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April 09, 2008

How Method Moved to Social Media

Method_cb_tight I was honored to moderate the the discussion for the Method Social Media Case Study at BlogHer Business last week. On the panel, (left to right) were Amy Cotteleer, President of A Squared Group (A2G), Anna Boyarsky, Senior Associate of Influencer Marketing at Method and Kathryn Thompson, who blogs for Parenting.com and DaringYoungMom.com. (thanks CB for the pic)

In preparing for the discussion, I checked out A Squared Group and was instantly impressed. They just "get it" - this marketing to women thing as well as seeing women's for the "really new media" that they are. It's no wonder that Method chose A2G to help them develop a sincere social media program.

Detoxing Seattle

Method_detoxThe Detoxing Seattle program was a completely new way to enter into a market. Method, with it's sculptural design has been in major retail stores for a while, but it doesn't scream "Green" which is its main selling point in an evergreening market. I asked the BlogHer audience how many are "greenies" and a modest show of hands went up. When I asked how many used Method products however, and many hands went up. Without knowing it, they were supporting the green movement, the product's styling and recyclable packaging worked. Being green(er) than other options was icing.

What they did

The agency first got to know different bloggers, like Kathryn on a personal basis. Kathryn already had recognition in the local market, is an entertaining writer and someone who cares about how her home environment affects her family. Amy explained that her agency always tries to meet with Bloggers first to see if it's a good fit of values and interest or not. How many agencies are willing to do that?

Next they invited the women to a night out with cocktails and no expectations except to bring with them all the under-the-sink chemicals that they would want to take into detox. Even if no one liked Method, the night was still be a success. (Hundreds of toxic products were brought in.)

Afterwards, they sent a basket of Method products directly to each women's house. Pretty nice and unexpected. Needless to say, they had many nice things blogged about Method later and now that's a permanent part of the Method legacy for others to read including investors. I know I sure would invest in a company that is good to the planet and good to those who buy it. What's not to love? For the record, Method is the 7th faster growing privately held company in America according to Inc. Magazine in 2006.

What's next?

This very Social Media program will continue in Boston, Minneapolis and more major cities. Their plan is to detox the world one woman and one city at a time.

My thanks to Amy, Anna and Kathyrn for a great discussion that had us all laughing. If you want to be someone who "cleans like a mother" fill your house with Method eco-safe products.   

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