2008 November | Organic SEO Blog

Green is the new Grey. Creative Impact! Marketing really isnt black & white, the art is not black or white, infact green is my new creative grey as reaffirmed in Green & Black at the Marketing: The Art Of event I recently attended… another really engaging keynote speaker was Mark Palmer, Global Brand Director of Green & Black’s organic chocolate, his talk entitled ‘How to reposition an existing brand’. A really fascinating insight into their ingenious and acutely sharp marketing approach. I learnt Green & Black’s didnt just use the green angle to equal the green greed of green money that so many companies now so blatantly do, however their green approach has grown them a money tree, with sales rising from £4 million to over £40 million.

I actually have a bar, which I purchased from my local (independent) grocery store yesterday, however it was also available in my local supermarket, anyway the bar is sat on my desk with only a few pieces left - part curiosity but largely due to being exposed to some of their great marketing messages resulted in my call to action. Many of their greatly and simply creative marketing messages, which found me in Mark’s talk for the first time, delivered very well by Mark. The Chocolate bar itself, I chose a milk chocolate bar, also has substance as well as style branding wise – I’m sold, I really do like it!

If I’m honest however I feel the Green & Black’s brand can be delivered further by online channels, they have some very creative ideas that could be ingredients for better online marketing recipes, in-keeping with their ethical values, maybe viral isn’t the most tactful word to use in the food context, especially as Mark said he worked at Burger king when mad cow disease hit. However the same offline creativity that saw Green & Blacks put ingenious ads in the financial times telling bankers to “increase her interest rate”, and their newspaper and TV mag ’sponsorship’ of the clocks going back in winter and the dark nights getting in, blend in dark chocolate association, that creativity can melt further online.

Digitial media wise, first and foremost I’ve got to say greenandblacks.com is in need of some seriously applied SEO. Although position 11 (Google) at the time of writing this for the generic search of “chocolate” - they can and should be doing better in the organic search results. I never actually met Mark personally, but should you need some green organic Internet Marketing beans, I hope I’m a natural choice

A search on YouTube shows some sponsored links to GreenAndBlacksDirect.com - green could be the SEO and black could be the PPC, at times online marketing can seem like a black art, but keeping it green and free from artificial preservatives is fitting for online marketing as well. A Green & Black’s chocolate challenge video appears to be the most relevant, and seems a bit artificial and against their marketing grain…

With almost 600 views, the challenge video just scratches the surface of the big WWW chocolate bar in terms of what can be whipped up, Chocolate Mousse Made Easy is a more natural video but leaves an awful taste, its poorly produced User Generated Content (UGC), but contains Green & Blacks as an ingredient, over 2,000 views! So getting the marketing blend is an art in itself.

Talking of Green, as I usually do, I also had the pleasure of meeting and having lunch (green salad with green pesto Chicken) with Ian Green, from Green Communications. Ian had some real interesting points, and was a panellist on the Digital Dialogue session - discussing primarily social networking. His point about search engines being a reputation management tool was a particularly pertinent point, and I agree. Social networking is an intuitive way to establish dialogue with your audience, for example a blog like this. As with many tools that give you an edge, they can either be extremely blunt of sharp, and if used wrong can cause damage, but if used right can effectively chop down weeds (i.e. reputation management), and can be used to harvest a fertile online soil for great marketing seeds to grow into reality. If only I could get a fair trade and soil association thumbs up.

Right now I need to get ready for my virtual spring crop - I’m going to harvest some good greens.
I could just have some fresh spring onions, with duck and pancakes right now!

Spread the Seeds!

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I’m back, and I hope this message finds you well. I’m burning all cylinders full blast on some very exciting projects at the moment, however my blog is now back on my radar.
Marketing: The Art Of
This week I attended a Marketing Conference at the Sage in Newcastle, marketingtheartof.com - it was insightful and contained inspirational moments.
PR Guru Max Clifford was the headline keynote speaker, and he was a real down to earth human indeed. In a sense I have perceived Max as a brand himself, and in many respects he is, but it was good to see him in person and learn about his journey. Of course there was the celebrity noisy-notion in most of what he spoke, but it was interesting to hear a simplistic summary of what he actually does, the nuts and bolts of his world wide resonating PR machine. He mentioned 90% of what he does is not necessarily doing, but preventing - protecting his clients from damning and damaging PR.
It was interesting to hear he still does work for the Sinatra family. I know no more and wouldn’t dare say no more with the Clifford-Sinatra unit.