I came across a great natural weed-killing recipe today. It's supposed to work miracles:
• 1 cup vinegar
• 1/4 cup salt
• 1/4 cup dish soap
I mixed up a batch right away. With rain nearly every day, it seems that weeds are sprouting through cracks everywhere. As a leader in yoga advertising, green advertising, organic branding and LOHAS consumer strategy, I know that even the best brands can sprout weeds if left untended.
Great brands start with a clear, consistent message and like a freshly prepared garden, are all neat rows and promise. But over time, weeds sprout. When marketing leaders, clients or advertising agencies get a little lazy or bored, seemingly harmless tactics or graphic diversions end up resulting in a garden that's overrun with noise.
Branding takes patience. Diligence. And discipline. So while it's great to start something new, make sure you're not planting an invasive species. Stick with what's native. You and your garden (I mean brand) will grow in beauty, profitability and sustainability.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Who needs a cabinet full of pharmaceuticals when
nature offers its own medicine chest? 
As the owner of a Minnesota advertising and marketing agency and organic industry leader who specializes in green marketing, organic branding, social change communication and the LOHAS consumer, I have long worked with clients to educate customers about how food can heal.
One of our clients, H. Brooks and Company, is an absolute leader when it comes to offering tools that empower and educate grocery stores, restaurants and shoppers about the health benefits of fruit and veggies. Every marketing touch point is an opportunity to create messaging that not only differentiates your brand, but drives sales.
This recent newsletter illustrates how you can combine classic B-B sales strategy with a holistic message. And who doesn't love the fact that a delicious slice of watermelon can promote heart health and help prevent cancer?
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
The 40th anniversary of Earth Day, April 22 is fast approaching. Now is the time to focus your marketing department or ad agency around steps you and your employees can take to lighten your environmental footprint.
Here are two simple Earth Day strategies:1) Create an internal campaign for employees and stakeholders only.
2) Create a further reaching cause that your company can directly impact, then measure your impact and include the results as part of a green marketing or green ad campaign.
To start the process, here are three simple, yet powerful steps we can all make:
- I pledge to use a reusable shopping bag. (The average plastic shopping bag is used by consumers for just 12 minutes before it’s thrown away. If everyone in the United States tied their annual plastic bags together in a giant chain, the chain would reach around the earth 760 times!
- I pledge to ask my energy utility to conduct a FREE energy audit of my home. (Heating and cooling use the most energy. Together they account for 41% of energy used in a typical home. That adds up to more than $600 per year.)
- I pledge to replace at least one light bulb in my home with an energy efficient compact fluorescent. (A compact fluorescent light bulb will save about $30 over its lifetime and pay for itself in about six months. It uses 75 percent less energy and lasts about 10 times longer than an incandescent bulb.)
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
A client came to me yesterday with a request to create a
"quick ad" for immediate
insertion. When I asked about message, desired response, audience demographic and points of uniqueness, she admitted her team hadn't quite thought that through.
I suggested she save her money. As the head of a green advertising agency that specializes in social change communication, the LOHAS consumer, yoga advertising, organic branding and green energy marketing, I urge our clients to remain proactive—not reactive.
While it's difficult sometimes not to get caught up in the office swirl, a clear head is an essential element when it comes to good advertising and marketing strategy. So the next time you find yourself reverting to reactive mode, take some advice from the yogis. Take a breath. Find your center. And listen to the wisdom within.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing
I head a marketing agency in Minnesota and was at a photo shoot yesterday. Since I've worked for years creating green ad campaigns, eco promotions, environmental advertising and green marketing services, I know the power of images to convey excitement, beauty, inspiration and message.
Yesterday as I watched the shoot and the images unfold, this understanding resonated even more deeply. Consumers are extraordinarily attuned to what they experience through their senses. Shapes, colors, images, shadow and composition are all viewed, processed and cataloged through their eyes.
