CaseCamp goes to Second Life

There is no doubt the newest of new marketing this year has happened within the virtual world of Second Life.
I’ve been meaning to explore Second Life for some time now. Now I have a real reason to – Case Camp Second Life. Yep – the Case Camp team are organising one of their unconferences in [...]

The New Green Marketing Rule :: You Need to be Irresistible AND Green

Earlier this year, eco-marketer Jacquelyn A. Ottman wrote a worthy article for MarketingProfs.com about the “Rules of Green Marketing”.
Ottman points out that:
The first rule of green marketing is the first of rule of marketing: Focus on customer benefits — i.e., the primary reason consumers buy certain products in the first place. Keep in mind that [...]

The number 1 way to create viral marketing …

… Is to create a product (or service) that’s actually worthy of going viral.
Blendtec are the latest whiz-kids to work this out. Their product is a blender that blends anything (You’ll see). Blendtec posted their “Will it Blend?” videos on YouTube, resulting in over 5 million views. The golf ball video alone has been watched [...]

Carbon Neutral is Word of the Year

It’s official :: “Carbon Neutral” has been named The Oxford Dictionary’s Word of the Year for 2006.
I would have chosen “Carbon Negative” were it my dictionary. But it’s a healthy sign that carbon-neutrality has earned it’s place in our vernacular.
For green marketers, it also suggests that being carbon-neutral is something that is understood by the [...]

Making Meaning :: The key ingredient of business in the Naughties

I’ve just been re-reading snippets of Guy Kawasaki’s classic “Art of the Start” – in particular the gems about making meaning, and not just being in it for the money.
Meaning is not about money, power or prestige … Among the meanings of “Meaning” are to
– Make the world a better place
- Increase the quality [...]

The books we own, the blogs we read …

Two years ago, my plan was to go back to study when I came back home to Melbourne. Now that I’m back, there isn’t much chance you’ll see me at school.
In the last 2 years, I’ve learnt exponentially more about marketing from books, blogs and podcasts than I ever did at uni. By going back [...]

Be first to market with your green strategy

In London this week, independent research from GreenPortfolio has revealed that:
“50% of marketing and PR management believe that an organisation’s green credentials are important to customers; and 84% predict this importance is likely to grow further over the next two years as the impact of environmental issues continues to bite.”

“Despite these findings, three out of [...]