting education as well?
Yes, we are going deeper into our concept. Why? We work because we care for our clients, and we develop marketing concepts for clients who care for you, me and the environment. Thus, there is a new development of giving. Dan posed a great idea of tree planting that involves partnering with Google, using its mapping software along with cross-promotion efforts to implement an "Adopt a Tree for Brazil's Children" campaign. You would continue buying these wonderful shoes, knowing that your money is going back to replenish the Rain Forest, but you will also be able to provide ongoing support that truly Keeps Brazil Beautiful.
By adopting a tree, your investment will go to the future of Brazil. We will start a tree forest on a University's property that is close to the Rain Forest. We are now working on the logistics of making this idea a reality and furthering our campaign, so more information is to come around this new development. Imagine, you will help the environment through specific tree placement and planting as well as help provide work opportunities and education to University students. Imagine a campaign like this in the U.S. Wow! Working because we care is not only going to sell a whole lot of shoes for our client, but we are also proactively taking care of people and the environment. Maybe we should be a non-profit marketing firm! I hope you have enjoyed today's post! Please comment.
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
Thursday, May 7, 2009
The Movement
Welcome to today! Welcome to the movement! We at the WIN Firm enjoy seeing the care, compassion and creativity people today are displaying all over the world. I hope those of you who are following our work find what we do to be inspiring. Yes, we said INSPIRING! Our goals are to share marketing concepts that help us all be more active in caring for this world we live in and its inhabitants. Okay, I will stop with the humanitarian rant for now, because you came to read about our progress on the concept we have developed: Keep Brazil Beautiful.
First, let me applaud the efforts of my colleagues and all of you who have contributed to our development of this exciting marketing concept we call Keep Brazil Beautiful. Now, I would like to dive right into what we have been doing the past few days since I last posted our work.
We have recently changed a bit of direction in our development and feel that the designing of boxes and possibly changing the design of the shoes is going to be put on hold due to the research we have gathered up to this point. Want to know what we have learned and are learning? We have discovered that people all over the place are wearing cool, hip and comfortable shoes. So, we want to know why people prefer the shoes they are wearing without the usual response of price or style. Rather, we are developing research to understand that subconscious reason why you wear the shoes you wear. Therefore, we have arranged plenty of field observations to be conducted and will report those to you.
One activity we have been doing is meeting with other marketing professionals and designers and sharing our concept with them. We have received valuable insight and feedback to our concept and are constantly learning more everyday. One marketing group shared that their clients are moving to communicating more eco-friendly products to consumers. In fact, a recent study done by Home Depot revealed sales increases by products that communicated their friendliness to the environment despite the lower priced competitive product. Home Depot is just one example of many, but it has proved our social cause marketing concept is right on track.
We embrace this social consciousness people are demonstrating and have designed our campaign to let them display their caring through the use of a practical item, shoes. Imagine walking into a board meeting seeing the CEO of Exxon Moblie wearing these "friendly" shoes you have been hearing about. Would that change your perception of this massive oil company? Just think, these shoes are part of a movement and you can be part of that movement: The movement of caring.
I know this blog has been pretty short, but I wanted to post an update for our faithful followers and anyone interested in seeing what marketing looks like behind the scenes.
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
First, let me applaud the efforts of my colleagues and all of you who have contributed to our development of this exciting marketing concept we call Keep Brazil Beautiful. Now, I would like to dive right into what we have been doing the past few days since I last posted our work.
We have recently changed a bit of direction in our development and feel that the designing of boxes and possibly changing the design of the shoes is going to be put on hold due to the research we have gathered up to this point. Want to know what we have learned and are learning? We have discovered that people all over the place are wearing cool, hip and comfortable shoes. So, we want to know why people prefer the shoes they are wearing without the usual response of price or style. Rather, we are developing research to understand that subconscious reason why you wear the shoes you wear. Therefore, we have arranged plenty of field observations to be conducted and will report those to you.
One activity we have been doing is meeting with other marketing professionals and designers and sharing our concept with them. We have received valuable insight and feedback to our concept and are constantly learning more everyday. One marketing group shared that their clients are moving to communicating more eco-friendly products to consumers. In fact, a recent study done by Home Depot revealed sales increases by products that communicated their friendliness to the environment despite the lower priced competitive product. Home Depot is just one example of many, but it has proved our social cause marketing concept is right on track.
We embrace this social consciousness people are demonstrating and have designed our campaign to let them display their caring through the use of a practical item, shoes. Imagine walking into a board meeting seeing the CEO of Exxon Moblie wearing these "friendly" shoes you have been hearing about. Would that change your perception of this massive oil company? Just think, these shoes are part of a movement and you can be part of that movement: The movement of caring.
I know this blog has been pretty short, but I wanted to post an update for our faithful followers and anyone interested in seeing what marketing looks like behind the scenes.
Blessings,
Chris Teague
V.P. Marketing
WIN Firm
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