Organic Campaign

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