We live on a small planet. And when it comes to green marketing, our planet is even smaller. So if you live in the U.S., I encourage you to
think outside our continent when shopping for green companies and services. Check out the UK's
Green Provider's Directory.
This non-for-profit organization is a leading service for green, organic and fair trade products. So the next time you shop online, vote with your wallet and choose businesses that align with your values.
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.
Food that reflects your personality? That's just one of the trends the Food Channel predicts this year, according to a recent Natural Marketing Institute article published in the
LOHAS Journal.
As a brand strategist who specializes in organic branding, green marketing, social change communication and green advertising, this trend seems only natural. After all, food is a brand. And like all brands, food has personality attributes.
A common branding exercise invites businesses to choose foods that represent their brand. For instance, a yoga brand might choose miso, edamame and rice—while a produce company might choose fresh lemons and strawberries. It only makes sense that as consumers continue to seek self-actualizing experiences, we begin to choose and serve foods that represent an actual extension of ourselves.
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.
When it comes to three-ring binders, there are literally thousands of styles, materials and sizes to
choose from. So, as the head of a green marketing agency, when a client needed custom binders for a sales presentation, the choice was simple. We chose green.
Earthbinder, to be precise. Made from chipboard that's 95% post-consumer fiber, these binders are not only cool and functional, they send a message that speaks volumes about sustainability.
Making an intentional choice about green marketing materials is a must for companies in the business of wellness, organic, social change or environmental sustainability. In fact, when it comes right down to it. The choice is 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.
Thanksgiving may be over, but the
season for giving thanks has just begun. That's why I plan to spend tomorrow joining a roomful of others in a day-long sitting mediation. Why? To dedicate one day to immersing myself in gratitude.
As the head of just one of the few green marketing agencies in Minnesota, I spend my days creating advertising and marketing campaigns for yoga advertising, organic branding, social change communication, wellness companies and progressive businesses.
It's such a gift to create work that is in complete alignment with my values. I feel such gratitude for my clients. My colleagues. And the good we are doing together. Tomorrow is a day to give thanks. And to be fully present to that gratitude.
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 used to be that the world of calculating pollution levels was reserved for those who were: A) Nerdy B) Academic or C) True Blue Enviros. But no more.
Thanks to a
marketing climate that increasingly emphasizes transparency, so called green geeks are now mainstream. Fueled by concerns about climate change, more and more businesses are looking to track, measure and reduce their environmental footprint through life cycle assessment. And they're sharing their results with consumers through product labeling and environmental assessment reports.
As a leader in the field of green energy marketing, social change communication, organic branding and the LOHAS consumer, I've worked with a lot of green and progressive businesses. Being at the forefront of this segment has very much been an exercise in rewriting long-established marketing rules.
Green marketing companies like mine have long known that the surest path to success is to run every aspect of your company in the most sustainable manner possible. In the best models, green companies take a
lesson from nature so that waste from one aspect of their business becomes food for another. The good news is, the idea is catching on. Why? Because sustainably run companies are profitable companies.
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.
If you think social media is a fad—think again.
Then check out this YouTube video:
http://www.youtube.com/watch?v=fVXKI506w-E.
Not only are the graphics and stats interesting and fun—if you've been trying to convince your company or your client to jump on board, this four-minute video might just do the trick.
Thankfully, my clients are way ahead of the game. They
understand the power of a message that's communicated instantly. And they have come to know that sometimes email is just much too slow. As the head of an advertising and marketing agency that specializes in organic branding, the organic industry, social change communications and the LOHAS consumer, I work with many progressive companies who work hard to maintain their sense of immediacy.
And while many of us aspire to live our lives in the present moment, by the time you've finished reading this sentence, that moment has passed.
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.
If you haven't tried Sambazon's acai (pronounced ah-sigh-ee), you don't know what you're missing.
This company has virtually single-handedly created a global market for what was once a beverage known mainly to South Americans.
My family has long been Sambazon fans, but when I recently learned the product was being sold in Costco, I knew they had become mass market mavens. Pretty impressive for a product that is relatively new in this country and that most people still mispronounce.
