• 广州公交爆燃嫌犯从小沉默寡言 家人曾察觉异常[图] 2019-06-15
  • 奥运对手阵容强大 中国男篮征途艰难 2019-06-11
  • 【图解】交通运输部:6亿农民“出门硬化路、抬脚上客车”正成为现实 2019-06-11
  • 德味手表了解一下 徕卡推出L1,L2机械表德味手表徕卡推出L1-手机行情 2019-06-09
  • “小波,中国的春天来了” 李银河《春天读诗》深情纪念王小波 2019-06-09
  • 勇士王朝?夺冠后经理又出豪言 而老板这番话有点无奈 2019-06-08
  • 牢记宗旨,不忘初心,奋勇前行,开创中华民族伟大复兴! 2019-06-08
  • 紫光阁中共中央国家机关工作委员会 2019-06-05
  • China Focus Dragon Boat Festival celebrated across China - Culture News - CQNEWS 2019-06-05
  • 夺取新时代中国特色社会主义伟大胜利的政治宣言和行动纲领 2019-06-05
  • 【湘潭天气】最新湘潭今天天气,实时提供湘潭气温、空气质量、24小时天气预报、生活指数查询 2019-06-05
  • 只要等一等就能多“等”出8600万美元! 2019-06-04
  • 沪深两市每年应该有50家企业退市,才能走上慢牛行情。 2019-06-03
  • 中文观潮:CBA“球鞋风波”为何难以平息 2019-06-03
  • 渭滨区结合村委会换届选举等农村基层工作开展反邪教宣传 2019-06-01
  • 订阅

    多平台阅读

    微信订阅

    杂志

    申请纸刊赠阅

    订阅每日电邮

    移动应用

    商业

    终于破了11选5出号规律: 拯救地球不妨试试营销

    十一选五369每天赚一千 www.iz05.com Adam Lashinsky 2014年05月28日

    出席今年《财富》绿色头脑风暴大会的首席执行官们、倡导可持续发展的人士以及政策专家们一致认为,要拯救地球,首先应当引导人们关心环保事业,而这正是营销专家们擅长的事情。

    ????七年来,《财富》杂志坚持举办绿色头脑风暴大会(Brainstorm Green),旨在探讨如何拯救地球。与会者的讨论主要涉及立法、监管、科学和金融等主题。今年,一个意想不到的工具——市场营销成了环保行动的一个主题。

    ????从首席执行官们到倡导可持续发展的人士再到政策专家们,与会者一再强调,更好地与选民们沟通、向他们宣传我们每个人能为环保事业做些什么的重要性。他们表示,法律、政策和各种项目的力量有限,下一步的关键在于使人们真正关心环保事业。

    ????这就要看营销大师们的了。

    ????李?克洛可谓广告界的传奇性人物,他曾经帮助史蒂夫?乔布斯推出了包括“1984”和“不同凡想”在内的一系列伟大的广告。如今,克洛与非盈利环保组织?;す剩–onservation International)合作,将推出一系列令人动容的广告??寺逶诒敬温躺纺苑绫┐蠡嵘险故玖艘恍┕愀嫘⊙?,其中一则十分激动人心。它以海洋的口吻进行叙事,由演员哈里森?福特配音。(福特是?;す首橹亩?。)广告语是:“大自然不需要人类。而人类需要大自然?!笨寺逯赋?,广告宣传活动需要有适合印在T恤上的标语。关键在于,以人们喜闻乐见的方式,使他们意识到我们人类需要爱护地球??寺逵氡;す噬杓频墓愀婊刮搅似渌矶嗝讼咨?,广告将在今年晚些时候亮相。(关于克洛的讲话,《财富》的克莱尔?齐尔曼进行过更详尽的报道。)

