I have begun working for a new client, London Drugs, in what can be called a new era of experential advertising. Lorne, operator of unicycle creative and I, Andrew Capeau, president, tour guide, mechanic, web designer, accountant, general jack of all trades of a small yet proud company Victoria Pedicab Company, began the construction of an enormous styrofoam pile this past weekend. The formula was simple: add 1 part pedicab and two parts stryofoam. Place styrofoamin the carriage normally reserved for sightseeing hungry visitors and you have one of the most curious looking vehicles rolling on this planet. Lorne was inspired by a photo of a pedicab operator in China transporting an towering pile of styrofoam to be reused. Thank God he wasn’t hauling super heavy lead batteries or who know where this would have led to.
Friday April 8 is launch day. Lorne is touching up the 7 Ft high by 5 1/2 feet height creation. Our prototype has already passed the wind laden test drive along Victoria’s breezy shores. A couple bolts are tightened and some squeaky styro sheets are muffled and we are good to go. The sun is shining and it is mild–somebody must have bought the weatherman a calendar–it’s not rainy, cold or super windy. The videographer’s camera is rolling and so are we…
I must say that as a pedicab operator I am used to curious stares but what I saw this weekend was beyond my expectations. Pedestrians, car, bus and truck drivers are gawking with jaws wide open. I am seeing double takes, triple takes and even full on stops with fingers pointing. People are not only noticing, they are loving it. Skateboarders to baby stroller pushers are giving me the thumbs up. I’m posing for pictures, high fives are exchanged…it’s a love in baby. I’m starting to get the vibe and the pleasure power of this thing on three wheels. I begin to search out big reaction site. My first big hit is the Moxies restaurant. The restaurant is lined with window view tables. It’s not a matter of if I get noticed but how many diners I can stop in mid chew! I know I got them when the forks are pointed in my direction. I’d say a got at least 4/5’s of them on this pass.
Time to get to know London Drug customers. I park the Styrocycle in the front next to the bike rack. Interaction with customers is easy. These downtown shoppers at LD on Yates are recycling gurus. Not just blue boxers, these folks are composters and recyclers of all things. LD has me promoting their environmental program “Take back the pack” and I am armed with small folded cards (I encourage folks to stick it on the fridge) to passers by. Styrofoam is one recycling conundrum. Nobody knows what to do with it. The news that packaging purchased from LD can be returned is received very positively. There is some disappointment expressed the LD isn’t taking all styrofoam. I wonder if a garbage back load maximum could be instituted? I can only say that styrofoam takes up a lot of space by nature and at this time LD does not have the area in each store to accommodate this. The other news, returning old appliances and electronics is very well received. A bit of a revelation and relief to some is the ability to recycle the compact fluorescent bulbs which are know to contain mercury. A few are encouraged to bring in their dead batteries (AA, AAA, C and D’s, hearing aid, watch batteries and the like). One elderly woman stated that she goes through two batteries a week for her hearing aid. She plans to bring them in to the customer service desk in the future. It is stories like these that make me easily motivated to work hard on this campaign.
A recent report by BBMG paints a fascinating picture of the new mainstream Green Consumer and suggests this is the beginning of a powerful mainstream consumer movement. This ‘New Consumer’ group is said to comprise some 70 million adults who ‘turn over the box’ to find out more about ingredients, pay more for sustainable products and are choosing to enjoy experiences rather than commodities.
The report, entitled Unleashed: How New Consumers Will Revolutionize Brands and Scale Sustainability (March 2011), features ‘videos and photo journals from representative consumers, as well as insights from some of the world’s most powerful and forward-thinking brands.’ It is a very well-designed document, and is a great rich-PDF viewing experience. Definitely worth a download for sustainability-focused marketers.
So what of this new group of responsible purchasers? Are they really taking over? Well, BBMG is a strategy and marketing group who makes their living creating programs targeted at the ‘New Consumer’, so it’s no surprise they paint them as the next great wave destined to sweep the consumerscape. All the same, it’s no secret that everyone is more aware of ingredients and supply chain, and how many people do you know that actually want ‘more stuff’?