What's their secret? Like I advise all my clients in the organic industry or those who are launching breakthrough progressive products or services—
the key to building your brand is through education (Why acai matters)
and through story (How acai has been vital to native cultures for thousands of years, etc.)
Good marketing's got juice. I tip my glass to Sambazon.
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.
Today is October 12 and this is the view outside my office door.
Look closely, you'll see a herd of deer running by. But it's not the deer that are surprising. In a season that is generally all about crunching through colorful fall leaves, those of us who live and office near Minneapolis are looking for snow shovels.
J
ust as weather can take us by surprise, so can marketing campaigns. As the head of a green advertising agency with a focus on organic branding, the LOHAS consumer, yoga studio marketing, green energy marketing and social change communication, we strive to create surprise. We live in a media climate that is in continuous hyperdrive. And yet there is a pervasive cookie-cutter blandness that stifles most marketing messages.
Today, an early snow generated national media and shook up millions in my region. Tomorrow, I hope the same is true for
green marketing companies like mine. The stories of our clients are unique. Their messages are relevant. And their potential to generate change is as refreshing—and as surprising—as snow in October.
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 a beautiful thing when green marketing, organic branding and social change communication become supercharged through media.
One of my favorite organic tea brands, Zhena's Gypsy Tea, got a great media hit recently when Jennifer Aniston prepared cocktails at a party using the Zhena's Super Berry Blend. Zhena, the founder of this brand, is an incredible visionary, authentic spirit, green goddess and master tea blender. I couldn't be happier for her.
Mass media has incredible power to educate, enlighten and inspire the mainstream. The organic industry, green companies and progressive businesses have amazing stories to tell. Put them together and you have a force for change. It's
a win for green business. And a win for consumers who are exposed to new ways to live healthier and more sustainably.
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 Forbes, in 2008 consumers spent $23 billion on organic food. That's a 16% growth rate. Even with the double digit growth this category has seen over the last decade, organic represents just a tiny percent of total food purchased in the U.S.
That's good news. Because there's still lots more room to grow.As the head of an advertising and marketing agency that specializes in organic marketing, organic
promotion, green communications and LOHAS advertising strategies, I am passionate about supporting the efforts of organic companies. These are businesses that are working to improve the health of people as well as the planet.
Before starting my agency, I worked as VP communications for the Organic Center, a non-profit dedicated to educating millions about the health and environmental benefits of organic. I've had the privilege of walking organic fields with farmers, eating meals prepared by the nation's premier organic chefs and creating messaging that educates and inspires action—including the groundbreaking coffee table book,
Core Truths.
The seeds of change have been planted. It's up to us as marketers to help bring in the harvest.
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.
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
As consumers, we're really pretty simple. We want a product that tastes good. And as a bonus, one that's good for us.
But when it comes to bottled water, a product that's marketed as having premium taste with additional health benefits, the truth may be downright slimy. Some call bottled water the biggest advertising trick of all time. Others question why we're shipping water around the world in an era of climate change. But the simple truth is that the water itself may not be as much of a concern as the plastic bottle itself. Why? Plastic is not only made from petroleum and causes massive waste issues—it can leak a plethora of toxins including arsenic and the hormone disrupter Bisphenol A.
As a leader in environmental advertising, LOHAS marketing, eco business and organic branding, I've spent much of my career working in the organic industry with organic companies. Recently I worked in partnership on best-selling artist Jack Johnson's All At Once world tour and online community. A key piece of the messaging we created focused on the waste issues of single use bottles. (Check out www.allatonce.org.) I'd also recommend a great new documentary on bottled water called,
Tapped. Find out more at http://current.com/items/90641196_bottled-water-sucks.htm.
In the meantime, do the right thing for yourself and the planet. Buy a stainless steel reusable water bottle and start refilling. You'll save money and a whole lot more.
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 V
ice 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!
As a leader in LOHAS marketing, wellness promotion, yoga marketing, sustainable advertising and green public relations, I have had the good fortune to work with many wellness companies and progressive businesses.
