In 2008 the American Marketing Association released their newest definition of marketing, as follows:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
If we as bird conservationists wish to increase our ranks, we should apply this new definition to promoting bird conservation. So let’s break this definition down.
“…activity, set of institutions, and processes…”
Promoting bird conservation requires action from a wide array of sources: teachers and schools are essential to getting the word out on how important birds are and why the conservation of them is so important. Along with teachers are parents, the government, and of course the birding community as a whole.
One of the most important things the birding community must realize is that every time we as birders are in the public, we are representing bird conservation. Every time a list-serv discussion turns into a name-calling, whiny display of immaturity, new birders are lost. Each time a photographer is scolded in the field for “getting to close”, another conservationist might be lost.
Black-throated Green Warbler
“…creating, communicating, delivering, and exchanging offerings that have value…”
Blogging has afforded many birders with the opportunity to easily create, communicate, deliver, and exchange their thoughts and ideas. Whether these all have value is up for interpretation, but the tools are available for anyone with an idea to reach others.
Bird conservationists must capitalize on this medium but not just to reach other bloggers. Many websites positioned to promote the wonderful birding places we have do a terrible job of connecting. The National Wildlife Refuge System is a prime example of a whole series of websites that are mismatched and poorly displayed. Many barely illustrate why anyone would want to go there. If a curious person wants to enjoy nature in a new place yet can’t find out any real information online, they may not be able to find it anywhere else.
“…for customers, clients, partners, and society at large…”
Who are we creating value for? Bird conservation efforts benefit customers – those that hike, camp, photograph, etc. but aren’t “true” birders. Clients are those that profit off bird conservation or the byproduct of it: natural environments for people to enjoy (with their thousands of dollars worth of equipment).
Partners are us birders. We have a direct claim in the fact that there are places to go birding. But if we are unaware of bird conservation efforts in need of volunteers, citizen science projects, policy changes, etc. it makes acting on these impossible.
Lastly, bird conservation marketing requires value to society at large. There has been and always will be millions of people who don’t care and won’t help. Yet, society will always benefit more by having natural places, clean air and water, and wildlife diversity than without.
The new marketing definition can easily be applied to bird conservation but in order to save birds, we must all be proactive in our approach to reach some lofty goals.
“To truly be a bird conservationist is to preserve land not only at home but in places you may never visit.” –Eddie Callaway, Birdfreak
Excellent post, Eddie!
I totally agree with it, count me in for ANY conservation projects you may develop in the future, to help you replicate it on this side of the world!
Thanks for the great information and resources you always provide 🙂
Birdfreak – I do hope all of us bloggers are considered doing our part in not only marketing, but also active in bird conservation. It’s very interesting when I go out to local areas to bird and take pix – I will usually run into curiosity seekers. But on the other hand, these folks walking around the same areas are “nature lovers” at heart. I do believe the best marketing is done in our schools, but we all can also be good examples of bird conservation when in the public eye.
That was an interesting post that made me think-hmm-what else should I be doing? At least I do try to interest other people in birds and don’t discourage new birders.-I guess that list-serve name calling stuff takes place in every state in one way or another.
Melissa – thank you and we’ll always keep you posted on any new ideas. We appreciate your kind words as they inspire us to keep working 🙂
Mary – The bird blogosphere is doing a wonderful job at promoting birding and bird conservation. As a marketer by trade, it is fun to try and apply these principles to bird conservation.
Larry – We know that we could do more (especially when meeting non-birders at the local parks) but often it seems the little things are the most important. Sharing that scope view, explaining what that bird singing is, or just how cool birds are.
You’re probably right that the list-serve stuff happens in every state… that’s the problem with anonymity online.
I’m pleased to know that so many people in our area are active birders. Always nice to bump into them at the local nature areas, too. Sorry I haven’t been around much lately (again.) Had some back troubles.
As always, something worth saying…it can be hard at times not just to be a “selfish birder,” and making sure I give back to the birds that have provided me so much enjoyment.
Lana – Sorry to hear you had back trouble; our area has many birders but it would be nice if there were more.
Vern – 100% agreement. We are devoted to bird conservation because these wonderful birds deserve better for the joys they bring!!