Marketing MPLS

I heard the Dalai Lama speak recently. In his wise and loving way, this great spiritual leader shared his vision for world peace. He spoke of those who spend their lives praying for it. But laughed heartily at the thought. Because while he fully acknowledges the power of prayer, he clearly knows that action is required beyond intention.

It's the same for great brands. As the head of a Mpls. based advertising and marketing agency that specializes in green marketing, organic branding, social change marketing and the LOHAS consumer, I know very well that as much as you wish for your message to be heard. It won't be unless you find a way to give it a voice.

And whether your brand whispers or breaks sound barriers, is all in the way you craft your message. The key is to truly, deeply understand and respect your target audience. And to be clear about creating a message that doesn't just inform or educate—but that actually serves.

As consumers, we have developed selective listening. The messages we are most likely to hear are the ones that answer one question: What's in it for me? It's not that we're simply self-serving. It's just that we're mindful about what we're taking in.

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.

I was reviewing a new client's website today and it occurred to me that their home page looked as if someone took a handful of pebbles and tossed it at the computer screen. There was such chaos, not only in terms of message, but the content was graphically weighted so that the eye couldn't focus on the page.

What happened? The number one rule of branding was broken. BRANDS WHO WANT TO BECOME A LITTLE OF EVERYTHING AMOUNT TO A LOT OF NOTHING. 

I know it can be tempting to want be everything to everyone. But the fact is, no one—or no business can be. And you wouldn't want to be. Each brand is unique. And it's that uniqueness that keeps clients coming back.

As a leader in green marketing and organic marketing in Mpls, I know first hand the value of not only differentiating your brand, but of making a difference while you do it. In working with clients on campaigns ranging from wellness marketing, LOHAS (Lifestyles of Health and Sustainability) marketing, green energy marketing, organic branding and more, we urge our clients to be fearless about embracing their "differences," and to let go of the idea of "fitting in."

Customers appreciate authenticity. So be yourself. Be fearless. And stay true to your message and your brand. The marketplace will prove that you're rock-solid.

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.

My round trip flight from NYC and Mpls last week created nearly a ton of climate change causing carbon dioxide emissions.

As the head of a green advertising agency that specializes with the LOHAS consumer, yoga advertising, organic branding, renewable energy marketing and social change communications, I had two choices. I could do nothing. Or I could counteract my CO2 by buying an offset that helps bring about new renewable energy.

So I went to my favorite offsetter (www.nativeenergy.com) and for $14 bought an offset that will help build new wind turbines in the Midwest. My carbon footprint for air travel for that trip is now zero. At the end of the year, I'll tally commuter miles, electric usage and of course, additional air travel to offset the entire year. 

Running a climate neutral business is a small, but significant step toward protecting the future of the planet. Blogging about it to educate others is just one more. 

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.

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.

One of my first clients became one of my best friends. Laurie Brown, founder of Restore Products, is an innovator, thought-leader and green entrepreneur. We began working together in 1990 when she launched the first green retail store in Mpls. And I became a key part of her messaging team as we chartered new territory in green pr, green promotion, eco and wellness marketing.

Today Laurie's company has transcended the walls of her retail store with a revolutionary new refill station that is saving millions of plastic bottles from landfills—while saving customers $1 each purchase. The quality and effectiveness of her products are not only stellar, they are completely plant-based and non-toxic. Check out her website at http://www.restoreproducts.com. 

Now as in the early days of marketing her products and refill station, we found that eco promotions were key. At the heart of our strategy were in-store demos. As is often the case, consumers find it difficult to believe a green cleaning product can do the job of a conventional cleaner. Of course seeing is believing. This high-touch, experiential marketing foundation has been vital to the decades long growth and success of Restore Products.

While some who have worked in the eco advertising and environmental trenches for decades express concern about organic going mainstream, I couldn't feel more optimistic. 

The movement toward eco awareness has been an organic evolution. The explosion of curbside recycling programs in the '90s was one of the first indicators that mainstream America was beginning to understand not only how empowered they felt by a simple act like recycling a bottle, but how GOOD they felt. In fact, while working as one of the lead creatives in Mpls. on a national advertising campaign to promote renewable energy, we leveraged that "feel-good, what's-in-it-for- me," desire to craft a direct response piece shaped like an aluminum can with a headline that read, "If this makes you think of recycling, have we got an electric company for you." 

Would this strategy be considered alternative advertising or sustainable advertising? Not really. It was simply good, solid advertising. Chinese General Sun Tzu, in 500 B.C.  said, "Know your enemy." When it comes to paradigm-shifting advertising, I say, "Know your audience."