Minneapolis and St. Paul are both hotbeds for creativity. So it's no surprise that there are countless advertising agencies and marketing firms to choose from. But how do you choose one that's right for you?
If you have a
green product, service or mission, it's essential to choose an agency that speaks your language. It's not enough to create a green marketing campaign that expresses the eco-consciousness of your product. Environmentally-friendly attributes alone are not enough to entice your customers to open their wallets.
So take a close look at the work of several green marketing and LOHAS marketing firms. Meet with them. Get a vibe. Talk to their clients. Ask for quantitative results of campaigns they've created. Then dive in. Have fun. And know that you are actively harnessing the power of consumer choice to create positive change in the world.
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.
If you haven't checked out Al Gore's Confronting Climate Change message on Google Earth, do it now.
As a leader in renewable energy marketing and green marketing, I know first-hand how the power of education can inspire change. This platform, activated in honor of the United Nations Conference on Climate Change, is simple, informative and very cool. So invite Al and other climate change leaders into your home or office via Google Earth. Then take action now to reduce your CO2 emissions and support renewable energy.
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.
If you are
concerned about climate change and want to make your voice heard, go to Repower America's
Wall now. It's a great way to be part of the UN Summit in Copenhagen without burning carbon dioxide to get there.
You can leave a text or video message and join thousands of like-minded citizens from across the globe, including luminaries like Stephen Hawking, to mere mortals like me. You'll find my post
here. As a leader in green marketing, eco-marketing, social change communication and renewable energy marketing, I love this platform. It's fast. It's easy. And it
gives immediate voice to our hopes, fears and vision for our future.
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.
According to treehugger.com:
"A new study by the University of Rochester found that
after looking at nature scenes, people feel closer to their community, are willing to give more money to a charitable cause, and care more about social outcomes than they are after looking at man-made scenes. The reason, the researchers state, is communing with nature helps people also commune with their basic values."
Of course, those of us who have pioneered green marketing categories like LOHAS (Lifestyles of Health and Sustainability) and environmental marketing, discovered this fact long ago. But it's always great when
research quantifies what we've arrived at through intuition, experience and proven success. As the head of a Minnesota marketing agency that specializes in yoga advertising, green ad campaigns, organic branding, social change communication and eco marketing, I have long believed that the reason an image from nature resonates so strongly is that while most of us live in cities, we are intrinsically connected to the natural world.
Even if we see a dandelion poking through cement, sunlight rippling over a fountain, or a moon rising over a cityscape, we can't help but be entranced. We are drawn to all that's green, living and alive. That's the essence of being human. And it's only natural.
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 attended the global premier of In the Age of Stupid in NYC last night. This new film addresses the climate change crisis and the need for action we and our world leaders must take in Copenhagen this December. This film is 2009's answer to Al Gore's Inconvenient Truth.
Last night's premier was broadcast live via satellite throughout the globe and was attended by 1 million people—surpassing Star Wars, and is set to break a world record. Already inspiring international action, this film is a testament to the power of media, storytelling and good grass roots marketing. Check out www.ageofstupid.net.
As a leader in green marketing, renewable energy marketing, organic internet marketing and eco advertising, climate change has been a passion of mine since I began working on TV and green energy print campaigns more than a decade ago. I've seen the power of consumer choice. And I've been honored to create messaging that has educated, empowered and created real change.
In the Age of Stupid offers a powerful message about pending disaster, but also one of hope. I am proud to answer writer/director Frannie Armstrong's call to action to join millions of people in reducing my CO2 emissions at least 10% by 2010.
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'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.
I love the practice of yoga. I also love jewelry. So when Lisa Anderson, a jewelry designer from the Berkshires asked for some branding assistance with her yoga inspired line, I couldn't wait to begin.
As the head of a Minnesota marketing agency that specializes in yoga marketing, environmental marketing, eco promotions, green energy marketing and LOHAS marketing, I help clients grow their businesses while helping consumers align with their values.
Lisa Anderson's jewelry is a personal passion. Worn by yoga devotees and novices alike, her line of gold and silver lotus pendants, earrings, bracelets and rings inspire and convey deep personal meaning and beauty (http://lisaandersonjewelery.com). So should her brand. And as we begin work, it will. Just like yoga, branding is the practice of finding balance, flexibility and presence.
