The CARE of Marketing
Online, November 10, 2009 (Newswire.com) - SANTA BARBARA, CA - The field of media is rapidly changing with the closure of major publications across the nation and the simultaneous rise of "social media," and yet the basis of marketing must too evolve, illustrated by industry veteran and Organic Marketing™ pioneer, Gillian Christie.
"I am frequently asked to speak on "green marketing," and each time I reiterate how important it is to have all marketing based in authenticity and care for every person along the process-from the client to the media to the end customer," explains Gillian Christie, Founder & CEO of Christie Communications (www.christiecomm.com). "Somewhere along the line, 'old school' agencies became so concerned about the "what," that they lost track of the "why," the true purpose of marketing."
Christie further details that the 'what' was merely product impressions and 'clever' ads, but the omitted 'why' was the entrepreneur's original dreams and his or her care in developing new products or services.
"Waiting in line at the airport recently, I was barraged with advertisements from the screen at check-in all the way to the bins for my shoes at the security," Continues Christie. "Yet not one of those ads got me to take action despite the amount of money that went into creating them. Lots of 'what' they were selling, but no 'why' I, as an individual, would benefit from buying what they were advertising. Those advertisers truly did not care about me as their customer."
Christie Communications is a company that cares and integrates this care into all campaigns. To Christie Communications, CARE is about Communicating Authentic Results and Experiences. The company's founder asserts that when this becomes the standard through all marketing, companies can develop more ethical products, new entrepreneurs will be inspired to create better solutions, and environmentally, there will be less wasteful advertising and 'what' oriented messaging.
Per Christie, "Madison Avenue agencies forced people to be codified by demographics rather than as human beings, dehumanizing the entire process of marketing and removing the 'public' from PR. The economic challenges we are facing today simultaneously present us an opportunity and the ability to fully embrace the 'why' we market so we are truly able to communicate with authenticity and care."
According to Christie, the logical evolution of today's environmentally-aware business practices and sustainable consumer lifestyles is the re-thinking of publicity itself, continuously based in CARE.
Since launching the business in 1994, Ms. Christie has attracted an impressive client roster, partly due to her disarming directness about the firm's commitment to work only with ethical companies, but mostly as a result of her track record. She says it's why she describes Organic Marketing in her client presentations as "not simply marketing organic products but marketing ethical products and services organically."
The goal of all marketers, she believes, should be to move beyond expensive and repetitive mainstream 'shotgun' marketing in favor of campaigns that are more holistic in nature, based in care.
To meet Organic Marketing's objective of delivering maximum results with minimal use of resources, the firm uses extensive market analysis based on a process Ms. Christie calls Goal Identification and Conversion Market Research.
"Marketing without CARE is just wasted electricity and paper," said Christie. "People matter and it is the responsibility of all to care for each and everyone. Especially in marketing."
About Christie Communications
Christie Communications is a full-service public relations, branding, marketing, and advertising agency dedicated to helping ethical businesses, entrepreneurs, and socially-conscious organizations broaden their impact through effective communication services. Christie Communications goes beyond branding and other marketing buzzwords. It is a company based in philosophy, driven by passion, and known by its results. The Christie CommUnity Foundation creates a "ripple effect" of global betterment through creating and promoting innovative, results-oriented initiatives for the betterment of the world.
Gillian Christie, Founder and CEO is available for speaking engagements and interviews.
For further information or to schedule an interview, please contact Alissa Sears at Christie Communications by phone at (805) 969-3744, or email alissa@christiecomm.com.
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