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Charismatic Megafauna as a Marketing Tool

Charismatic Megafauna as a Marketing Tool. Animals: The Cute, Cool, Cuddly, and Majestic Sell. Todd A. Bridgeman Professional Science Master’s Program Environmental Science Oregon State University BA 506 February 12, 2007. Overview. What is Charismatic Megafauna Marketing? Examples

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Charismatic Megafauna as a Marketing Tool

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  1. Charismatic Megafauna as a Marketing Tool Animals: The Cute, Cool, Cuddly, and Majestic Sell Todd A. BridgemanProfessional Science Master’s ProgramEnvironmental ScienceOregon State UniversityBA 506February 12, 2007

  2. Overview • What is Charismatic Megafauna Marketing? • Examples • Case Study • Lessons Learned

  3. Charismatic Megafauna Marketing: 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. Examples:

  4. Beaver(Castor canadensisis)

  5. Humpback Whale(Megaptera noveangliae)

  6. Bengal Tiger(Panthera tigris)

  7. Trunk Monkey(Trunkus Monkeyus)

  8. Trunk MonkeyProvides Perceptions of: • Security • Safety • Friendship • Piece of mind

  9. Is this an just and excuse to show funny monkey videos? NO! • 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) Source: The Oregonian, Jung, February 2, 2007

  10. 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

  11. Thank You Questions?

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