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Presidio Marketing Blog: in Depth

December 13, 2005

Can the Burn of PyroMarketing ignite Green Marketing?

pyromarketing.jpgI came across the term "pyromarketing" in this week’s Economist as I was reading about the growing trend of reconciliation between religious and corporate America which intrigued me and I wondered how it might fit with “green” or sustainable marketing.

Pyromarketing is a term coined by Greg Steilstra, formerly the chief marketer for Zondervan, a religious publishing house owned by Rupert Murdoch’s HarperCollins which oddly enough also owns Regan books which publishes “How to Make Love Like a Porn Star”, but that’s another story in of itself. Instead of using traditional mass marketing media, like television, pyromarketing relies on “consumer evangelists” who spread the word (like fire) among like-minded people. Greg uses the metaphor of the steps it takes to start a fire to describe his process for pyromarketing. It is very similar to viral marketing or “buzz marketing, but so far I’ve only heard it used in the context of marketing religion.

continued

» Triple Pundit | Discuss this topic (5) | More » Presidio Marketing Blog

Presidio Marketing Blog: Archives

Bank of America and Cause related Marketing

Recently I saw a Bank of America commercial that didn’t look like a commercial at all. The commercial looked like...[read more]

» Fred Clay | December 13, 2005

Kids and Worms keep TerraCycle in business

TerraCycle, a company that manufactures organic plant fertilizer, was started a few years ago by a then 19- year old...[read more]

» Kim Fox | December 8, 2005

Marketing Addiction vs. Marketing Health

The book, Marketing Management 12e, by Kotler and Keller, introduces one of the shortest definitions of marketing there is; "meeting...[read more]

» Nick Aster | December 7, 2005

The Two Fisted Slobber - Negative Social Marketing

During the 1980s, the "two fisted slobber" was an animated character who would appear periodically during Milwaukee Brewers baseball games...[read more]

» Nick Aster | December 6, 2005

Global Action - The Brand

The current demand for disaster relief supplies and workforce greatly exceeds the supply at the moment. The recent earthquake in...[read more]

» Sarah Lozanova | December 6, 2005

Social Marketing of a Sort - Supervised Intravenous Drug Sites

Social marketing defined by Kotler: “Social marketing is the use of marketing principles and techniques to influence a target audience...[read more]

» Triple Pundit | November 16, 2005

Bottled Water Industry Adds Social Value for Brand Distinction

I'm a happy tap water drinker. Maybe I'm blissfully ignorant, but the idea of buying bottled water just seems silly...[read more]

» Nick Aster | November 16, 2005

Could U2 Leader Bono Brand the USA?

If social marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial...[read more]

» Maryline Lewett | November 16, 2005

100% Recycled - A Greenwashed Claim that Still Persists

I've written in the past about the misleading nature of the term "100% Recycled". When consumers see this term, they...[read more]

» Nick Aster | November 9, 2005

Kraft decides to Fight Obesity Among Children in a Big Way

Between the 1960s and 1980s, the percentage of overweight children in the US hovered around 6%. Since 1980, the rate...[read more]

» Maryline Lewett | November 8, 2005

Can Oil Companies Go Green?

Is it possible for an oil company to change its brand image/essence? Can we be convinced of their sincerity as...[read more]

» | November 7, 2005

The Magical Boost of an International Marketing Channel

This has very little to do with sustainability, or the integrated bottom line, though I suppose I could make...[read more]

» Nick Aster | November 3, 2005

Synergizing Market Trends to Communicate Effectively with Cultural Creatives

Having only recently become aware of the Cultural Creatives market, a 50-million-strong and growing segment that shares such values as...[read more]

» Kirsten Liegmann | November 2, 2005

Corporate Trinkets: A Waste, and a Waste of Money

How many mousepads do you need? This eco.psfk post got me thinking about what a massive waste most corporate gifts...[read more]

» Nick Aster | October 17, 2005

Branding citizen?

At the Presidio School of Management, we first heard of dialogue framing through the work of George Lakoff (Don’t Think...[read more]

» Maryline Lewett | October 16, 2005

Disney’s new CEO: “If we sit back and rely on old technology, the consumer is going to pass us by”

Robert Iger, the new appointed CEO of Disney, might have big shoes to fill by replacing the fallen King Michael...[read more]

» Maryline Lewett | October 13, 2005

Buy the world a Coke or a glass of water?

In this week’s Economist magazine, there is an article entitled “In hot water: The world’s biggest drinks firm tries to...[read more]

» Holly Coleman | October 12, 2005

Green Marketing vs. Not - On Gasoline

British Petroleum and ExxonMobile both sell the same thing - Gasoline. Both are strong and globally recognized brands with 19.3%...[read more]

» Nick Aster | October 12, 2005

The Holy Breath of Inspiration

The market is Western culture’s cosmology. In the space where symbols, archetypes and elemental energies once occupied the Western psyche,...[read more]

» Palma Vizzoni | October 11, 2005

Corporate Marketers Be Aware: Scan the Environment with Care!

Could hurricane Katrina be a classic case of “Blowback” to the Bush Administration’s refusal to sign the Kyoto Protocol? From...[read more]

» Paul Liotsakis | October 10, 2005

Beauty Engineered Forever - Hip, Effective, and Green

One of the problems with "green marketing" is that, ironically, appearing "too green" can scare away a sizable segment of...[read more]

» Nick Aster | September 28, 2005

Women - the New Target Market and Influencers in the Video Game Industry

I recently ran across an interesting article in the Sunday Herald that looked at the game industry and its impact...[read more]

» Kirsten Liegmann | September 27, 2005

A possible vision behind Ebay’s acquisition of Skype?

It was announced in a big marketing splash: eBay will buy Skype. The business analysts were perplex, the Skype consumers...[read more]

» Maryline Lewett | September 27, 2005

Green Marketing - Joel Makower's Excellent Wrap Up

In looking for a topic on Green Marketing this week, I came upon Joel Makower's excellent wrap up and critique...[read more]

» Nick Aster | September 19, 2005

PhatGnat Youth Marketing Survey

A very useful form of marketing research is survey taking. Surveys are undertaken by companies themselves - perhaps via a...[read more]

» Nick Aster | September 17, 2005

Medium and Message

There are (at least) two ways of approaching the subject of sustainable marketing. On the one hand we can...[read more]

» Bob Gower | September 15, 2005

Starbucks "Everything Matters"

Airline Magazines are a specific and unique genre of publication, typically purchasing articles from free lancers and periodically, if not...[read more]

» Nick Aster | September 7, 2005

About The Presidio Managerial Marketing Blog Project

This project is a part of the Managerial Marketing course at the Presidio School of Management in San Francisco. Is...[read more]

» Nick Aster | September 1, 2005




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