I've often been asked
how can organizations best choose a firm that supports their branding and marketing efforts. The answer is simple. Do you click? Does the firm "get" you? Is there synergy? Do you feel a connection? Do you love their work? And of course it's always helpful to talk to the firm's clients to get a sense of what their experience has been.
Below is what Danielle Tergis, Marketing Director for Yoga Alliance has to say about her experience working with me and my firm, firefly180 marketing:
Lisa is super creative and has an outstanding ability to deliver results that are impactful and eye-catching. We've worked on a number of projects that required our messaging to stand out from the crowd and I couldn't be happier with the results. Her work ethic is also outstanding. She is committed to ensuring her clients are successful by giving 110% on every project.
Pictured here are Lisa, Colleen Saidman Yee, Rodney Yee and Danielle after a yoga class taught by Rodney and his wife Colleen.
I was just invited to be a college guest lecturer for a promotional writing course. As
an expert in the categories of wellness promotion, green advertising, green energy marketing, wellness marketing and LOHAS marketing, I have been honored to build strategy and create campaigns for many wellness companies and progressive businesses. I love sharing my experience with students.
In 1990, when I launched one of the nation's first green advertising agencies, my area of specialization was seen as a bit of a curiosity. But times have changed. Dramatically. Businesses understand the power of great creative, but even more they understand that millions of consumers are passionate about buying from brands that align with their values. In addition, interest in renewable energy has brought about incredible technological innovation, an expanding sustainable energy market and a host of green energy conferences.
I've found that today more and more students are looking for careers that not only provide an income, but that feed their soul and contribute to the greater good. I applaud that passion. Because this is exactly
the path to finding a job you love so much you can't believe you get paid.
One of my art director partners knew I was working late and just stopped by with a bag of freshly
picked organic greens and veggies from her garden. Not only did that mean I had "instant dinner," her thoughtfulness was definitely the best part of my day.
As a leader in the areas of wellness promotion, wellness marketing, environmental advertising and green energy, I work with many progressive businesses and wellness companies.
Not only do I really value locally grown organic food— even more, I appreciate the care that goes into growing it.So while my friend brought me a gift from her garden, thousands of organic farmers throughout the country offer the same gift every day. While they may not deliver to your home, the evidence of their care, commitment and love for the planet is available in co-ops and grocery stores nationwide.
As an agency that specializes in green energy marketing, environmental advertising, wellness marketing and wellness promotion, we work with many progressive businesses and wellness companies.
Because so much of the work we do at firefly180 marketing is transferred digitally, we seldom have a need for a courier service. But when we do,
we choose green. EcoXpress.com to be precise. It's such a
simple choice that not only supports other green businesses, it also supports our commitment to lightening our carbon footprint.
When it comes to delivery services, it's hard to imagine why every business in the U.S. wouldn't choose either
a bike courier service or one that is equipped with a fleet of hybrids. (Or better yet, in addition to bikes and hybrids, one that offsets each delivery by supporting renewable energy or planting trees.)
So take a moment and think about the vendors you currently work with. Do they do business in a way that aligns with your values? Is their business giving back as much as they take? If not, maybe it's time to find vendor partners who do.
I've been working with Yoga Alliance, the largest professional yoga organization in the US, on an
exciting brand evolution. In addition to designing brand architecture, logos and ads— their new website design has been at the heart of the process.
At firefly180 marketing, we specialize in yoga marketing, wellness promotion, wellness marketing and organic internet marketing. We work with lots of wellness companies and progressive businesses.
To us, a website is much more than a site map, wireframe, HTML and graphic design. It is the living, breathing manifestation of the brand itself. A good website is the digital extension of your brand. And it should not only inform, it should leave the visitor with an amazing brand experience. That experience doesn't have to be about being dazzled by Flash animation. Or impressed at the site's level of interactivity. An experience can be as simple as leaving your visitor with a "feeling." After all, brands are all about emotion. They are the gateway to our heads. As much as our hearts.
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