I just ran across a story on a green wedding contest and knew I needed to read further. By the time you read this post, the voting process may have been started (voting starts January 12th), but the premise of this post is important. Clay Hill Farm, an event, lodging and natural wildlife habitat, had a contest to win a $40,000 complete wedding at Clay Hill Farm in York, Maine.
The five semi-finalists need to start campaigning for the wedding of their dreams and encourage the public to vote for them by ballot--an ingenious way to get exposure for Clay Hill Farm, the sponsors and the couples. Since Clay Hill Farm just became certified as a green facility in Maine, I wonder if they used this contest as an opportunity to generate exposure.
Here is a little more information on the giveaway:
“The Green Wedding Giveaway is a contest of commitment, challenging couples to creatively explore the parallel of a commitment to each other and a commitment to the earth. The Green Wedding Giveaway encourages couples to tell their story of how green can fit into their lives. The contest is not a measurement of green, rather an exploration of how a modern concept has roots in traditional values. In this troubled economy, the Green Wedding Giveaway is a unique and timely opportunity. Contestants will be judged on creativity and a demonstration of the contest message.”
The top-five semi-finalists will be interviewed on the radio, videotaped and quoted for the press to help the general public learn about their unique stories.
The reason I am writing about this contest is because I think this is a creative way to generate exposure for your green facility, product or service. It lends itself to creating a differentiation, rising above the clutter with a message that “We are committed to being green and recognizing other people who are committed;” it brings awareness green issues and shows people how others care and how they can get involved; and it brings a massive amount of public exposure to Clay Hill Farms. They are taking action and action speaks louder than words saying how green they are. Consumers want to see more action and fewer words. Think about how your company and/or brand can create a similar campaign to get the word out through actions.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
