When Marketing Takes You by Surprise

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.

Just 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.

About Lisa Proctor

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