When working to develop green marketing strategy, I liken the photos or images we use to a beautifully wrapped gift. These images attract consumers. Cause excitement. Anticipation. It is the wrapping that entices consumers to "open" the box. But it's the gift of the "message" that your customers will thank you for.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
I'm attending the world premier of,
The Age of Stupid in NYC tonight. It's being launched from a solar powered cinema tent to more than 400 theaters nationwide. The film is about a man living alone in the devastated world of 2055, lamenting
why we didn't do something about climate change when we had a chance?As the head of a an advertising and marketing agency that specializes in green energy marketing, environmental advertising, green ad campaigns, eco promotions and green event marketing, I couldn't be more excited about attending this premier.
The team on this film got it right. Not only is the topic of the film vital, but the NYC solar powered cinema tent and "green" celebrity carpet is an excellent strategy to garner media attention and drive ticket sales.
Green marketing is about so much more than "selling." It's about creating a lasting and meaningful experience. Inspiring action. And creating positive change. I'm hoping that
The Age of Stupid becomes not only a catalyst for change, but a film that move others to use to power of media for good.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
This one is tricky.
Powerful, yet controversial environmental print and TV spots for WWF comparing the 9/11 terrorist
attacks with the 2004 tsunami, were recently entered at Cannes. They've caused quite a stir. Although not the kind the agency DDB had hoped for.
Turns out this agency created what is known in the industry as a
fake or phantom ad. A campaign created and placed often at the expense of an agency for the sole purpose of winning a prestigious award. What's more, WWF claims the first they knew about this spot was when they found it on youtube. http://www.youtube.com/watch?v=tFHeQsOULng
As the head of a green advertising agency that specializes in green marketing, LOHAS marketing, organic promotion, natural advertising and environmental communication, I am all for compelling creative that moves millions to take action to protect the planet.
But unfortunately, this incident uses the brand power of WWF for a cheap shot at a big award. Too bad.
The world needs exceptional advertising and green marketing strategy to wake us up. Shake us up. And to bring about much needed action and change. But to create work that is all about the creative shop, at the expense and credibility of a client, is simply inexcusable.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Will sex sell to to apathetic guys? The new eco website www.angrygreengirl.com certainly hopes so.
Targeted at
men who might be cajoled into taking eco action by self-described "hot" babes, this site isn't for everyone. But as a new launch in the green scene, the brand is clearly unique.
As the head of a green advertising agency and an expert in the categories of organic marketing, green online marketing, sustainable advertising, social change marketing and eco communication, I've worked with a lot of eco businesses to create advertising and marketing strategies that build movements and garner millions of media impressions.
But I have to admit, I've never recommended launching a new green site with the offer of free, eco, waterless car washes for hybrid drivers by bikini-clad models. But then, I've never worked on a brand like angrygreengirl.com.
Will this new venture make it? Who knows. But the market will soon decide whether this site is sexy. Or just silly.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
As marketers, there are important lessons to be learned from compost.
Listen to this. According to greenerdesign.com, researchers in India have figured out how to turn toxic textile sludge waste into lovely compost. As the owner of an advertising and marketing agency that specializes in environmental advertising, organic branding, green advertising and sustainable advertising, I can relate.
Clients often come to us with a similar problem. Although instead of slimy sludge,
the mess they most want to clean up is their messaging. That's where good brand strategy comes in. Our team takes a look at the sludge and through a variety of creative and strategic filters begins to remove unwanted waste, impurities and artificial ingredients. The result?
Rich, beautiful, exciting and nourishing advertising and marketing that benefits consumers as much as it boosts our clients' bottom lines.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
If you ever doubt that the
actions of few can change the world, take a look at the Peace Wall in Prague.
But take a good look, because tomorrow, the wall may look entirely different. This living piece of art, which began as a kind of protest by a few who dared to speak their truth as the Berlin Wall was falling, continues to spread the message of hope, change, self-actualization and empowerment.
Like the
ultimate brand, this wall is alive. Evolving. Responsive. Meaningful. Lasting. Aspirational. Authentic. And unique.
As a leader in LOHAS marketing, environmental advertising, social change marketing, alternative advertising and eco business, I've spent my career creating advertising strategies and campaigns that empower consumers to live in alignment with their values. But just as importantly, my work has been about supporting the growth and profitability of businesses and organizations that create positive change.
The Peace Wall is an organic piece of art. It stands as a testament to the power of the written word. The power of creativity. And the power of the human spirit. Just like a good brand.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Government is often criticized for being too big. Too slow. And too late.
