Bill Geist's Zeitgeist

The Growing Green Push-Back?

From the latest edition of the Iconoculture e-Newsletter: 10% of the U.S. population are skeptical, irritated and unmoved by environmental media. 26% are unconcerned about helping the environment. Sadly, they also tend to be upper income, middle aged and conservative males.

In Seattle, "Green Fatigue" is threatening the move to assess a 20 cent fee on all plastic and paper bags.

True, the majority of Americans DO care...and are taking steps (however small) to do their part. But, that the push-back has begun should remind all marketers to avoid preaching. And really avoid greenwashing.

Durham Walks the Green Talk

A lot of Destinations talk green...but fewer live it. Travel Portland's website is wind powered. The Greater Madison CVB's recent renovation of its offices was about as green as you can get.

And then, there's the Durham CVB...which last month began harvesting rainwater off of its roof to feed the landscape irrigation system.

Reyn, you guys consistently blow me away...

Brandworks University '08: Day Two

Another content and laughter rich day at LSB's annual Brandworks University. Roll the highlights:

Rex Briggs (CEO of Marketing Evolution, author of "What Sticks"...and pictured): The Old Marketing Model is B-to-C...the new Model is C-to-C. It's not about getting people to come to your website...it's about getting them to take something from your website. Because we still are using marketing effectiveness measures designed 30 years ago, we are often unable to capitalize on new technologies. It's a Catch-22: we can't spend money on a strategy because we can't prove it and we can't prove it unless we spend money on it. TV is great for building awareness. Print is best for creating "purchase intent"...But online and in-store is best for harvesting the sale.

Christopher Vollmer (VP of Booz & Company): 62% of marketers avoid new online strategies because of the difficulty in measuring effectiveness. Nike reduced reliance on traditional media from 40% to 33% from 2003-2006...but increased sales by 7% during the same time period.

Jason Weaver (CEO of Sway): Web 1.0 was about Commerce...Web 2.0 is about People (attributed to Ross Mayfield). eMarketer expects Podcast listeners to more than triple to 67 million by 2012...and half of the U.S. population will watch online video this year. To the notion that you can't brand online...Google is the 3rd most recognized brand in America (no ads). Owning a website without RSS is like owning a fast food restaurant without a drive-thru (guess I gotta get on that).

Ellen Brothers (President of American Girl): Our success is because we know what business we're in...and it's not the doll business. It's the "Girl Business."

Eric Erickson (VP/Creative Director of Target): Successful brands don't resort to half-priced sales. "Speed is Life." Words to live by....

And Gary Hirshberg (CE-Yo of Stonyfield Farm): People want to be a part of a "mission-driven" team...and associate with companies that do good. And Stonyfield does just that. Not familiar with this coolest of brands? Check out their website AND their cause: ClimateCounts.org.

Day One Highlights are here. And a MUCH DEEPER accounting can be found here from Carlos Grande (World Advertising Research Center).

Marsha...thanks again for a sensational 2-day mindstorm of thought leaders.

Now, where am I gonna find the time to launch just one of the cool ideas that are exploding in my mind?

Rock Port is Greener than You Are

Granted, it's a small town in Iowa. But you gotta hand it to any city that goes completely off the grid and powers the whole town with the wind.

From CoolTown Studios, Rock Port's four $90 million, 1.25 MW wind turbines produce an incredible 16 million kilowatt hours annually...and leave 3 million kilowatt hours in excess.

I'm so impressed....