One of our clients is Dream Designs, a chain of organic lifestyle stores in Vancouver that manufactures and sells organic bedding, sheets, towels, mattresses. fashion and more. They are a perfect example of how knowing your customer informs and molds the advertising messages.

By definition, the Dream Designs customer is educated, affluent, hip, adventurous and interesting.That tells you that the best way to communicate to them is to make the communications as interesting and adventurous as they are. The other challenge is to do all of that in a small media space. No small task.

We created a series of six ads that could be repeated and run on a regular, weekly basis to build momentum around the stores and the products Dream Designs sells. “Are you good in bed? featured their 100% organic sheets was how we began. After all, 100% organic sheets with no chemicals or pesticides in the cotton growing cycle is good to be in bed with. We followed that with “Sleep like an ecolog” featuring their 100% organic mattresses.

Next came ads for their organic pillows, “A case for our pillows” and “Are your pillows a sham?” And then ”Make a blanket statement” featured their organic designer blankets. For their 100% organic cotton towels, we asked a serious question: “Does the “t” in your towels mean toxic?” We even did a fun, 50% off sale ad with the headline “Beddy buy.”

Why did we have so much fun with their ads? We knew that their customers would appreciate the humor and intellectual exercise of getting the meaning and personality of Dream Designs advertising.That way we implied quality without having to say it. We said the stores would be fun to shop in without having to tout it.

When your product is really good, you can show your style and imply all your positive attributes without spelling them out. When your customers can join in on the fun of your communications, you have created a relationship that makes them want you to succeed. Best of all, having your customers actually look forward to your ads and what you are going to say next is the best of all possible worlds.

Be brave, have fun, entertain as you inform and even your small space ads will make a big splash — and a big impact. We can’t wait to do more.

How are you being brave, having fun?

To view more of our work, check out Mind Over Markets.

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We just received from our friends at EcoFocus their informative, new consumer trend report on the emergence of eco aware moms and eco aware dads. The opening quote really caught our eye. It begins, “Looking at the future, I want to feel proud.” A little further in emerged another quote by a mother of two that stated, “Makes me feel proud about what we are doing at home.”

These two quotes make us feel proud because pride at “shopping cart checkout” and green as a “badge of honor” is a paradigm shift in green marketing we at Mind Over Markets have been talking about for a while. We strongly believe that personal pride in what you buy is one of the stronger green messages and one that should be adopted in your marketing efforts.

If you’ve been following our blog you know that relevance is at the core of what we believe moves the marketplace, green or otherwise. But especially in the green aware marketplace, making people feel good about themselves through their purchase choices is one of those added benefits of being green that can really be built on.

We know we feel really good when we put organic, healthy food on that conveyor belt — especially when it’s right behind someone else’s red-dye hot dogs. When you make someone feel proud of what they buy, you are forging a rich relationship between your products and your customers, and rewarding them with a self-awarded badge of honor for being a conscious consumer.

How is your product or service creating customer pride?

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