Marketing Day: Goodvertising and the art of giving back - Contagious Magazine (#md2010)

Jessica Greenwoud from Contagious Magazine about how companies and brand can turn into trusted brands. From a teacher and music producer, she landed at Contagious Magazine. The consulting Contagious is doing is becoming as important as the magazine itself. Let's talk about ethics and trust... like the slogan of contagious, let's give you marketers a final warning sign.

Key take - aways:

• Goodvertising will have an impact on all elements in the supply chain. From the secretary to the marketing initiatives
• You need to have focus, not look at it like a hobby
• You have 48 hours to change from bad to good
• ethical sector rose 58% the last year in the UK
• 73% of chinese rather prefer ethical goods (source: Ruther Finn)
• if you do anything ethical, GIVE BACK
• everybody is organic, green, etrc. so you have to stand out.
• your branding should aim on bringing people together, not blasting at people
• Brands that are in change: Pepsi (with their refresh project), Miller, Gatorade, Lacoste (save your logo) etc
• PR: give people stuff that they want to talk about. They = consumer
• The 5% club: spare this amount of time, resources and budget on innovation (eg.the Fun Theory)

•  it can be fun, not boring, even with ethical brands/initiatives 
• Case: Goodguide.com ... rating system for products, now also with an iPhone app with instant scanning.
• Seventh Generation: eco dypers : taking rapidly market share from Pampers. They warn people with their initiative "million baby crawl" that regular dypers are toxic
• Nestlé with Kitkat gets slashed because they ruin rainforests for palm oil. Customers taking over the talks and Nestlé blaming bloggers and customers... worldwide negative coverage for free!
• Best buy: twitter as a support desk, with a group of people  answering questions in real-time
• Chalkbot of Nike; chalking messages on the road with automatically feedback to the consumer with the coordinates of where it's located (awesome!)

Say loud what you do!