The power of the small idea.

The power of the small idea.

If you haven’t heard, Betty White will be hosting Saturday Night Live in the near future. If it seems a bit odd to you that an 80-year-old comedic actress will be hosting a show targeting a much younger crowd, join the club. It’s an amazing ending to a pretty cool story. After a Snickers ad featuring Betty White appeared during the Super Bowl, a random internet patron named David Matthews decided that it was time for Betty to get her due. He started a fan page on Facebook demanding the actress host SNL and the Betty White fans began flocking. Was he really a Betty White fan? Did he really care if she got to host or not? Did he start this page as a joke? It doesn’t matter. What does matter is that hundreds of thousands of fans liked the idea and, in the end, so did Lorne Michaels.

This story is a great reminder that we should have a healthy respect for the power of the individual user in today’s wild world of open communication. But, it’s also a great reminder of the power of the simple, small idea.

In the world of sustainable marketing, small ideas (like starting a Betty White fan page) can turn an ordinary ad campaign into an attention-grabbing beast. Ideas like this, in support of a bigger campaign idea, can help bring people together who may not be like-minded about everything “green.” These small ideas might not have real meaty content, but they can have a huge impact by carrying people to a bigger message in a universally palatable way.

Unfortunately, these smaller ideas are often the ones that get passed over, forgotten or outright killed every day in the ad world. It’s a mistake to ignore them, though. They can be a powerful gateway to the mainstream consumer if used properly within a campaign.

If you want your green product or service to sell at a mainstream level, you need to connect with the mainstream consumer. So, once you’ve got that killer, big idea in place don’t be afraid to think small.

About the Author

Larry Washington

Larry Washington is a former contributor to Shelton Insights.

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