Putting the “big” in big idea marketing
What comes first, a big idea or a story? Well, a big idea never gets communicated or embraced without a fantastic story behind it. On the other hand, a great story needs a payoff – a big idea. Mind. Blown. This conundrum becomes less an issue when you look at an idea and a story as two sides of the same shiny coin.
A big marketing idea can take the shape of a contest that helps energize a high school. Or it can be an interactive online game that lets you have fun while you learn and gives you the ability to share your results and scores. You can even find a big idea in a well-written and persuasive letter. While these ideas may be disparate in nature, they all revolve around simple, powerful stories.
The company that energized schools
Jacobs & Clevenger helped Consumers Energy spread the word about its Green Generation renewable energy program to Greater Michigan. This story was about conservation and cost savings now and for generations to come. A great story. But J&C suggested that Consumers Energy invite high school teens to help tell the tale and make the story even more powerful. The big marketing idea was called the “green scenes” video contest.
A contest kit sent to high school administrators initially spread the word. Then kids at participating schools submitted videos in which they sang, danced and otherwise showed how energetic and interested they were in green energy. Entries were judged based on enthusiasm, relevant ideas and keen insights. Those entries were then put to the final test – an online community vote. Several schools were awarded cash prizes that they could use to revitalize their facilities. The grand-prize winner won $5,000.
However, the success of the contest went well beyond the money awarded. The inspiration to look at green energy initiatives helped entire schools and communities become more energy-conscious. That led to savings and increased awareness of renewable energy. Consumers Energy, our client, received terrific attention as these videos were shared via Facebook and Twitter and Michigan better appreciated this green-thinking company.
Big marketing driver
HERE provides navigation system map updates to major automotive manufacturers and GPS navigation companies, such as Garmin. Translated: HERE gets the word out on what’s new and interesting when it comes to highways, byways and points of interest (shopping, restaurants, etc.) on a map. To tell the HERE story, J&C suggested developing a game.
“Uncharted Territories” was an online game that explained why auto owners should update their navigation system maps. We pointed consumers to a page that let them control an online “car.” Everyone loves driving games, from the time you are old enough to hold a game controller. The auto owners we targeted did so as well as they found out how they could save time (getting from point A to point B) and money (gas and wear and tear on a vehicle) with updated maps.
The results were more than enough to get HERE revved up: 86% of all landing page clicks converted to leads. More than 12,000 impressions were made as the game was shared on Facebook and Twitter. On top of that, HERE was able to capture contact information to better serve car owners who played the game. This level of engagement through fun, interactive storytelling helped HERE’s business. However, it also helped J&C win first place in both marketing and creative categories at the Chicago Tempo Awards.
A direct mail letter for the ages
Not all stories are told online. One of the most powerful marketing tales of all time came in the form of a mailed letter.
“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college … both were personable and … filled with ambitious dreams for the future. Recently, these two men returned to college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And … had gone to work for the same Midwestern manufacturing company…
“But there was a difference. One of the men was manager of a small department of that company. The other was its president. What made the difference? … The difference lies in what each person knows and how he or she makes use of that knowledge.”
The company that produced that big idea was The Wall Street Journal, a publication known more for financial acumen than emotive storytelling. But the letter worked and the Journal saw its subscriptions soar. And while stories can be short narratives, multifaceted contests, interactive games and more, all the good ones share something in common. They contain big ideas that strike a human chord with their intended audiences.