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
You've got to love AMC's award-winning series,
Mad Men. It's great TV. And great fun to watch. And yes, I'm sure you could find agencies staffed with lying, egomaniacal, sell-their-soul-to-make-a-buck and cheat consumers advertising types. But truly, if this were the case, those careers would be short lived.
We live in a culture fueled by instant communication. And one that demands authenticity and transparency. This demand for businesses that are willing to pull back the curtain have opened the door for agencies like mine.
At firefly180 marketing, we're not your traditional advertising agency. Sure we do great work. Sure we win awards. But we specialize in working with progressive businesses and wellness companies where we focus on green advertising, LOHAS, wellness marketing, wellness promotion, organic campaigns, renewable energy and yoga advertising. We believe that business is the most powerful force for change on the planet. And to that end, we are passionate about leveraging marketing as a force for good.
I love yoga. It challenges me. Humbles me. Stretches my physical and emotional boundaries. And it nourishes my mind as much as my soul.
The same is true for my approach to marketing. As the president and creative director for an agency that specializes in wellness marketing, wellness promotion, organic campaigns and yoga advertising, I find that truly great strategy and creative results from being challenged, humbled, stretched and nourished.
Being a leader in the advertising and marketing arena is not an end to itself. It's a practice. It's ever-evolving. It's lifelong. And the moment it's not, is the moment creativity becomes a service to ego—not to clients or the world at large.
"Be well."
It's a sentiment expressed by millions throughout the world each day—through email, as a parting greeting, or as a heartfelt wish. In that spirit, at the core of Wellness Marketing is the same intention. Marketing in the wellness category speaks most specifically to promoting personal well being. Whether that takes the shape of advocating for yoga or launching an organic campaign that promotes healthy foods free of toxic pesticides.
Consumers are faced with an unending array of choices. What laundry soap to buy? What's better, organic cotton, bamboo or Egyptian cotton towels? Free-range or organic eggs? Low-emission diesel or hybrid?
As marketers, we have tremendous power to help guide, educate and inspire millions to self-actualize through their everyday purchasing decisions. And in this way, we can offer up our own intention to, 'Be well.'
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.
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