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.
As marketers, it's critical that we don't just understand our audience—but that we know them in the deepest, most meaningful way possible. As the head of firefly180 marketing, a green advertising agency that specializes in LOHAS marketing, green promotion, eco communication, wellness marketing, social change communication and renewable energy marketing, I've found NMI's LOHAS segmentation work invaluable.
If you're new to the LOHAS psychographic, here's the quick drill. LOHAS (Lifestyles of Health and Sustainability) reflects a more than $200 billion market in the U.S. That translates into 19%, or 41 million adults. This market segmentation is divided into:
Naturalites: Zealous about personal health; attracted to mind body spirit philosophies; meditate; self-actualize through purchasing decisions.
Drifters: Consumers with good intentions but are price sensitive; younger; not convinced they can make a difference; motivated by convenience.
Conventionals: Mainstream; like to recycle; motivated by saving money; practical; likely to donate to green causes.
Unconcerned: 16% of U.S. population and decreasing yearly.
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
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.
As an agency that specializes in green energy marketing, environmental advertising, wellness marketing and wellness promotion, we work with many progressive businesses and wellness companies.
Because so much of the work we do at firefly180 marketing is transferred digitally, we seldom have a need for a courier service. But when we do,
we choose green. EcoXpress.com to be precise. It's such a
simple choice that not only supports other green businesses, it also supports our commitment to lightening our carbon footprint.
When it comes to delivery services, it's hard to imagine why every business in the U.S. wouldn't choose either
a bike courier service or one that is equipped with a fleet of hybrids. (Or better yet, in addition to bikes and hybrids, one that offsets each delivery by supporting renewable energy or planting trees.)
So take a moment and think about the vendors you currently work with. Do they do business in a way that aligns with your values? Is their business giving back as much as they take? If not, maybe it's time to find vendor partners who do.
We've all seen the commercials, youtube videos and national media about the quirky blanket with sleeves that's raked in nearly $100 million during an economic period that's seen the near collapse of the mortgage industry, the demise of GM and 15 million jobs lost.
It just goes to show—you just never know. In fact, the next Snuggie success story could be yours. In times of economic challenge, marketing budgets are generally the first to be cut. Our economy operates very much as a flock of geese, with most businesses following the lead of the guy (or girl) in front.
As the head of an agency that specializes in creating advertising strategies and green marketing campaigns for eco business, wellness companies, the organic industry and progressive businesses, I encourage our clients to resist the temptation to follow. And to lead instead.
That's what Snuggie did. Despite the fact that the concept for their product wasn't new. And despite the fact that there were competitors in their field, they led. There are 100 million reasons for you to do the same.
I bought some organic and locally grown strawberries at the farmer's market yesterday. Sweet, small and bursting with a complex mix of delectable flavors, they were grown just miles from my house on acreage that is home to roaming peacocks and free-range chickens.
When it comes to organic produce, locally grown is ideal. Actually, for me it's perfection. In addition to the fact that organic produce is healthier for you and the planet, you are making a purchase with a lower carbon footprint and supporting the livelihood of farmers in your area. Of course, locally and organically grown is not possible for most of our country year-round. Living in Minnesota with a three-month growing season, that goes for me as well.
That's why as the owner of an agency that specializes in green advertising, LOHAS marketing, eco marketing, wellness marketing and organic advertising, I urge balance. At firefly180 marketing, we don't believe in drawing a line in the sand and proclaiming one product, service or choice "better" than the next. We acknowledge that no business, organization or non-profit is perfect. The perfection is authentically striving to create genuine environmental and social change.
I learned a great lesson from Tom, the guy who washes my windows. A second generation window washer, with sons who have followed in his footsteps, Tom loves his work. It's all about creating clarity.
It's the same with marketing. Good branding and communication strategies are designed to create the same kind of clean, clear results. Instead of using a few drops of dish soap in a pail of water and a squeegee, my agency, firefly180 uses words. And images.
With a specialization in green advertising, LOHAS marketing, alternative advertising and eco advertising, my team and I use our tools with the same passion as Tom. The result is creative and brand strategy that sparkles. And our clients who are often eco businesses, progressive organizations and wellness companies are left with a clear vista that reveals limitless opportunities.
About a year ago, my teenage son decided to clean up his diet by choosing not to eat sugar or dairy. He has stayed true to that commitment. Recently I threw a party for clients that featured an organic chocolate fondue along with organic strawberries, pineapple and raspberries for dipping.
I took it as a personal challenge to figure out a way to prepare the chocolate with no sugar or dairy. Since I've spent my career working in the category of wellness marketing, wellness promotion, eco communication and alternative advertising—and know plenty of leaders in various wellness companies, I figured that I had plenty or resources to draw from. As it turned out, I found the best resources lay within. I did what I normally do. I made it up as I went along.
Although I've had lots of requests for my sugar and dairy-free chocolate confection (which was a delicious and fudgey sensation) I'm sorry to say I don't have a recipe. The creation, like good advertising, was intentional yet intuitive. I started with organic cocoa, stevia, agave, fruit sweetened concentrate and a bit of Earth Balance butter substitute and the rest is history. I lined up a series of spoons at the counter and tasted as I prepared. Like good market research and a bit of refinement along the way—the taste of success couldn't have been sweeter.