    ????一则旨在制止杀戮濒危物种的宣传活动的广告制作也很出色?;繁W橹吧仍幔╓ildaid.org)理事长奈彼得展示了他们制作的移动电视广告,广告中汇聚了一大批名人,包括姚明、威廉王子和莱昂纳多?迪卡普里奥。有些国家的文化把象牙和犀牛角当作珍宝,奈彼得希望能在这些国家把购买象牙和犀牛角的行为变成一种耻辱。这些广告十分感人,观之令人心痛不已。他们的标语也很棒:“没有买卖,就没有杀害?!笨孔盼⒈〉脑に?,奈彼得请到了纽约和伦敦的顶级广告公司帮助制作这些广告。上述广告已经发布;点击此处观看。

    ????即便对那些更严肃的环保运动而言,营销同样不可或缺。本次绿色头脑风暴大会的最后一天,我参加了一个名叫“能效爆发”( "Efficiency Explosion")的早餐小组会,各路专家在会上讨论了公用事业公司帮助客户减少电力消耗的方法。一位与会者指出,目前我们掌握了许多提高能效的方法,许多公用事业公司有很好的项目,有些政府也推出了很好的鼓励政策。但问题在于,绝大部分用户对于节能漠不关心。然而,技术人员深知,假如人们都能省一点电,积少成多,就能够大大地降低有害物排放?!澳苄Пⅰ弊倚∽榈某稍币恢氯衔?,节能事业要想取得成功,最后的关键在于更好地宣传节能的好处。

    ????不过,一切都还有希望。绿色头脑风暴大会的与会者感觉,痛苦的环境战正在渐渐平息。没人再去理会那些否认气候变化的怪人。因此,政策制定者们能够专注于找到解决方案。(美国总统奥巴马计划于6月2日发布新的环保方案。)一旦我们离答案更进一步,如果之后的最大障碍不过是教育、说服、引导或使出现代营销的各种手段,使消费者做正确的事,那就好办了。

    ????不同凡想,确实如此。(财富中文网)

    ????译者:项航

    ????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.

    我来点评

      最新文章

    最新文章:

    500强情报中心

    财富专栏

  • 广州公交爆燃嫌犯从小沉默寡言 家人曾察觉异常[图] 2019-06-15
  • 奥运对手阵容强大 中国男篮征途艰难 2019-06-11
  • 【图解】交通运输部:6亿农民“出门硬化路、抬脚上客车”正成为现实 2019-06-11
  • 德味手表了解一下 徕卡推出L1,L2机械表德味手表徕卡推出L1-手机行情 2019-06-09
  • “小波,中国的春天来了” 李银河《春天读诗》深情纪念王小波 2019-06-09
  • 勇士王朝?夺冠后经理又出豪言 而老板这番话有点无奈 2019-06-08
  • 牢记宗旨,不忘初心,奋勇前行,开创中华民族伟大复兴! 2019-06-08
  • 紫光阁中共中央国家机关工作委员会 2019-06-05
  • China Focus Dragon Boat Festival celebrated across China - Culture News - CQNEWS 2019-06-05
  • 夺取新时代中国特色社会主义伟大胜利的政治宣言和行动纲领 2019-06-05
  • 【湘潭天气】最新湘潭今天天气,实时提供湘潭气温、空气质量、24小时天气预报、生活指数查询 2019-06-05
  • 只要等一等就能多“等”出8600万美元! 2019-06-04
  • 沪深两市每年应该有50家企业退市,才能走上慢牛行情。 2019-06-03
  • 中文观潮:CBA“球鞋风波”为何难以平息 2019-06-03
  • 渭滨区结合村委会换届选举等农村基层工作开展反邪教宣传 2019-06-01
  • 中国足彩网彩票中心 天津快乐10分走势 30选5中奖奖金 排列三p3开机号试机号走势图 陕西快乐10分直3走势图 官方彩票网站吗 波克捕鱼 澳洲幸运10助手 中国业余围棋四大天王 排三组选杀号定胆 北京pk10预测走势 bbin真人游戏 江西多乐彩出号走势图 四人斗地主单机 辽宁十一选五综合版走势图