I 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.
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One of the problems with "green marketing" is that, ironically, appearing "too green" can scare away a sizable segment of...[read more]
I recently ran across an interesting article in the Sunday Herald that looked at the game industry and its impact...[read more]
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In looking for a topic on Green Marketing this week, I came upon Joel Makower's excellent wrap up and critique...[read more]
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This project is a part of the Managerial Marketing course at the Presidio School of Management in San Francisco. Is...[read more]
