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.
Somewhere down the line, in a lackluster windowless office, a business owner or marketing head got his or her wires crossed. It was the day they decided sales strategy meant selling. Not sharing. Not offering advice. Not being of service. But get their money first, ask questions later.
No one likes to be "sold." Especially if your audience is part of the more than $200 billion Lifestyles of He
alth and Sustainability (LOHAS) market. As an expert who has worked with scores of wellness companies and progressive businesses in the categories of wellness promotion, wellness marketing, environmental public relations and eco friendly marketing, I know for a fact that selling doesn't work.
What does work is understanding your audience. Listening. And offering solutions to problems. Sales come when you become an expert. When you are willing to guide your customers through unchartered waters and up Everest-like summits. Not only will the sales come. Your customers will come back again and again.
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.
Costa Rica is the happiest place in the world, according to an independent research group in Britain with the goal of building a new economy, "centered on people and the environment."
As an leader in LOHAS marketing, green marketing, wellness marketing and wellness promotion, this news couldn't make me "happier." Costa Rican leaders have been incredibly strategic throughout the last decade in positioning the country as an eco-destination. Business and government both saw the opportunity for green by systematically working toward environmental and economic sustainability.
It's a beautiful thing. When people and the planet come first, happiness is the natural result.
If you think environmental public relations is a great opportunity for spin, think again.
The public is smart. And the fact is that once some savvy blogger, journalist, reader or consumer smells deception, the gig is up.
As an expert in the categories of LOHAS marketing, wellness promotion, environmental public relations, wellness marketing and eco friendly marketing, I've worked with a lot of wellness companies and progressive businesses. And I can tell you with certainty that
any gains you think you've made by being less than truthful will cost you more in loss of brand integrity. If you still believe you can get away with a message that is anything less than the unvarnished truth—I hope you've got a crisis media plan in place. You're going to need it.
The next time you hire a wellness marketing firm, ask yourself these questions:
1. Is this firm fiscally and emotionally healthy?
2. Does this firm integrate wellness into their corporate model?
3. Is this firm proactive when it comes to healthy lifestyle choices?
4. Where does the concept of wellness fit into this firm's mission?
As an expert in the areas of LOHAS marketing, wellness promotion, eco friendly marketing and environmental public relations, I've found it's
essential to partner with a firm that is not only creatively, but personally aligned with your company, cause or product. Because the fact is, for most of us in the marketing arena, our job means much more than a paycheck. It's our passion. It's our way of contributing to a cause that's much larger than ourselves. And it's the reason we get out of bed every morning.
If you're working with a firm that's giving you less than 100%, maybe it's time you found a company who will. Doctor's orders.
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.
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.
Several years ago, when hybrids had just begun to enter the market and were very difficult to find, I launched into exhaustive research to determine the best car for me with the least environmental impact. I ended up with a low emission diesel. Was it the best choice? Almost a decade later, I still struggle with that question—even though I worked with several energy-related non-profits to run eco-comparisons for me.
My thinking at the time was that my Jetta TDI did not contribute to climate change, maintained an impressive 50 mpg, could run on bio diesel and the engine was designed to last 200,000 + miles. Plus, I admit I was seduced by the fact that it had heated seats. As the head of a social change marketing firm who works with wellness companies, green marketing companies, wellness marketing, wellness promotion and has an extensive expertise in renewable energy marketing, you would think the decision about what car to buy would come a bit easier. But still, I experience hybrid angst. Did I make the right choice?
Today, Audi ran a tower ad in the New York Times online proclaiming, "Di*sel is no longer a dirty word." All my old questions and doubt came raging back. Which goes to show you, when it comes to buying green, the answers are not always so black and white.
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.
Powered by Compendium