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Patagonia, Jumbo Wild, catalog, Patagonia catalog, content marketing, direct mail, mail order sales

Content Marketing Example: The Patagonia Catalog

October 18, 2015 /

“We have three general guidelines for all promotional efforts by Patagonia, both within and beyond the pages of the catalog:

  1. Our charter is to inspire and educate rather than promote.
  2. We would rather earn credibility than buy it. The best resources for us are the word-of-mouth recommendation from a friend or favorable comments in the press.
  3. We advertise only as a last resort.”

Written by Patagonia’s founder Yvon Chouinard and quoted from page 155 of Let My People Go Surfing: The Education of a Reluctant Businessman, these words set up a strong content marketing approach.

Part book review and part illustration of content marketing, this post breaks down the why and what of a beautiful, 68-page print catalog recently delivered to our home by the United States Postal Service.
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falls, nature, pines, pine trees, falls, water, natural capital, primary goods

Nature Dependent: Primary Goods and The Primary Economy

October 3, 2015 /

The founder and former CEO of Vanguard and creator of the first index fund, John C. Bogle opened Chapter 1 of “Enough” with this “wonderful old epigram from 19th-century Great Britain.”

“Some men wrest a living from nature and with their hands; this is called work.

“Some men wrest a living from those who wrest a living from nature and with their hands; this is called trade.

“Some men wrest a living from those who wrest a living from nature and with their hands; this is called finance.”

Reading Bogle reminded me a bit of reading John Wooden – straightforward, practical, diligent, down to earth. That he opened a book about true measures of success with this old saying is inspiring – and it immediately conjured other recent reads.

Reading this epigram reminded me very much of reading John Michael Greer’s The Wealth of Nature and E.F. Schumacher’s classic Small is Beautiful.

Here’s how – and what it means for humans, nature, and economics.

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online marketing, marketing conference, conference, digital marketing, Copyblogger, Authority Rainmaker, 2015, Denver, Colorado

1-3-9-12: My Authority Rainmaker Conference Review

May 21, 2015 /

Bastardizing Dan Pink’s elegant 1-3-5 opening keynote structure at Authority Rainmaker 2015 … my 1-3-9-12 review of the online marketing conference.

Pink: 1 insight, 3 principles, 5 takeaways

Me: 1 recommendation, 3 reasons, 9 themes, 12 quotes
(yes, I’m willing to break the triad)

 

Subtitled “Integrated Content, Search, and Social Media Marketing (Plus Invaluable Networking),” Authority Rainmaker is Copyblogger‘s (now annual!?) online marketing conference.

I enjoyed the privilege of attending thanks to BombBomb | Relationships Through Video.

To organize my own thoughts (initially captured in 20+ pages of handwritten notes) and to provide a necessarily pale representation of a truly wonderful event (like trying to capture a spectacular sunrise on a spectacular landscape with a photo), my 1-3-9-12 review …

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