Green Marketing and the Snuggie Factor

by Lisa Proctor


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

Green Marketing and the Snuggie Factor

The True Measure of Sustainability

by: Lisa Proctor


As an expert in sustainable advertising, wellness promotion, eco business and wellness marketing, I am often surprised that the meaning of sustainability is still so misunderstood. It is not uncommon for instance for corporate executives to balk at the term—since they believe it means their business is about to do something really good but lose a lot of money doing it.

But the reverse is true. Sustainability and profitability are not mutually exclusive. In fact, I believe true sustainability is the measure of how well you do by doing good. It doesn't matter whether you work for a publicly owned company or non-profit, goals and objectives must be met. Money must be raised. Revenue increased. And quantifiable progress measured. (Even if that "progress" means the number of activists who have signed a petition.)

The practice of sustainable marketing brings us full circle. It sustains us. Sustainability is about giving and receiving.  It's like breathing. We breathe in oxygen and breath out carbon dioxide. In return, trees breathe in carbon dioxide and breathe out oxygen. It's reciprocity at its finest. And it's a practice that keeps people and the planet as healthy as our bottom line.

blog.firefly180.com.



Three Steps to Green Sales
By Lisa Proctor

Every time a purchase is made a consumer asks themselves three questions:

1) What's in it for me?
2) How is your product unique in the marketplace
3) Why should I believe you?

When it comes to green advertising, environmental marketing, social change marketing or sustainable marketing—each of these three essential questions needs to be addressed before a consumer will buy.

 

Here's the good news. Each of these questions is easier to address when you have a product or service that speaks to personal or environmental health. Whether you're promoting organic produce, green lawn care, sustainably made furniture, an eco spa or energy efficient appliances, you have a story to tell that more conventional products can't touch.

It gets even better. Consumers of products like yours (generally LOHAS consumers) don't want to be sold. They don't want to be advertised to. They want the back story. They are hungry for data, information and proof. They want to know they can trust you. They are leery of being green washed. So you don't worry about "selling," your job is to "share." Remain fully transparent. Be authentic. And the sales will come.

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.

The True Measure of Sustainability