Not the case for the wildly popular
Cash for Clunkers campaign. In fact, according to one of my favorite eco news sources,
Environmental Leader, this program which is one part
green public relations, two parts sustainable marketing strategy and seven parts economy-boosting eco business brilliance—has resulted in a 58% increase in fuel efficiency.As a leader in LOHAS marketing, organic branding, green energy and sustainable marketing arena, I love the fact that
700,000 gas guzzlers were traded in for more fuel efficient models. I also love the fact that this quick cash infusion has meant that many auto industry jobs from salespeople to line workers were saved. At least for now.
The beauty of good green business strategy is that it is based on a model of inherent sustainability. That means both profit for a business and low impact on the planet. U.S. car makers, buckling under pressure from shareholders, have for too long focused on short term gains. This was not only arrogant. It was bad business all around.
Now that U.S. car makers have been forced to reap what they have sown, I only hope that they have seen the light. And that they launch a course correction that is not about big and bigger. But green and greener.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
It's state fair time in Minnesota and that means our news media are scrambling for the
catchiest, kitschiest, most spin-worthy local stories. Speaking of spin, one media outlet, WCCO-TV is doing a great job educating about
renewable energy by inviting fair goers to ride electricity generating bicycles to power the news. The tactic is an excellent way to
engage an audience, demonstrate commitment to green power—and by the way, have a lot of fun. As the leader of a Mpls advertising and marketing agency that specializes in eco promotion, green marketing strategy, social change communications, LOHAS marketing and green energy, I create the same kind of experiential, high engagement strategies when messaging for clients. Whether that means devising a game to "knock out nukes" by throwing a ball at pins at a green festival or "fishing" for fun eco facts (both of which we've done) the fastest way to success is for your audience to tangibly FEEL the benefit.
So make it personal. Engage the brain, but start by opening your customers' hearts.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Earth Day doesn't come around for more than six months, but the movie is in theaters now. In keeping with brilliant
green marketing strategy, word about the movie is being spread through
low carbon affinity channels like Earth Day Network, through blogs, twitter and more.
As the head of a firm that specializes in green marketing, LOHAS marketing, eco promotions, green pr, social change communication, eco communication and green energy, I'm psyched to see this 2009 Sundance Film. But more importantly, I applaud
Earth Days film makers for joining those of us on the marketing, non-profit and green product side for creating a visually stunning and entertaining way to share this critical message.
To learn more, go to: http://www.earthdaysmovie.com
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
According to Forbes, in 2008 consumers spent $23 billion on organic food. That's a 16% growth rate. Even with the double digit growth this category has seen over the last decade, organic represents just a tiny percent of total food purchased in the U.S.
That's good news. Because there's still lots more room to grow.As the head of an advertising and marketing agency that specializes in organic marketing, organic
promotion, green communications and LOHAS advertising strategies, I am passionate about supporting the efforts of organic companies. These are businesses that are working to improve the health of people as well as the planet.
Before starting my agency, I worked as VP communications for the Organic Center, a non-profit dedicated to educating millions about the health and environmental benefits of organic. I've had the privilege of walking organic fields with farmers, eating meals prepared by the nation's premier organic chefs and creating messaging that educates and inspires action—including the groundbreaking coffee table book,
Core Truths.
The seeds of change have been planted. It's up to us as marketers to help bring in the harvest.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Ben & Jerry's announced today that they're working on developing an ice cream formulation that can be shipped and sold warm so that the end consumer takes responsibility for the energy required for freezing.
While they haven't cracked the recipe riddle, this is
a great example of a company that's pushing the boundaries. Thinking differently. And pioneering a process that could save millions of pounds of C02. That they're messaging about it now while in the development phase is a praiseworthy approach to green public relations.
As the head of a marketing and advertising agency that specializes in green pr, natural advertising, organic promotion, LOHAS consumers and organic internet marketing, we are often called on to create advertising strategies and pr campaigns that break through media clutter.
One of the best strategies to deepen existing relationships and attract new customers is to
share the back story of your marketing message. Go beyond simply telling your audience what you're doing. Let them know why it matters. Why it's unique. How it will benefit them. And the world.