I certainly see myself in the ‘New Consumer’ group. Which may not be that great a thing for corporations hoping for a consumer-spending-fired economic recovery. What would happen to the world’s economy if shoppers all suddenly switched to riding their 15-year-old bikes to the Thrift Store and only buying a car every 10 years? At least the microbreweries would flourish.
All speculation aside, the main impression I got from the report was one of inspiration and optimism. There are some brands doing very interesting things, and now I don’t feel quite so alone in my quest for the most environmentally-benign toilet cleaner.
Any marketer with sustainability on the radar would be wise to take the ‘New Consumer’ into consideration. And Wal-Mart better hope they don’t take over completely.
What happens when the new consumer can’t find any information on the back of a box that speaks to them, but has little alternative? That is where many companies should improve and go somewhere between decipherable congreentulations and utterly aims-based aspirational vagueness. My cell phone has nothing on the back of the box, and so my attention shifts elsewhere; this is a major obstacle to my new consumerism that green marketing needs to address rather than fear recriminations from smart consumers. Most of us are not quite ready to pack in city life and move to an acreage up-province, and are looking for transparency over silence no matter what turns up in that message. I wish companies would think of transparency as a showdown, and consumers would think of it as a truer commitment than fun hooky marketing that stops at greenwash.
When it’s attacking the attack ads? That’s the theory behind the Green Party of Canada’s new TV spot, complete with uber-serious announcer and a soundtrack fit for a zombie-teen-chainsaw-slasher flick. “Are you disgusted? This is not OUR Canada! It’s time to send a message – to ‘change the channel’ on attack politics!”
It starts well enough, and the Americanization of our political culture is indeed an issue that rankles. But is it enough to get me to vote Green?
Well, without a worthwhile counterpoint, I don’t think so. What is the Green Party solution? Where is their light at the end of the tunnel? And for God’s sake, in a connected world, WHERE IS THE SIMPLE URL AT THE END THAT WILL LET ME FIND OUT MORE?? Buried on a busy screen of text for 3 seconds is the greenparty.ca web address. Arriving at that general homepage, there is a link to the video and a plea to share it. Is this the Green Party platform? Getting us to share our displeasure with our friends? That’s fine, as far as it goes. But not nearly enough to swing my vote.
The Green Briefs Two Bits: Okay, let’s say the attack ad is the issue to start with. The music, voice and message off the top grab me. Now it’s time to move it into more serious territory. Lose the ‘change the channel’ line. It’s a pun that uses up valuable airtime. Take the last third of the ad and make a pledge: “The Green Party would outlaw the fast & loose campaign spending of the Harper Government and their attack campaign. Find out more at noattacks.ca” Yes, you say, but this blends the issue of attack ads with the issue of the in & out campaign funding! So what? If we’re running an attack ad we might as well use all the tricks in the CPC playbook. And it would give me the feeling that the Green Party has a plan beyond simply being peeved Canadians.
I bear no grudge against the Greens. I have even done work for my local candidate. But the party will have to be more strategic if it wants to grab some seats. (Staying out of ridings where they are likely to split the vote and hand it to Harper would be a start – but don’t get me started)
So is this an attack ad? Or simply a parody designed to capitalize on the dissatisfaction of the 142 Canadian voters intelligent enough to understand the concept of parody? Unfortunately, I don’t think it really matters. [Read more →]
Thanks for commenting, Darren. And regarding your choice of party, I guess that’s the beauty of a democracy – if you want to elect a petro-industry funded and controlled extension of the US republican political regime you are absolutely free to do so.
All you folks who say I don’t vote because my single vote doesn’t amount to anything that will change how things get done in this country, and just throw it away, throw it away at the green party.
That would give them about 50% of the country, and believe me, there would then be change.
After 5 years of shredding the product shelves, the skier on our BRODA PRO-TEK-TOR wood stain can was tired. He had done remarkably well on those old-school skinny skis, especially for a royalty-free image sourced online. But we knew he needed a break.
