Marketing eTips – Lesson #6

by | Oct 16, 2003 | Archives

How old time values and adventure can affect your business and investing.

This is the sixth lesson in the business and investing course that shows why colonial property, nostalgia and old time values have extra appeal in this day and age. This knowledge can help you improve your business and investing.
I have started a new business, and this course shares philosophies on business investing and marketing and we examine the businesses to understand how these philosophies have been incorporated at So this course is not theory, but shows how a business is actually using them now. If you have not read lessons one through three, they are Lesson one, Lesson two, Lesson three, Lesson four, & Lesson five.

Technological eras and the nature of man will expand markets in adventure as well as nostalgia. We want what we no longer have and our sanitized, rule bound, specialized compartmentalized lives are now pretty safe. So we want to take some risks. This is where adventure comes in.

A specific example of how to use this knowledge when looking for good investments is the Orvis catalogue company. Their marketing reeks of adventure though they are mainly selling shirts, jackets, shoes and pants. They have been selling sports clothing and equipment for over 100 years and will stay in business because their catalogue is so attuned to these times.
One recent catalogue was more an adventure travel book than hard sell catalogue. It featured five pictorial themes, “The Serengeti Safari, Walking with the Masai”, “Amazonia, Cruise the Amazon and Rio Negro”, “The American West”, “A Celtic Journey” and “Gulf Coast, the Bird’s Eye View”.

Pictures included scenery, wildlife, rugged outdoor type people, (a cowboy, African photographer, fly fishing guide, two authors of outdoor books and a tug boat Captain) and you get so caught up in the stories that the offers sort of sneak up on you. The whole package keeps you reading. This sells and is marketing at its best. Plus of course there are numerous mentions that Orvis is committed to conservation and gives 5% of its pre-tax profit for the conservation of critical fish and wildlife habitat (which sells to the convictions market). Get an Orvis catalogue and use it as a bellwether to gauge the marketing acumen of any company you might be considering for an investment.

Orvis: Historic Route 7A. Manchester Vt 05254, Tel: 1-800-548-9548 or
Along with adventure there is a growing market for inner peace. Today’s society may be safe physically but it is loaded with mental stress.

A perfect example of how this plays into the marketplace is typified in a recent USA Today article entitled “Rafting the stretches boundaries”. The article is accompanied by a woman doing yoga on a cliff deep in the woods overlooking a rushing rapids. The article tells how yoga-whitewater rafting tours are becoming a rage. Six companies now offer yoga-themed trips in terrain as diverse as the Sawtooth Mountains of Idaho to the tropical highlands of Fiji.

Old time values, nostalgia, adventure and inner peace. They are related and they sell. Look for businesses and investments that are in tune with this. Until next lesson, which looks at how markets for inner peace may grow, good investing and business.
Want to know more about how the next economic era will affect your investments? Join Jyske investment Bank of Copenhagen and me at our November 7-9 course “Borrow Low-Deposit High” for investors. See for details.

Want to know more about how the next economic era can bring business opportunity for you? Join us at our January 9-11 course on using publishing in business. For details go to