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.
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.
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.
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.
Walter Cronkite. His name was his brand. Besides being a respected journalist and communicator, he was the most trusted man in America.
While we feel the weight of this loss, Walter has lessons to teach us still. About trust. About integrity. And about connecting deeply with an audience.
Does your brand have what it takes to fill his shoes?
As the head of a marketing agency that specializes in LOHAS marketing, environmental public relations, eco friendly marketing, wellness marketing and wellness promotion, I have long maintained that trust is the most vital part of any brand. I'm not talking about trust as a concept. But living, breathing, undeniable trust. When your customers know that if you as a brand screw up, you'll not only admit it, but make it right. The kind of trust that instills confidence when business is good. And patience when challenges arise.
Trust can't be bought. It can only be earned. Take it from Walter, when it comes to good branding, it's all about trust.
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.
Environmental marketing is not about spin, greenwashing or anything less than 100% transparency. I wish the marketing team behind Solo's new,
bare launch would get a clue.
Marketed as "eco forward" with "environmentally preferable materials like bamboo and
sugarcane," these single-use plates could well be a better alternative. While I applaud the company for greening their line, I wish they would have given consumers more credit. Savvy green and LOHAS consumers want to be more than "marketed to." Solo's ads and packaging do not reveal a breakdown of their product's content. And on the product's site, there is no mention of content on product pages—instead you have to drill deep into the FAQs to find that this line contains just 20% post consumer fiber. Why is this information buried? It's not necessarily bad. It may not be perfect, but it's definitely a step forward.
Also missing is information like how much bamboo is included? How much sugarcane? Why sugarcane? Was their virgin paper content sustainably harvested? And why are they now front-and-center with post-consumer content?
As an expert in wellness promotion, wellness marketing, communication strategies and environmental communication, I've seen campaigns like this implode once consumers start to dig for answers. Without Solo revealing vital product information, consumers are left to ponder, "What are they hiding?" Maybe nothing. But "nothing" is worse than talking down to your market, especially when you're hoping to get a premium price.
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.
Green Energy Conferences are springing up across the country. Everywhere there is talk of shifting to green energy jobs. This quantum shift couldn't have come soon enough. When it comes to saving jobs and saving the planet, there is no paradox. Business and nature can indeed not only co-exist, they can—and should, thrive.
During my career in social change communication, wellness promotion and wellness marketing, I have had the honor to be among the voices that have fueled this movement. During the 1990s as one of the lead creatives on the Green Mountain Energy brand, our team flooded the east and west coasts with messaging about the power of consumer choice. I shot TV spots featuring our spokesperson Kenny Loggins in the redwoods. And Kenny and I recorded dozens more provocative and powerful radio spots that spoke to the reality of climate change and what each of us could do to fight it.
At the time, few energy companies had the guts to be part of the solution—but Green Mountain Energy, then a funky little Vermont-based company, had the passion and the guts to take on one of the most polluting businesses on the planet. The founder of the company, Kevin Hartley, called our team a ragtag band of eco-warriors. Amazing what a small group of social and environmental change agents can do.
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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