Marketing Trends May Come and Go, But "Roaches Are Forever"

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When was the last time someone asked you to name a roach in honor of a loved one? Most likely, never. Which is why, when the Wildlife Conservation Society proposed the idea as a Valentine's Day alternative, I couldn't resist.

When was the last time someone asked you to name a roach in honor of a loved one? Most likely, never. Which is why, when the Wildlife Conservation Society proposed the idea as a Valentine's Day alternative, I couldn't resist.Earlier this week I received WCS's newsletter, Wildlife Matters. I scrolled through and came to the following, an opportunity to name one of the 58,000 Madagascar hissing roaches that currently reside at the Bronx Zoo:

I have to admit that this is one of the cleverest marketing campaigns I've come across in a long time -- in part because of its simplicity; in part because of its creativity. Clearly, WCS knows it audience. Seriously, what member of WCS wouldn't want to do this? It's for a good cause, it's utterly unique, and the opportunity to have fun with your personal messaging to your recipient(s) is irresistible. I immediately sent one to my daughter.

WCS also gives both the sender and recipient the ability to share its charitable, buggy gift giving idea via Facebook. I've decided to share it here--to bug, er, inspire you to think differently for your next marketing campaign: How can you grab your customers' attention in a surprising new way and get them to take some action in the moment?

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EXPERT OPINION