As we bear down on the festive break (we're still debating whether or not to go X(mas)-rated), we are rushing to put together a little year-end promo piece to a select group of 'major media influencers' to introduce our site's imminent 'New Year's Evolutions'.
I doubt any of them will be reading this, at least now, so I don't think I'm giving too much away by saying it's going to be a teaser series of re:use ideas (with even the thing they are sent out on being, in Junkk-fashion, itself re:useable - I hope with such a self-imposed requirement we are not setting ourselves a rod for our own backs that will become a bar too high to achieve one future day) sent out in series, based on the theme of the TwelvE:ways of Christmas. Cheap, quick, hopefully impactful, useful, welcome... and doable in the time (fingers crossed).
Thing is, one part of the concept is to get noticed by hitting 'em 12 times with 12 sequential packs that assemble into a whole at the end, thus demo-ing the Junkk advocacy of loyalty-based ideas to reward folk as well the brands they stick with.
Our one concern is whether we're going to cop it from some of the more 'T-huggable' (potential in those first four letters in future I feel) because we're 'wasting' resources with a multiple mailing. And it's true. We are being more wasteful than we could be. But that's the problem when it all gets finger-pointy; there'll always be a reason not to do something. So to do what you need to do, you just have to do what you hope is best, and accept some compromise is inevitable.
This came to mind as I was reading the online version of one of our proposed targets; one that can get a bit finger-pointy on occasion.
They are promoting a very worthy charity-based effort involving an auction. Good on 'em, and best off luck.
It has all sorts of neat stuff those with a few spare bob can bid for to help those less well off.
The usual. Meals, sports events, etc, with the rich and famous. Tasty and tempting one and all.
But I was lured to the actual article by the following on the homepage, replete with swanky picture:
"Drive your peers wild with envy when you cruise past in a new Bentley, driven by a chauffeur with a uniform and an air of superiority. You'll have to hand the car (and driver) back at the end, but you'll be a king for a day."
I know why they did it. It was one of the more visually interesting offers and would probably elicit the best response. But you can see how those of a more literal e-disposition may see fit to wonder if driving around in a multi-litre limo for no good reason is really in keeping with saving the planet.
Hence my seeking to instill a certain acceptance that we need a spirit of compromise in the way we all view the efforts of others.
One final smile: the last (saving the best?) bid on offer is a green makeover from their very own e-lady: She'll visit your home and suggest how to make it more environmentally friendly: how to eat better, lessen electricity bills, buy pollution-gobbling plants... (Not previously offered)
I especially liked the fact that it closes with the disclaimer that it requires her 'agreement in relation to location'.
You could always do a combo with the Bentley!