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.
This one is tricky.
Powerful, yet controversial environmental print and TV spots for WWF comparing the 9/11 terrorist
attacks with the 2004 tsunami, were recently entered at Cannes. They've caused quite a stir. Although not the kind the agency DDB had hoped for.
Turns out this agency created what is known in the industry as a
fake or phantom ad. A campaign created and placed often at the expense of an agency for the sole purpose of winning a prestigious award. What's more, WWF claims the first they knew about this spot was when they found it on youtube. http://www.youtube.com/watch?v=tFHeQsOULng
As the head of a green advertising agency that specializes in green marketing, LOHAS marketing, organic promotion, natural advertising and environmental communication, I am all for compelling creative that moves millions to take action to protect the planet.
But unfortunately, this incident uses the brand power of WWF for a cheap shot at a big award. Too bad.
The world needs exceptional advertising and green marketing strategy to wake us up. Shake us up. And to bring about much needed action and change. But to create work that is all about the creative shop, at the expense and credibility of a client, is simply inexcusable.
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 a president and creative director who creates advertising strategies for wellness companies in the categories of wellness promotion, wellness marketing and green marketing strategy, I do my best to walk my talk.
Often before starting work, I spritz my office with an Intelligent Nutrients aroma called FOCUS. This organic aroma not only smells great, its ingredients are especially blended to instantly bring clarity and focus to the mind. It's never failed me.
In the creative business, we all have our own bag of tricks to help us bring out our best work. Some shoot hoops. Some take a walk. For others, it's a three-martini-lunch.
For me, the beauty and efficacy of essential oils simply makes the most "scents." Although I have to admit organic chocolate, hot-fudge sundaes, sunflower seeds and Tibetan incense come awfully close.
In a market where each new day brings the next self-professed advertising guru. Where there's always a latest and greatest new trend to follow. Methodology to adopt. Or 10-sure-fire-steps-to- marketing-genius to follow. It's important to keep in mind while sorting through the clutter, that labels like these simply represent a point of view. There is no substituting your own expertise, experience and passion in the way you tell your story.
Whether you're looking for green marketing strategy, social change communication, environmental communication. Or if you're launching a green public relations campaign. The key is to know your audience.
This ad that I created for progressive indy magazine,
Utne Reader was designed to drive subscription sales at a Green Festival. We knew the audience at this event was green, that was a given. But instead of positioning the magazine simply from an environmental perspective—which it has—we chose to be bold. Truthful. Provocative. And a bit self deprecating. But perhaps most importantly, this ad conveyed the depth and breadth of the magazine. It offered more reasons to buy. And it doesn't talk down to its audience. The result? Record subscription sales and current subscribers who felt even better about their magazine choice.
. I was alone, without my cell phone and my friends and family had only a vague idea of where I was. (Being from the midwest and not knowing what to expect, I shot this photo, just in case I might need it at an emergency room somewhere.)
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