Today was my first day with Portland Fit, a running and walking training program.
As I looked around at the dozens of first time participants I couldn't help but wonder how many were inspired to sign-up after viewing their online video.
http://www.portlandfit.com/site/video1.shtml
Holly and I produced this video for USA Fit five years ago in 2003. It is one of our finest examples of "evergreen" advertising. Stories that are packed with so much truth and authenticity that they survive for years, even generations. This is in stark contrast to what most advertising concentrates on. The seasonal or campaign based form of advertising. These "seasonal" stories are only good for a short period of time before they need to be replaced with a new campaign. Sadly, it is what most companies are addicted to...and ad agencies love it because of the continued treadmill of campaigns that keeps their coffers full! The next few years will reveal an exciting transformation in advertising with more and more companies moving away from the seasonal ad to the evergreen story. For a sneak peek at companies who have already discovered this form of advertising, please visit our website at:
http://www.waveonegroup.com/stories.html
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2008 promises to be an exciting year for businesses that want to tell their story. Not just any story, but a story that reveals a company’s values. At the Wave One Group we call these ‘evergreen’ stories. These stories are so backed with truth and authenticity that they survive for generations. Our approach is ‘experiential’. In other words you feel as if you are there and ‘seeing’ a company’s values in action, ot just hearing about them. Please take a look at some of the stories we have told for both businesses and non-profits over the years:
http://www.waveonegroup.com/stories.html
Here’s to 2008 and telling your company’s evergreen story!
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