A few weeks ago I met an amazing couple from South Africa who are in the final stages of launching a new organic skin care line. Their commitment to the planet, sustaining indigenous cultures and their passion for a truly effective and plant-based product was inspiring. And best yet, their products were not only beautiful, they were good enough to eat. Literally.
As an expert in alternative advertising, eco communication, wellness promotion and wellness marketing, I've had the good fortune to meet with many progressive businesses and wellness companies. These are organizations run by visionaries who know that a solid business foundation is built upon a solid commitment to sustainability. They wisely model their businesses on a plant-based system—taking nourishment from the Earth, then returning nourishment to the Earth.
Living well is about striking a balance. Personally and professionally. In our professional lives, it can be difficult and sometimes seemingly impossible to take a break, breathe-in a job well done and recharge. But it's necessary all the same. It's about giving—then allowing space for receiving.
The same is true when it comes to eco communication, wellness promotion, wellness marketing, and alternative advertising. At firefly180, we specialize in creating advertising and marketing campaigns for wellness companies. One of my first clients, The Thymes, taught me much about balance. While writing packaging, catalog copy and ads for this company—which creates luxurious, essential oil based products with a commitment to fair trade practices—I would first need to "sample" the products. For instance, if I was writing about a new line of bath salts, I would first take a Thymes bath before I began my work day. If the product was a candle, I would light one on my desk.
This brand is very much the embodiment of creating a richer experience. To write about the experience, I would first take a moment to create an experience of my own. And while it has been many years since I created the Thymes catalog featured here, I continue the ritual of crafting an experience before I begin work each day. It may take the shape of yoga practice, experiencing an aroma, or the crunch of gravel under my feet as I walk the path to my office. Because when you take care to be well—you exponentially increase your ability to do good.
I just ordered a flat of organic strawberries. It's a choice I feel really good about. Not only are those berries going to taste amazing, they are healthier for me and my family, they're supporting the work of organic farmers and keeping the soil and water free from toxic chemical pesticides.
As consumers, we have tremendous ability to effect change at the very deepest level. But unfortunately, all too often we forget we have any power at all. We feel we are at the mercy of "big corporations." But, as an expert in sustainable advertising, wellness marketing, wellness promotion and as an advertising agency owner who works with eco business and wellness companies, it's my job to remind consumers of their true power. Every day we get a chance to vote with our dollars.
So the next time you open your wallet, remember if you want to leave the world a little greener, spend your own green on products or services that serve you as well as the planet.
As an expert in sustainable advertising, wellness promotion, eco business and wellness marketing, I am often surprised that the meaning of sustainability is still so misunderstood. It is not uncommon for instance for corporate executives to balk at the term—since they believe it means their business is about to do something really good but lose a lot of money doing it.
But the reverse is true. Sustainability and profitability are not mutually exclusive. In fact, I believe true sustainability is the measure of how well you do by doing good. It doesn't matter whether you work for a publicly owned company or non-profit, goals and objectives must be met. Money must be raised. Revenue increased. And quantifiable progress measured. (Even if that "progress" means the number of activists who have signed a petition.)
The practice of sustainable marketing brings us full circle. It
sustains us. Sustainability is about giving and receiving. It's like breathing. We breathe in oxygen and breath out carbon dioxide. In return, trees breathe in carbon dioxide and breathe out oxygen. It's reciprocity at its finest. And it's a practice that keeps people and the planet as healthy as our bottom line.
Every time a purchase is made a consumer asks themselves three questions:
1) What's in it for me?
2) How is your product unique in the marketplace
3) Why should I believe you?
When it comes to organic advertising, environmental marketing, social change marketing or sustainable marketing—each of these three essential questions needs to be addressed before a consumer will buy.
Here's the good news. Each of these questions is easier to address when you have a product or service that speaks to personal or environmental health. Whether you're promoting organic produce, green lawn care, sustainably made furniture, an eco spa or energy efficient appliances, you have a story to tell that more conventional products can't touch.
It gets even better. Consumers of products like yours (generally LOHAS consumers) don't want to be sold. They don't want to be advertised to. They want the back story. They are hungry for data, information and proof. They want to know they can trust you. They are leery of being green washed. So you don't worry about "selling," your job is to "share." Remain fully transparent. Be authentic. And the sales will come.
When I worked as a lead creative on a national advertising and marketing campaign for a company called Green Mountain Energy, I attended many green energy conferences. A decade ago the concept of clean energy was new. Education then, as it is now is key to change. Our agency created that change by crafting a campaign rich in eco communication and wellness marketing with a message that spoke to personal and environmental change.
We grew this tiny Vermont-based company from zero to 500,000 customers is just a few years. How? By harnessing the power of consumer choice and educating millions about the fact that making electricity causes more air pollution than any other industry—not to mention climate change. Knowledge is power. And in the case of renewable energy, the color of knowledge is green.
work has been critical to marketers for years. As a leader in Lifestyles of Health and Sustainability (LOHAS) marketing, eco advertising, social change communication and organic marketing, I am considered an expert on the LOHAS consumer. This psychographic group includes one in four adult Americans and a $209 billion marketplace.
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