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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

Charismatic Megafauna as a Marketing Tool

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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 - PowerPoint PPT Presentation

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Page 1: Charismatic Megafauna as a Marketing Tool

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

Page 2: Charismatic Megafauna as a Marketing Tool

Overview

• What is Charismatic Megafauna

Marketing?

• Examples

• Case Study

• Lessons Learned

Page 3: Charismatic Megafauna as a Marketing Tool

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:

Page 4: Charismatic Megafauna as a Marketing Tool

Beaver(Castor canadensisis)

Page 5: Charismatic Megafauna as a Marketing Tool

Humpback Whale(Megaptera noveangliae)

Page 6: Charismatic Megafauna as a Marketing Tool

Bengal Tiger(Panthera tigris)

Page 7: Charismatic Megafauna as a Marketing Tool

Trunk Monkey(Trunkus Monkeyus)

Page 8: Charismatic Megafauna as a Marketing Tool

Trunk MonkeyProvides Perceptions of:

• Security

• Safety

• Friendship

• Piece of mind

Page 9: Charismatic Megafauna as a Marketing Tool

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

Page 10: Charismatic Megafauna as a Marketing Tool

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

Page 11: Charismatic Megafauna as a Marketing Tool

Thank You

Questions?