The whole idea of using west-coast mountain imagery on BRODA labels came from their roots as a Whistler company. The product is designed for that harsh environment, and people who live the mountain lifestyle are a major target customer group. So who better to ask for help in finding a new image? And what better way of reaching them than with social media?
Thus the BRODA Photo Contest web page was launched, with a $500 first prize. We researched as many photographers, bloggers, and mountain types as we could and began sending out emails. So far, response has been great. We already have more than one image that could easily be a winner. What’s more interesting, we have discovered two of our trades customers who are also avid outdoorspeople and photographers. And we’re only three days into the contest. Thinking about running a customer content contest? Here are a few things to think about: 1. Make sure the prize is worth it. In our case, we could maybe get a royalty-free image for less, but $500 (while low for high-end pro shots) is an amount at least worth looking through the archives for. And we have some awesome Whistler pros sending in images, too. 2. Be clear about the rights you expect for usage. If you want full and unresrticted ownership of the content, say so. In our case we opted for 5 years non-exclusive use (the photog can still sell the image for other uses) 3. Have fun and be appreciative. We plan on sending something out to all the finalists, and we acknowledge every entry.
So if you need some content, consider a customer contest. 4. Pay it forward. Look to amateur sites such as Flickr, as well as pro communities. Make comments on their blogs, shots and sites and help be a social media connector for them, too.
Above all, make sure you enjoy the process. See it as an opportunity to make new connections and social media friends. The brand, and the customers will thank you for it.
In the green energy world, technology is king. Yet most customers, regulators, media and even many savvy investors don’t have the time or inclination to wrap their busy brains around a technologically complex brand. That’s why it’s so powerful when an idea is concentrated down to its simplest premise with a brand anyone can understand.
The Solar Tracking Tree is just such a moniker. In three simple words, this name describes many attributes of the product. It is a ‘solar’ solution, with all the energy-collecting imagery that implies. It tracks the sun, offering a dynamic advantage over static panels. But the real brilliance in this name is actually calling it a tree.
Who doesn’t like trees? Trees provide shade. Trees are green. Trees are friendly. With this one happy word, the company that promotes this product has brought it out of the cold, calculating, technical world, into a realm of natural, earth-friendly solutions.
When I saw the name ‘Solar Tracking Tree’ I immediately got a mental picture, and my curiosity was peaked. Their simple web site with its large, engaging video, answered my questions, and the leasing option made me wish I had a parking lot of my own to try them out on.
Branding can do a whole lot more than just describe. It can put a product or service into a whole new mindspace. Good job, Solar Tracking Tree. You get this week’s ‘Wish I’d Done That’ Award.
Solar Tracking Mounts are not new. They have been around for a long time. But the claim that they are “offering a dynamic advantage over static panels” is not necessarily true.
It is true that tracking mounts can produce more energy then the same sized static mounted system. But they also cost more. And for that additional cost you could add one or two more modules and get the same production.
And tracking mounts have one major is disadvantage. They have moving mechanical parts which require maintenance. A static PV system requires very little maintenance.
That is why even though tracking systems have been around for a long time few are being installed.
This fall I did a cycling tour down the pacific coast and saw many static pv systems. I also one tracking system. It had the solar panels removed and was rusting in a field.
I see this sort of thing all the time. A flashy animation of a “new” renewable energy product that looks cool. But if you dig a little deeper it may not be the best solution.
My advice is to always consult an expert before jumping on any “green” energy bandwagon.
Thanks, Rob. Good caveats on simpler-is-better. In fact, if they were static panels and just called ‘Solar Trees’ I would like that brand idea even more!
Very interesting concept. Ingenious that they are programmed to track the sun. Too bad that they are cost prohibitive and potentially need additional maintenance. I say “A” for concept and effort!