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.
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.
Toyota's Prius has done it again. This is a brand that
continues to innovate, connect with
consumers and push technological boundaries. Their new rooftop solar array that pulls hot air out of the car while parked, reduces the need for air conditioning—thereby increasing fuel efficiency.
As the head of a green advertising agency that specializes in environmental public relations, eco friendly marketing, natural advertising, LOHAS marketing and green energy, I can't help but
love this brand. I just hope U.S. car manufacturers are watching. Learning. And greening.
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.
Ugh. I love Sigg bottles. I've bought them for friends. Recommended them as a campaign element in clients' green marketing efforts. And have been a brand enthusiast for years.
Now the brand is up to their eyeballs in a
full-blown media crisis. Why? While its CEO may claim the issue is all a matter of semantics, the fact is Sigg was less than truthful about the presence of BPA in the lining of its bottles prior to 2006. As the head of a
green advertising and marketing agency that specializes in sustainable advertising, green public relations and LOHAS marketing, I feel Sigg's pain.
And I understand their temptation to
walk the fine edge of the truth. After all, they could rationalize that the BPA presence in their bottle lining was a non-leaching presence, so therefore it was no big deal. But it was a big deal. And the fact is, it is NEVER a good idea to tell less than the truth. Because at some point, the whole truth is always revealed.
So the next time you feel the need to dance around the truth. To tell parts of it. To offer less than full disclosure. Consider the predicament of Sigg—a former poster child for eco-consciousness. This once trusted brand no longer has the full faith of its fans. Consumers feel deceived. And damage control, if it is possible, will be immensely costly. Ask yourself, "Was it worth it?"
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.
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.
It's been raining for days. The meadow outside my office door is green beyond belief. (Sorry this photo doesn't begin to capture the richness of color.) Which got me to thinking about green marketing.
As the head of an agency that specializes in the LOHAS consumer, eco advertising, green energy, organic campaigns, green marketing and yoga advertising, to me
the rain is symbolic for washing the slate clean. Rain brings a new start. New growth. Transparency. And aliveness.
As marketers, one of our central roles is to wash away all brand distractions, so that the light of our clients' messages can shine through. The rain comes by this gift naturally. It's the same for all good green marketers.
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
Recently the U.S. Food Service switched to rubber bands instead of shrink wrap and saved
$8,000.
Of course from an eco standpoint since they were using far less natural resources, they actually saved a whole lot more. This is just one more example of how a
little shift in thinking can generate huge financial and environmental rewards.As a leader in environmental advertising, LOHAS marketing and eco business, I've worked with a lot of organic brands within the organic industry. Because this category is relatively new, in the early years there were
no rule books to read. Or case studies to follow. But far from being a hindrance, this lack of direction led to amazing innovation that fueled the growth of the organic industry by double digits for years on end.
So look at the way you run your current marketing program. Pretend that you are starting from scratch. Imagine that words like "can't," "won't work," "too expensive" and "impossible," do not exist in your vocabulary. Re-imagine. Play. And focus on your desired outcome, not the obstacles you perceive. Then get ready to shift your thinking and save.
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 consumers, we're really pretty simple. We want a product that tastes good. And as a bonus, one that's good for us.
But when it comes to bottled water, a product that's marketed as having premium taste with additional health benefits, the truth may be downright slimy. Some call bottled water the biggest advertising trick of all time. Others question why we're shipping water around the world in an era of climate change. But the simple truth is that the water itself may not be as much of a concern as the plastic bottle itself. Why? Plastic is not only made from petroleum and causes massive waste issues—it can leak a plethora of toxins including arsenic and the hormone disrupter Bisphenol A.
As a leader in environmental advertising, LOHAS marketing, eco business and organic branding, I've spent much of my career working in the organic industry with organic companies. Recently I worked in partnership on best-selling artist Jack Johnson's All At Once world tour and online community. A key piece of the messaging we created focused on the waste issues of single use bottles. (Check out www.allatonce.org.) I'd also recommend a great new documentary on bottled water called,
Tapped. Find out more at http://current.com/items/90641196_bottled-water-sucks.htm.
In the meantime, do the right thing for yourself and the planet. Buy a stainless steel reusable water bottle and start refilling. You'll save money and a whole lot more.
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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