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.
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.
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 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.
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.
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