Charismatic Megafauna as a Marketing Tool

Animals: The Cute, Cool, Cuddly, and Majestic Sell

Todd A. BridgemanProfessional Science Master’s Program

Environmental ScienceOregon State University

BA 506February 12, 2007

Overview

• What is Charismatic Megafauna

Marketing?

• Examples

• Case Study

• Lessons Learned

The use of charming large animals which people can readily identify and/or sympathize with, for the purposes of marketing products and services.

Marketing plays to well-liked perceptions of these fashionable animals in order to identify certain

products, services, and brands with those popular perceptions.

Charismatic Megafauna Marketing:

Examples:

Beaver(Castor canadensisis)

Humpback Whale(Megaptera noveangliae)

Bengal Tiger(Panthera tigris)

Trunk Monkey(Trunkus Monkeyus)

Trunk MonkeyProvides Perceptions of:

• Security

• Safety

• Friendship

• Piece of mind

Is this an just and excuse to show funny monkey videos?

• Marketing Agency R/West of Portland, OR created the first Trunk Monkey ad in 2003 for < 50K.

• A huge success! Dealerships throughout the U.S. and as far away as New Zealand pay R/West license fees to use the commercials.

• Trunk Monkey license fees are now the “largest source of revenue” for the agency!!

• Profits split with Suburban Auto Group (non-disclosed)

NO!

Source: The Oregonian, Jung, February 2, 2007

Lessons Learned

• Marketing serves a purpose.

• Powerful tool and it’s not all evil.

• Can generate significant and unrecognized revenue streams.

• Everyone needs a Trunk Monkey

Thank You

Questions?