We've all seen the commercials, youtube videos and national media about the quirky blanket with sleeves that's raked in nearly $100 million during an economic period that's seen the near collapse of the mortgage industry, the demise of GM and 15 million jobs lost.
It just goes to show—you just never know. In fact, the next Snuggie success story could be yours. In times of economic challenge, marketing budgets are generally the first to be cut. Our economy operates very much as a flock of geese, with most businesses following the lead of the guy (or girl) in front.
As the head of an agency that specializes in creating advertising strategies and green marketing campaigns for eco business, wellness companies, the organic industry and progressive businesses, I encourage our clients to resist the temptation to follow. And to lead instead.
That's what Snuggie did. Despite the fact that the concept for their product wasn't new. And despite the fact that there were competitors in their field, they led. There are 100 million reasons for you to do the same.
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. blog.firefly180.com.
Green Marketing—Shift Your Thinking and Save
by Lisa Proctor
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 than money. 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. http://blog.firefly180.com
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