We’ve covered legal marketing in numerous Bulletin issues and have imparted this known advertising truth: Sex sells. Not the generic type ad execs are prone to clone but the simple hardwiring differences between the genders. Our minds are primal-brain trained for long term survival.
This seems to be a duh-factor for most, but, and the focus of this week’s Bulletin, is that even that old Mad Men maxim has cleverly reached previously untouchable, seemingly unrelated, niche markets. Specifically, the greenies. Two examples of brilliant sex/green cross marketing campaigns, using a simple advertising tool – the annual calendar are:
- The Philadelphia Eagles 2009 cheerleaders’ calendar, printed on recycled paper, features the cheerleaders wearing bikinis made from 100% organic cotton and accessorized with natural stones jewelry.
- Habana Outpost, NYC’s cool new eco-friendly restaurant (utensils are made from potato-based compost, they use corn cups and smoothies are processed through a bike-powered blender, $1 off if you ride the (stationary) bike yourself) offers up its 2009 Chicas Habas (Girls Gone Green) calendar on recyc paper, of course, and printed with soy ink.
And lawyers almost hit the ultimate feel-good, carbon footprint accounting, animal friendly marketing trifecta with the (possibly first ever) Beautiful Lawyers calendar to benefit Greater Boston Legal Services (whose sub charities list includes the Animal Rescue League of Boston). The Beautiful Lawyers calendar is also equal op: male and female JDs, (no bikinis, on either) but it is printed on REAL, glossy expensive paper with regular multi-color ink, no less. Sigh… Wait, we have 2010!
But now, my innate competitive NY spirit demands that the 2010 BL calendar be an Empire State version. Send in pics and charity suggestions. We’ll donate our marketing advice on covering the green brownie points. NY can’t get beaned on this one!
BTW, is anyone else curious about the Habana Outpost’s chicken and steak menu?
BNI Operatives: Street smart; Web savvy; Green conscious; Pet friendly. (No, as far as we know, there are no plans for a Police Canine calendar for furry friend lovers.)
(This entire post may be an outpouring of the stress of enduring a 2-year presidential campaign but lately, I’m finding it easier to concentrate on wall calendars than mega-worries Wall Street, Detroit and France’s new found admiration for the U.S..)
Seriously, stay safe all,
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