OK, I’m eco-geeking out over a can of tuna. But this is not your average college-dorm-grade can of flaked and processed fish flesh. No sir, it’s Estevan Tuna Co.’s Pacific Albacore Tuna. It has more good-for-you fish oils and WAY less bad-for-you mercury than your average factory-processed tin. It’s green-listed as a “Best Choice” seafood product on Canada’s Sustainable Seafood Guide. And even if you don’t care that it’s caught by a local BC family-run company, you just have to taste the stuff to know it’s different. That’s because it’s raw-packed and cooked just once in the canning process. (As opposed to big-factory fish that is cooked and drained of oils before packing, then cooked again) Yes, this tuna seems to have it all. But from a marketing perspective, I think it needs something more.
I bought 5 tins from Bruce Devereux at the Vancouver Farmer’s Market. Bruce is the real deal – a fisherman selling fish. The price – $5 a can – is steep, compared to mass-produced fish. With such a staggering list of benefits, I believe that premium could be easily justified, but in a branded world, those advantages need to be front and centre.
While the Estevan Tuna Co. title perhaps has some local history and cachet for Vancouver Islanders, it says little about the product itself. The labels are somewhat busy, and make no mention of the numerous benefits. The website, bctuna.com, has the bulk of the best information, though it could be more tastily presented. Overall, the current name and packaging don’t do this amazing fish justice.
In fact, the whole product is so superior, why not re-brand it as – The Better Tuna™
Overly bold? Perhaps. But with a name like this, the first thing someone will ask is “Why is it better?” Then you have them. Whether that question is answered with a point-form benefits list on the can, with a visit to a freshly designed bettertuna.com website or through a face-to-face chat with Bruce Devereux at your local Farmer’s Market, the result will be more word-of-mouth marketing, more PR and more sales.
The Educated Green Consumer market is on the rise. The term ‘supply-chain’ is becoming mainstream. It is proven that people will pay more for ‘green’ products that are better for them and actually deliver on a performance promise.
So if you market a product that really is better, take a look at your category and see if you could be ‘The Better _____™’
In the meantime, if you want some better tuna, talk to Bruce.
Hiya Lorne! What an excellent piece of creative marketing advice you’ve provided to these good folks with Estevan Tuna!
I loved your idea about “The Better Tuna.” I hope the folks take you up on it. Your arguments are sound and they absolutely help.
If I were the fisherman dude (aka, Bruce), I’d be running to knock on your door. 🙂
My only suggestion is whether or not you ought to encourage others to do their version of “The Better (blank, fill in their own brand).”? Won’t that take away from this great advice you’ve just given Bruce’s company? Will that create the potential of others doing similarly therefore diminishing the ‘buzz’ and excellent tip you’re giving one client whose product is superior to most tuna options out there for others to copy?
If you were giving me that tip, and I went for it, I’m not sure I’d want everyone else and his uncle out there to go and ‘copy’ this great idea because it could dilute it, make it less ‘real’ if those other products aren’t really top cat. Know what I mean, jelly bean? My two cents’ anyway. I’d be interested in your thoughts.
If you have ever visited Vancouver’s famous Kits beach, you may have stared at this time-warped woodie road trip machine and wondered if it even runs. Not only does it run, it runs far. From Vancouver to Ottawa to Mexico City in fact – and that’s just one of its many long-distance accomplishments. So when the opportunity arose for me to do a brochure for this Vancouver classic, how could I resist?
It’s called Tevie’s Termite Taxi, and it’s a 1947 Chrysler Town & Country wood-paneled sedan, still running on its original motor and transmission. Tevie Smith is the car’s owner and pilot, and even with 300,000+ miles on the dial he still drives the car almost daily.
I first met Tevie when he agreed to let us photograph the car for the CD package I was designing for the Bent Nails Band. Vancouver shooter extraordinaire Clinton Hussey captured the quirky essence of the group and the car perfectly, and on a couple of extra frames shot the Termite Taxi with its real owner as well.
A few months later, Tevie called me with the idea of updating his brochure with some of Clinton’s shots. We secured the rights to use them again (Thanks, Clinton!) and I also got to go through a lifetime of scrapbook shots with Tevie to help fill out the story of this remarkable car.
I decided to approach the piece as if I was designing a brochure for a whole new car brand, photoshopping the original Chrysler hood emblem as our marque. Then, armed with fonts, textures and stats from the past, I created a retro brochure that might still somehow look at home in a showroom today.
