|
Saturday, 05 January 2008 |
|
Green Marketing has been quite successful using traditional advertising however it is likely that marketing will take on a new form in the use of "citizen marketers". Citizen marketeing is also known as peer to peer marketing - a way of having regular people push their brands, products, services and companies onto their friends and peers. A type of evangelism. Citizen marketing has proven to be quite effective and in the green world allows companies to avoid accusations of greenwashing as they are not advertising but instead their "brandgelists" are spreading the message.
An example of using citizen marketing is Unilever's "Go Green and Small With All" where it used in-classroom magazines and web ads to recruit participants, targeting elementary school children via a contest that searched for the greenest grade school in the country. The participants were encouraged to make small changes at home with their families (such as using concentrated All detergent) and to spread eco-friendly messages. The participants and their parents then provided report cards on their progress and the school with the highest percentage of report cards will receive the prize. What is the prize? A $50,000 grand for eco-friendly school improvements, a solar powered iPod Shuffle MP3 player for every student, a one-year supply of All and an appearance on The Ellen DeGeneres Show in January. Does this work? Absolutely! More than 3,000 elementary schools entered. We are still awaiting the news of who the winner is.
Read the full story at Egglog |