Ben & Jerry's has built a great brand that speaks to quality, deliciousness and social activism. The warm ice cream concept extends their brand story. How will the next chapter of your brand story read?
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
I just learned that a Midwestern city in the midst of severe financial crisis is planning to build
a model green home on spec. Unlike similar homes that have been built and marketed in cities like New York, Los Angeles and Minneapolis, this home will be built in an economically distressed neighborhood.
The message? A
green lifestyle isn't just for those with fat bank accounts, green living today means dramatically improved energy efficiency—which brings cost savings conventional homes can't touch. As the owner of a green advertising agency and an expert in green communications, green marketing strategy, LOHAS marketing and eco promotions, I believe this city's messaging is right on track.
I've spent much of my career marketing and creating messaging strategies around renewable energy. Over the years, I've attended many green energy conferences and the technological advances and market applications have been absolutely stunning. Consumers have traditionally had to pay a stiff premium for most energy-saving and planet-friendly products. And while today the cost is still higher, the gap is slowly narrowing. What's better still is that green living is not only saving consumers money, those who are generating their own power are actually making more green.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
As the head of an agency that specializes in the LOHAS consumer, eco advertising, organic campaigns, yoga advertising and green energy, it's
critical that the work we create isn't just show-stopping—it needs to get results.
Recently, I've been working with a client on an extensive brand evolution. We've created new market positioning, designed a new logo, ad campaign, direct response material and more. My client was quite certain that they already had sufficient technological infrastructure to measure response. Until they found out that they didn't.
Fortunately, company leadership saw the wisdom in tackling the challenge head-on and a new system will be in place shortly. It's not uncommon for companies to invest heavily in strategy and creative and neglect the information architecture to measure and quantify results, maintain current databases and create a structure that allows the marketing team to better boost sales.
If you are one of those companies, know you're not alone. But I encourage you to take the steps necessary to ensure that your marketing efforts are hitting their target. While a move into the database world may feel like a step back, it will actually help propel you a quantum leap forward.
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing,
wellness marketing, green marketing and renewable energy marketing
In today's edition of
Environmental Leader about McDonald's creating prototypes for green restaurants, the issue states:
"...The restaurant is treating the 10 locations as “learning laboratories,” said McDonald’s V
ice President of Corporate Social Responsibility Bob Langert, in a Q&A with DailyFinance. One of the green prototype stores, in the Chicago area, uses 25 percent less energy than similar locations. Energy savings and waste reduction are central to McDonald’s corporate social responsibility strategy, Langert said. Globally, the restaurant consumes $1.7 billion annually in energy and it spends another $1.3 billion handling its waste. McDonald’s has more than 31,000 locations worldwide..."
Does this new effort amount to greenwashing? Or a super-sized step forward? While it may be too early to tell, as an expert in natural advertising, organic advertising, organic promotion and LOHAS marketing, I've worked on many leading-edge advertising strategies and attended more than a few green energy conferences.
When a company the size of McDonald's initiates a move in a more sustainable direction, the outcome can only be good. While the franchise is far from perfect and their desire to reduce waste and energy consumption is all about increasing their bottom line—what's wrong with that?
The beauty of green and sustainable marketing is that doing what's right is generally rewarded with doing well. Who knows? Maybe a McOrganic menu is right around the corner. I would be lovin' that!
Consumers want to connect with the people behind the products they buy. They want the back story. The inside scoop. And they want to get a sense of personality and passion. This is especially true when it comes to food.
As head of a green advertising agency that specializes in social change communication, eco
communication, green promotion, alternative advertising and LOHAS marketing, I recently worked on a campaign to promote locally and sustainably grown foods. We interviewed farmers, wrote profiles that stores could use in their newsletters and created point-of-purchase signs. It was a simple yet powerful strategy.
I was recently shopping and stopped at a bin overflowing with incredibly fresh sweet corn. Placed prominently at the display was one of the signs I had created. Shoppers were milling about filling their bags while reading the story of the farmer who was profiled. The more they read, the more they filled their bags. Having met the farmer who grew the corn, I knew how incredibly proud he would be. A connection had been made. And that is the essence of great marketing.
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
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