charismatic megafauna as a marketing tool animals: the cute, cool, cuddly, and majestic sell todd a....
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Charismatic Megafauna as a Marketing Tool
Animals: The Cute, Cool, Cuddly, and Majestic Sell
Todd A. BridgemanProfessional Science Master’s Program
Environmental ScienceOregon State University
BA 506February 12, 2007
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Overview
• What is Charismatic Megafauna
Marketing?
• Examples
• Case Study
• Lessons Learned
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The use of charming large animals which people can readily identify and/or sympathize with, for the purposes of marketing products and services.
Marketing plays to well-liked perceptions of these fashionable animals in order to identify certain
products, services, and brands with those popular perceptions.
Charismatic Megafauna Marketing:
Examples:
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Beaver(Castor canadensisis)
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Humpback Whale(Megaptera noveangliae)
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Bengal Tiger(Panthera tigris)
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Trunk Monkey(Trunkus Monkeyus)
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Trunk MonkeyProvides Perceptions of:
• Security
• Safety
• Friendship
• Piece of mind
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Is this an just and excuse to show funny monkey videos?
• Marketing Agency R/West of Portland, OR created the first Trunk Monkey ad in 2003 for < 50K.
• A huge success! Dealerships throughout the U.S. and as far away as New Zealand pay R/West license fees to use the commercials.
• Trunk Monkey license fees are now the “largest source of revenue” for the agency!!
• Profits split with Suburban Auto Group (non-disclosed)
NO!
Source: The Oregonian, Jung, February 2, 2007
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Lessons Learned
• Marketing serves a purpose.
• Powerful tool and it’s not all evil.
• Can generate significant and unrecognized revenue streams.
• Everyone needs a Trunk Monkey
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Thank You
Questions?