Natural Advertising

Mark your calendars!

One of my favorite clients, Yoga Alliance, is once again hosting Yoga Day USA on January, 23, 2010. This is an amazing national event that invites not just yogis, but novices, couch potatoes, triathletes, young, old and everyone in between to join together to stretch mind, body and spirit through the practice of yoga.

Find out how to host a gathering or participate at: http://www.yogadayusa.org.

According to a recent Yoga Journal study, nearly 16 million Americans practice yoga. And with more and more medical research supporting its benefits, the numbers continue to climb. Not only do I love the practice of yoga, I love to create yoga advertising and work with yoga studios to develop smart, strategic marketing campaigns.

As the head of an advertising and marketing agency that specializes in the LOHAS consumer, green advertising, organic branding and green energy marketing, yoga marketing is a natural extension of the work we do with businesses and organizations that create positive change. 

Ghandi said, "Be the change you want to see in the world." These wise words are as true today for the actions of individuals, as they are for the decisions we make in business.

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.

Suburban developments have long been the bastion of lush, green, chemical-laden, thirsty and unsustainable lawns. Now a new development south of Denver is challenging existing bluegrass dogma in favor of a concept they call "Agriburbia," with ground cover crops like strawberries, sweet corn and herbs.

As the head of a marketing and advertising agency that specializes in green ad campaigns, organic branding, green energy marketing and social change communication, I say to grass, "Your days are numbered." A typical dry climate household today uses about 23,000 gallons of water a month—most of it for lawn maintenance. What a waste. Of time. Of money. And of natural resources.

There is a growing segment (the LOHAS consumer) who are pulling out their wallets and trading in the hassle of sod for beautiful, yet low maintenance plants and shrubs. As one of them, I love the fact that I don't have to water or mow. I just let nature do her thing. And as usual, she gives back far more than I could ever have imagined. Denverites who buy into Agriburbia are in for a treat.

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.

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.

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.

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

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.

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!

 

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.

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.

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.

For nearly a decade, I've nurtured a native prairie grass restoration on the property around my office. Which is to say, I planted the seeds and let nature do its thing.

Out of astonishingly sandy soil has sprung wild flowers and native blue stem grasses with roots so deep and penetrating, they withstand frigid Minnesota winters and summer dry spells that could rival the Sahara. At firefly180 marketing, we look at brands much the same way. We build them with deep roots that remain strong in any kind of business climate.

Because we specialize in creating advertising and marketing for wellness companies, green marketing companies and focus on social change marketing, wellness promotion and wellness marketing, my team and I are perhaps more in tune to the natural ebbs and flows of business cycles than most. Many of our clients started their businesses with a passion to succeed and not much more. So we build brands deep. We build them to last. And we build them to stay green regardless of economic drought.

Not many agencies that specialize in LOHAS marketing, green advertising, organic promotion and wellness marketing can say that fireflies dance outside their office door. But we can.

Based near the scenic St. Croix river, our office is surrounded by acres of rolling hills covered in native prairie grasses, wildflowers and woodlands. It's a place where clients make excuses to visit.

Last night during a heat lightning storm, the fireflies were out by the thousands. The night sky was alive with the flashing of lightning and the flashing of tiny winged creatures. It was magic. It was nature at its finest. It was unforgettable. And it spoke directly to the kind of   work we create at firefly180 marketing.

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.