Comstock's magazine 1118 - November 2018 - Page 24

n WORTH NOTING buzzwords get social Organic adj./ôrˈɡanik/ Jay Eala: Homelessness and lack of positive activities for inner city youth. Martha Clark Lofgren: Assimilating extensive new development, divided by a freeway, in a way that maintains community and collegiality. Juan P. Novello: Disengaged citizens. Tamara Engel: Climate change and housing. @comstocksmag: "Can we work together to create one connected trail system from Lake Tahoe through Sacramento down to the Bay Area?" Characterized by continuous or natural development BY Eva Roethler ILLUSTRATION: Shutterstock The term organic might be the granddaddy of all buzzwords. The U.S. Department of Agriculture legitimized the organic label for food in the ’90s, putting a premium on its contents that turned them into gold. Since then, the organic market has seen sig- nificant growth: According to the Organic Trade Association, organic sales were $3.4 billion in 1997; in 2017 they were over $45 billion. Now corporate jargon has bought in. In recent years, this slippery adjective has pen- etrated a number of applications as a catch-all modifier. Think organic marketing, or- ganic content or organic growth. THE BUZZ Why we need to build the Epic Trail @BradB_at_SacBee: Yes, please. @NatomasNate: What a great amenity, what a great way to add value to citizens’ lives. We need more big ideas like this! Paragary’s Restaurant Group Marketing Director Leidhra Johnson is a local marketing maven. “I’m pro-organic as a marketing term," Johnson says. "It’s one more way of de- scribing what we’re doing and creating a picture. It’s a widely used word in different elements." Johnson says she’s seen the word used often, particularly in the marketing agency world. “It comes up a lot when you are talking about strategies,” she says. “I feel like I don't necessarily use it in my day-to-day when talking about execution of our plans." She also notes that the word comes up a lot in marketing seminars, since it’s so widely understood. “I think it’s something that people can digest pretty easily,” she says. THE WORD 105 @comstocksmag #FBF Woodland’s Dinner on Main 2018 | see additional photos by @bluewinggallery at comstocksmag.com 24 comstocksmag.com | November 201 8 But what is true organic marketing? “It tends to mean a slower build,” Johnson says. For example, consider paid advertising versus organic advertising — or in other words, good old fashioned word of mouth. “It takes time, rather than paid ads which reach a goal right away.” As an adjective, it’s descriptive and offers an alternative to authentic, natural or un- paid. When it comes to best practices, Johnson advises using the word organic authenti- cally: “Be true to the word. If you are calling something organic marketing, make sure it really is authentic and communicating your mission or values as a business, and tying into your overarching brand,” she says. You might even say you should just let it happen ... organically.