Hemlock Printers ran it on their Indigo Digital Press – it wasn’t a large run – and now Tevie has a piece to hand out the crowds of tire-kickers that invariably stop every time he attends a car show. Or even just takes his dogs for a ride to the corner store.
Sometimes I think I spend too much time worrying about every little sustainable thing. This was a project that I did purely for the love of design, for the sheer audacity of the vehicle and out of respect for an individual that lives life on his own terms.
It’s a message of pure joy and life on the road. And that’s worth a bit of time, energy and paper to share with the world.
I saw this car for the first time a few years ago at an Abbotsford car show and it just blew me away. I love the whole idea of the car and the mega road trips that he takes it on. Truly inspirational!
Joe
What a machine….. What I’m wondering is more about Tevie Smith, past and present?
I believe u knew him when he owned restaurant in Ricmond on #3 Rd. back in the 60’s. He was bigger than life then and I’d like to know more about his history. He must be in his 70’by now.
I envy early advertisers who simply had to sell new and improved soap. ‘Gets clothes cleaner‘ is a much easier proposition than ‘Biomass co-firing helps reduce the total C02 emissions per kilowatt hour of power produced, even when emissions from harvest and shipping are taken into account‘.
Such is the cross we green marketers now have to bear. But there are some pretty cool tools in the box to help. Like Illustrator and Photoshop. And with some forethought, (see the 5 tips below), you can get your readers through the stats wide awake and looking for more.
Last year I had the pleasure of working with Ottawa environmental agency TerraVeritas on a communication piece for Drax Power, one of Great Britain’s biggest energy producing plants. TerraVeritas is a a science company dedicated to investigating environmental and sustainability claims. That means they do all the hard work to dig up accurate, comparative stats to tell the story. (Which was of critical importance to me, as I was tasked with selling the benefits of adding biomass to a COAL-FIRED plant! Eeeek!) My job was to help translate these complex issues into digestible copy and images for a 16-page booklet called Field to Furnace – Displacing Coal with Biomass.
Some illustrations were designed to show a bigger picture; like describing the difference between CO2 that is in our current carbon cycle vs. additional CO2; or illustrating the benefits to farmers, job creation, shipping in one image (at the top of this article). For others I used Illustrator’s graphing tool to accurately display comparative numbers for easy interpretation at a glance.
I learned a lot in the process, not least of which was a healthy respect for the science behind the numbers. If you are tasked with illustrating scientific concepts, here are a few more things to ponder for clients and creatives alike.
1. Think ahead to future uses and formats. If you’re going to all the trouble to do a 4″ x 4″ illustration for a web site, it’s probably just as easy to make it 8″ x 8″ at 300 DPI just in case it ever needs to be used it for print. Better yet, use a vector program such as Illustrator, which is resolution-independent. Video is another consideration. Building your files in layers will make it much easier to animate later.
2. Listen to the Eggheads. Don’t cheat on size and scale in comparative charts just to make your art look better. If something simply won’t fit, or will be too small to see, include an asterisk and add a disclaimer to the copy. Likewise for clients. No cheating the numbers to make your message rosier!
3. Consider the scientific acumen of your audience. If you are presenting to a board of PhD’s, you may wish to eschew graphic frippery entirely. For your average audience-in-a-hurry, make the most important points easy to see. Clients, think about what your audience may already know that will help your designer streamline the information.
4. You don’t always have to look slick or scientific. Sometimes hand-drawn or hand-written info can be the most powerful. Especially when you want to convey things in process, or show the human side of the equation.
5. Make sure you really understand the concepts. As a designer, it’s not enough to let the client do all the thinking, even if they are scientists. Wrap your head around the context for the message. Try to see it in a different way. Pare it down to its key elements and wow your client with an interpretation that’s fresh and accurate.
You might as well make friends with data. These days you can’t even sell laundry soap without putting some numbers through the wringer.
Thanks, Terri. There are complex issues afoot in all of these ‘green’ communications. Best of success with Nviro and let me know if I can ever be of assistance.
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