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
Overview
• What is Charismatic Megafauna
Marketing?
• Examples
• Case Study
• Lessons Learned
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:
Beaver(Castor canadensisis)
Humpback Whale(Megaptera noveangliae)
Bengal Tiger(Panthera tigris)
Trunk Monkey(Trunkus Monkeyus)
Trunk MonkeyProvides Perceptions of:
• Security
• Safety
• Friendship
• Piece of mind
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
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
Thank You
Questions?