Natural Advertising

Tsunami of Response to Phantom Ad

Friday, September 11, 2009 by Lisa Proctor

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.

Green Marketing—When Hot Becomes Cool

Wednesday, September 2, 2009 by Lisa Proctor

Toyota's Prius has done it again. This is a brand that continues to innovate, connect with consumers and push technological boundaries. Their new rooftop solar array that pulls hot air out of the car while parked, reduces the need for air conditioning—thereby increasing fuel efficiency.

As the head of a green advertising agency that specializes in environmental public relations, eco friendly marketing, natural advertising, LOHAS marketing and green energy, I can't help but love this brand. I just hope U.S. car manufacturers are watching. Learning. And greening.

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.

Warm Ice Cream and Green Public Relations

Wednesday, August 26, 2009 by Lisa Proctor

Ben & Jerry's announced today that they're working on developing an ice cream formulation that can be shipped and sold warm so that the end consumer takes responsibility for the energy required for freezing.

While they haven't cracked the recipe riddle, this is a great example of a company that's pushing the boundaries. Thinking differently. And pioneering a process that could save millions of pounds of C02. That they're messaging about it now while in the development phase is a praiseworthy approach to green public relations.

As the head of a marketing and advertising agency that specializes in green pr, natural advertising, organic promotion, LOHAS consumers and organic internet marketing, we are often called on to create advertising strategies and pr campaigns that break through media clutter.

One of the best strategies to deepen existing relationships and attract new customers is to share the back story of your marketing message. Go beyond simply telling your audience what you're doing. Let them know why it matters. Why it's unique. How it will benefit them. And the world.

Ben & Jerry's has built a great brand that speaks to quality, deliciousness and social activism. The warm ice cream concept extends their brand story. How will the next chapter of your brand story read?

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.

McDonald's Going Green?

Monday, August 17, 2009 by Lisa Proctor

In today's edition of Environmental Leader about McDonald's creating prototypes for green restaurants, the issue states:

"...The restaurant is treating the 10 locations as “learning laboratories,” said McDonald’s Vice President of Corporate Social Responsibility Bob Langert, in a Q&A with DailyFinance. One of the green prototype stores, in the Chicago area, uses 25 percent less energy than similar locations. Energy savings and waste reduction are central to McDonald’s corporate social responsibility strategy, Langert said. Globally, the restaurant consumes $1.7 billion annually in energy and it spends another $1.3 billion handling its waste. McDonald’s has more than 31,000 locations worldwide..."

Does this new effort amount to greenwashing? Or a super-sized step forward? While it may be too early to tell, as an expert in natural advertising, organic advertising, organic promotion and LOHAS marketing, I've worked on many leading-edge advertising strategies and attended more than a few green energy conferences.

When a company the size of McDonald's initiates a move in a more sustainable direction, the outcome can only be good. While the franchise is far from perfect and their desire to reduce waste and energy consumption is all about increasing their bottom line—what's wrong with that?

The beauty of green and sustainable marketing is that doing what's right is generally rewarded with doing well. Who knows? Maybe a McOrganic menu is right around the corner. I would be lovin' that!

Wellness Marketing from the Inside Out

Wednesday, July 15, 2009 by Lisa Proctor

Herbalist David Winston said, "Understanding yourself is the first step toward healing."

The same is true when it comes to wellness marketing. In order to effectively communicate your message, you need to fully understand your product or service—as well as your audience. This deep knowing from the inside out is your best remedy for a marketing campaign that inspires, educates and moves your audience to action.

As an expert in the areas of wellness marketing, green communications and natural advertising, I have found that the best, most effective, most creative campaigns are based not simply on facts or benefits that appeal to the brain—but to the heart.

Just as our bodies can not function without our brain. Or our heart. Neither can good marketing.

How Well do you Score in Wellness Marketing?

Wednesday, July 15, 2009 by Lisa Proctor

There's a lot of talk in the industry about wellness marketing. For us, at firefly180 marketing, wellness marketing transcends the medical industry. Pharmaceuticals. And the typical cadre of doctors, nurses and specialists.

Yes, more traditional wellness care has its place, but to us, wellness marketing and wellness promotion is more holistic in its approach. It speaks to the needs, philosophy and desires of each individual. Because we specialize in working with wellness companies in the categories of green communications and natural advertising, we are perhaps more in tune to the fact that for many, wellness strategy may include meditation, acupuncture, Bach flower remedies, kinesiology, reiki, chigong or massage.

But perhaps just as importantly, we feel that a good wellness marketing company should first and foremost practice wellness as part of its corporate philosophy.

Does your wellness marketing firm:

1. Have an office with access to lots of sunlight?
2. Promote exercise such as yoga?
3. Feature fresh flowers at the front desk?
4. Avoid synthetically manufactured fragrances and products?
5. Offer staff members healthy beverages such as organic herbal teas?

While these practices may seem outside the scope of wellness marketing, they are actually a measure of your firm's passion for an integrated wellness approach. So the next time you hire a wellness marketing firm, observe where they fit on the total wellness equation. Their score may not only be revealing, it may help you measure their ability to communicate your wellness message.

Mud Huts and Marketing Opportunity

Sunday, July 12, 2009 by Lisa Proctor

Recently, in a tiny West African village in Guinea, opportunity knocked.

This remote and steamy mountain village where residents live in one-room, windowless huts on communally-owned land saw an influx of workers looking for a place to live when a mining company boosted its labor force.

Since this community, with no housing market had no homes available, they began to move in with their neighbors and rent out the family-owned huts. Then using rent money, the villagers began to build new huts. As workers poured into the region, rents exploded and times were good.

Then the price for iron-ore plummeted and the new workforce was laid off. Now with hundreds of empty huts, the villagers are not wringing their hands in despair, rather they are preparing for the day the miners return. (And they know they will.) Bringing with them rolls of rent money.

As an expert in LOHAS marketing, wellness marketing, green communications, natural advertising and organic advertising, I've worked with my clients through several challenging market shifts. Each has ushered in a time of introspection. Followed by stunning reinvention.

The path to great sustainable marketing strategy or exceptional award-winning work is never a straight line. It curves, it swerves and it loops around until settling solidly on track. That's the creative process. One that brings with it rich and meaningful rewards. And like the Guinea village, the knowledge that good planning brings with it future prosperity.

Green Energy for Greener Profits

Thursday, June 11, 2009 by Lisa Proctor

Working in an office that's heated and cooled by geothermal energy, with outdoor solar lighting and indoor compact fluorescents, I can't help but be inspired about how easy it's become to live a green and energy-efficient lifestyle.

As a green energy marketing pioneer, I broke new ground a decade ago by helping to launch the first green energy company committed to growing the market for renewables with the goal of shutting down nuclear and coal-fired plants. Our green communications strategy was simple. Empower consumers to make a choice that will benefit them as much as the planet. At the core of our audience base was a market psychographic called the LOHAS (Lifestyles of Health and Sustainability) consumer.

In the years since, as I've transitioned and evolved into natural advertising, green communications and marketing for organic companies, understanding the LOHAS consumer has been central to my success as a marketer—and even more important to the success of businesses and organizations I've worked with. That won't change. And the businesses who listen—and speak the language of LOHAS— will green the planet as much as their bottom line.