Marketing & Sacred Discovery.

While hiking at Point Lobos near Monterey, California, I was struck by the magic of Spanish Moss dangling like Christmas tinsel  from Cypress trees.

I couldn’t resist reaching up and exploring further. And in that moment, a space unfolded that revealed the duality of the sacred and and mundane. The Cypress. Spanish Moss. Ordinary perhaps on their own, yet together—anything but.

As the head of an alternative marketing and advertising agency that specializes in working with progressive businesses that effect positive change, I find  the same is true when it comes to creating ads, websites, brochures, social media, videos and more.

When words combine with images in unexpected ways. When strategy meets soulfulness. And when marketing merges with messages that matter,  a kind of sacredness emerges. It’s a resonance that consumers and stakeholders not only notice—but respond to in powerful and profitable ways.

We live in a world of duality. And the day has come when for business, doing good also means doing well.

 

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

 

 

Discovering New Reality Marketing

 

While sailing off the coast of Auckland, New Zealand recently, I was struck by some striking contrasts. While it was nearly winter in New Zealand, it was spring near my home in the Minneapolis area. And while it was Wednesday afternoon for me, my friends and coworkers were still happily experiencing the unfolding of Tuesday. Reality is truly…well, relative.

Which is very much the case when it comes to advertising and marketing. These contrasts are especially apparent in the areas of green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing, social marketing and wellness marketing. Working with progressive businesses and brands as I do, I’m very intentional about not rushing to make assumptions.

Each of us as consumers has a particular language and belief system when it comes to what we feel is important in making a purchase. While a can of Campbell’s chicken soup may represent “healthy” to many, only the organic comparable by Amy’s would do for others. And yet there’s also a large contingent of shoppers who would never consider buying from a can at all.

Our differences, beliefs, perspectives and contrasts are what shape our experience. As marketers, we have the honor and the opportunity to open pathways for consumers to self-actualize. After all, while reality may be relative, we are all on a journey. Whether that’s sailing around an island or riding a cart through a grocery isle. Both offer the opportunity for discovery.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.