訂閱

多平臺閱讀

微信訂閱

雜志

申請紙刊贈閱

訂閱每日電郵

移動應用

商業

拯救地球不妨試試營銷

Adam Lashinsky 2014年05月28日

出席今年《財富》綠色頭腦風暴大會的首席執行官們、倡導可持續發展的人士以及政策專家們一致認為,要拯救地球,首先應當引導人們關心環保事業,而這正是營銷專家們擅長的事情。

????七年來,《財富》雜志堅持舉辦綠色頭腦風暴大會(Brainstorm Green),旨在探討如何拯救地球。與會者的討論主要涉及立法、監管、科學和金融等主題。今年,一個意想不到的工具——市場營銷成了環保行動的一個主題。

????從首席執行官們到倡導可持續發展的人士再到政策專家們,與會者一再強調,更好地與選民們溝通、向他們宣傳我們每個人能為環保事業做些什么的重要性。他們表示,法律、政策和各種項目的力量有限,下一步的關鍵在于使人們真正關心環保事業。

????這就要看營銷大師們的了。

????李?克洛可謂廣告界的傳奇性人物,他曾經幫助史蒂夫?喬布斯推出了包括“1984”和“不同凡想”在內的一系列偉大的廣告。如今,克洛與非盈利環保組織保護國際(Conservation International)合作,將推出一系列令人動容的廣告。克洛在本次綠色頭腦風暴大會上展示了一些廣告小樣,其中一則十分激動人心。它以海洋的口吻進行敘事,由演員哈里森?福特配音。(福特是保護國際組織的董事。)廣告語是:“大自然不需要人類。而人類需要大自然。”克洛指出,廣告宣傳活動需要有適合印在T恤上的標語。關鍵在于,以人們喜聞樂見的方式,使他們意識到我們人類需要愛護地球。克洛與保護國際設計的廣告還吸引到了其它許多名人獻聲,廣告將在今年晚些時候亮相。(關于克洛的講話,《財富》的克萊爾?齊爾曼進行過更詳盡的報道。)

????一則旨在制止殺戮瀕危物種的宣傳活動的廣告制作也很出色。環保組織野生救援協會(Wildaid.org)理事長奈彼得展示了他們制作的移動電視廣告,廣告中匯聚了一大批名人,包括姚明、威廉王子和萊昂納多?迪卡普里奧。有些國家的文化把象牙和犀牛角當作珍寶,奈彼得希望能在這些國家把購買象牙和犀牛角的行為變成一種恥辱。這些廣告十分感人,觀之令人心痛不已。他們的標語也很棒:“沒有買賣,就沒有殺害。”靠著微薄的預算,奈彼得請到了紐約和倫敦的頂級廣告公司幫助制作這些廣告。上述廣告已經發布;點擊此處觀看。

????即便對那些更嚴肅的環保運動而言,營銷同樣不可或缺。本次綠色頭腦風暴大會的最后一天,我參加了一個名叫“能效爆發”( "Efficiency Explosion")的早餐小組會,各路專家在會上討論了公用事業公司幫助客戶減少電力消耗的方法。一位與會者指出,目前我們掌握了許多提高能效的方法,許多公用事業公司有很好的項目,有些政府也推出了很好的鼓勵政策。但問題在于,絕大部分用戶對于節能漠不關心。然而,技術人員深知,假如人們都能省一點電,積少成多,就能夠大大地降低有害物排放。“能效爆發”專家小組的成員一致認為,節能事業要想取得成功,最后的關鍵在于更好地宣傳節能的好處。

????不過,一切都還有希望。綠色頭腦風暴大會的與會者感覺,痛苦的環境戰正在漸漸平息。沒人再去理會那些否認氣候變化的怪人。因此,政策制定者們能夠專注于找到解決方案。(美國總統奧巴馬計劃于6月2日發布新的環保方案。)一旦我們離答案更進一步,如果之后的最大障礙不過是教育、說服、引導或使出現代營銷的各種手段,使消費者做正確的事,那就好辦了。

????不同凡想,確實如此。(財富中文網)

????譯者:項航

????For seven years, Fortune magazine has hosted a forum, Brainstorm Green, to discuss ways to save the Earth. Attendees typically discuss legislation and regulation, science, and finance. This year an unexpected tool emerged as a theme for environmental action: Marketing.

????Over and over the "green" crowd -- from CEOs to sustainability advocates to policy wonks -- made the case simply for communicating better with various constituencies about what can be done for the planet. Laws and policies and programs can only go far, they said. Getting more of the right people to give a damn is the next step.

????Enter the marketing gurus.

????Lee Clow, the legendary advertising sidekick to Steve Jobs on epic ad campaigns including "1984" and "Think Different" has teamed up with Conservation International to release what promises to be a shoulder-shaking series of ads. At the conference, Clow showed some samples of his work, including a stirring first-person narration by the ocean, courtesy of Harrison Ford. (Ford is a board member of the conservation group.) The tagline: "Nature doesn't need people. People need nature." Clow, who cleverly noted that campaigns need slogans that fit on a t-shirt, said the idea is to sensitize people to the need to care for the planet without making them feel bad. The ad campaign, which features other famous voices, debuts later in the year. (Fortune's Claire Zillman covered Clow's talk in more detail.)

????Spiffy advertising also features in a new campaign to stop the killing of endangered species. Wildaid.org Executive Director Peter Knights showed his moving TV ads, which feature a host of celebrities including Yao Ming, Prince William, and Leonardo DiCaprio. Knights wants to stigmatize the purchase of elephant tusks and rhino horns in the countries whose cultures value them. The ads are moving and disturbing and heart-wrenching. They also have a great tagline: "When the buying stops, the killing can too." On a shoe-string budget, Knights has recruited top New York and London advertising agencies to create his organization's spots. These ads are out already; watch them here.

????Marketing is one of the answers even in wonkier realms of the environmental movement. On the last morning of the conference I wandered into a breakfast panel called "Efficiency Explosion," where various experts discussed how utilities can help their customers reduce electricity usage. One participant observed that efficiency methods are now well understood, many utilities have outstanding programs, and certain governments do a good job with helpful policies. The problem is that too few customers give a damn about saving a bit of energy. As the technicians know well, however, tiny yet widespread reductions in electricity usage translate into dramatic lowering of noxious emissions. The panelists agree that the last key to success is marketing these opportunities better.

????There's something hopeful about all this. There was a sense at Brainstorm Green that the bitter environmental wars are quieting down. No one much pays attention to kooky climate-change deniers. So those who remain in the policy arena can focus on solutions. (President Obama plans to release his latest efforts on June 2.) Once we are closer to answers, if the biggest hurdle after that is educating, convincing, cajoling and otherwise pulling all the levers of modern marketing to get consumers to do the right thing, then we'd be in a pretty good place.

????Think different, indeed.

我來點評

  最新文章

最新文章:

500強情報中心

財富專欄

体彩四川金七乐模拟选号 申城棋牌怎么下载 奔驰宝马游戏软件下载 捕鱼达人3破解版无限 福彩3dapp官网 22选5一等奖金额 不赚钱的项目客户怎认为价格太高 金祥彩票游戏 天津快乐十分开奖号码走势图 星空娱乐棋牌下载 爱彩乐彩app下载单双 合肥滴滴快车可赚钱吗 起源版本合传说赚钱 今天体彩20选5的预测 九乐棋牌手游版下载安装 网络21如何赚钱 金牛棋牌官方地址