SnoreWorld: A World of Relief

Snoring is a joke till it happens to you, then it’s no laughing matter. As a matter of fact, up to 40% of us snore.That’s not just here in America, but all over the world. Snoring can damage the health of the snorer and damage the relationships of those affected by it because of loss of sleep, fatigue, irritability and high blood pressure — not to mention the eruption of emotional issues caused by being kept awake by unpleasant and disturbing sounds. The bottom line is snoring is a major problem in search of realistic and effective solutions.

Till now, there has been no comprehensive website or single source to go to for advice, products and procedures. Because of this, an opportunity existed to serve the needs of this underserved target audience on multiple levels as a web-based aggregator of information, support and products which explain, educate and relieve snoring and the multiple problems that accompany it.

SnoreWorld.com was created to be a global resource for snoring and sleep deprivation issues. Unlike single solution sites, SnoreWorld’s goal is to build a community of snoring sufferers to share stories and solutions, and offer information and reviews on snoring products and programs.

Mind Over Markets’ strategy was to position SnoreWorld as the most complete snoring solution resource in the world. But just as important, to give the snorer and those affected by it the promise of relief. We not only wanted the persona of the brand to be open and warm, but to have authority and ingegrity so it would become a trusted source to be relied on.

We created a logo that reflected the moon and night. The heavenly orb is graphically made up of different facets to reflect the many facets of the snoring community and the many solutions SnoreWorld provides. When you scroll over each “facet” on their website, text pops up to illustrate their multifaceted approach to the problem which embraces the physical as well as the emotional side effects of snoring. This is where SnoreWorld stands apart from other online resources. They take a humane, understanding and empathic approach rather than just a hands-off clinical one to the problem.

We also wanted the logo to be restful. A big yellow moon on a velvety night sky to communicate peace, quiet and rest.

The tag line is another simple yet all encompassing promise: A World of Relief. That is meant to communicate a wide resource of snoring solutions and communication. It also says they are a worldwide resource with a broad range of methods and solutions.

Maybe if we could all get a better night’s sleep the world could be a more peaceful place. And that would be a world of relief for all of us.

What do you think?

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Every once in a while, we do a shameless promotion at Mind Over Markets. Forgive us, this is one of them…

“It’s the economy, stupid.” That’s what most green business gurus are saying today. Some are even going so far to say that green is dead. That’s simply not true. What’s dead are the messages that marketers are putting out there like, “It’s easy being green,” or “We’re saving the planet one (fill in the blank) at a time.” People don’t buy products or services to save the planet, they buy them to save and help themselves.

If your core messaging is not motivating your customers to engage in your business, if you are not getting it out there through the mediums that matter, we can help.

Mind Over Markets (affectionately known at MOM) has been living, breathing, designing, writing and promoting green products and services for over 10 years. Let us help you bring your business to a new level in this leveled market.

Announcing our Green Business Booster

This in-depth, hands-on, highly interactive process is designed to electrify your communications and take it to a whole new level. Here’s how we do it:

Where You Are Now. We will review of your digital and printed marketing communications including website, company brochure, etc. to evaluate where you are now. This includes a deep dive into your social media marketing efforts and communications.

Where You Want To Go. After reviewing your current communications, we will facilitate a highly interactive and creative process with you we call our Green Brand Discovery Session. This process will clearly position and message your product or service in order to capture its unique promise of value in a way that is meaningful to your target audiences.

How to Get There. Our Green Business Booster will help identify potent strategies to effectively communicate your message to your target audiences.

Making It Happen. This is where the rubber meets the road. Your three 60 minute Green Marketing Coaching Sessions will help you implement the communication and marketing strategies outlined in your Discovery Session. Now you’re rolling.

For more info on our in-depth Green Business Booster, contact carolyn@mindovermarkets.com or call 505-989-4004.

Green is here to stay. Are you?

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Organic chicken little has been running around announcing that the sky has fallen on the green market. Our avian friend cites the bankruptcy of Solyanda Solar as the latest victim. What defeated them was a poor choice of power generation — kind of like Beta versus VHS all over again.

When beta went down it just meant that the form was wrong not the overall technology of video players. We think the same is true here. Green issues have not gone away and neither have green answers.

There is an entire industry waiting to be born and we need the White House and both houses to get behind it. Not only will this produce multiple benefits, it is actually the road to the future.

In a green world, we will give birth to a vibrant, job producing industry with enormous growth potential. Every state, local and federal building should be fitted out for solar. Only U.S. companies need apply. We will use US labor to install them and sell the excess energy back to the grid. The skies will be clearer, and we will no longer be panicky at the pump.

It’s a win-win-win all the way around.

Done correctly, it is the industrial revolution all over again but with safer, healthier methods and much better results. We have the technology…

The problem is the real deterrent to this gold mine is the forces that don’t want to let it happen. Clean coal, frackers, and energy companies have a vested interest in green going brown. But when people finally wake up and realize that the green isn’t about hugging trees, but creating a better, healthier and safer world for all of us, we’ll hop in our hybrids or EV’s and hum past those ancient relics of our old ways. “Remember gas stations?” we’ll say.

For this to happen, green needs to go beyond the planet, right to the personal. So instead of your product or service saving the planet one (fill in the blank) at a time, communicate how green can save their family, their lifestyle, their future. That’s what we call at Mind Over Markets “Greenstreaming” — taking green from the minority to the mainstream. Then we’ll really have something to talk about.

Want to Greenstream your product or service? Just Say Yes in the comment box below.

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We know plastic water bottles are overwhelming our landfills and severely clogging mother earth’s pores, yet we mindlessly grab a bottle when offered. We know pesticide-free apples are way better for us, but still we eat the heavily sprayed ones. Here’s the dilemma: We say want green products and healthy foods, but we don’t back up our words with actions. The very actions, Dr. Renee Lertzman says, “…we know from an ecological, economic, political and spiritual standpoint would do us all a lot of good.” So what’s holding us back? Why are we talking the talk, but not walking the walk?

Renee has some answers. She’s a writer, researcher and communications consultant focusing specifically on the psychological dimensions of sustainability. Her article “The Myth of Apathy” laid out some concrete truths and insights into this dilemma, so I invited her on Women Of Green to share those with me. What I uncovered is a fresh, new perspective on what it means to be green and how to engage the mainstream consumer in really caring about the environment. A very cool interview so listen in!

Listen to interview with Dr. Renee Lertzman here.

About my guest: Dr. Renee Lertzman provides practical and professional guidance on sustainability communications, public engagement, and outreach strategies. Through consultations, presentations, and the development of written materials and online resources, Dr. Lertzman helps companies, organizations, and individuals incorporate psychodynamic and psychosocial dimensions into the planning, design and implementation of communications initiatives.

– Carolyn Parrs

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There are some intelligent choices in the marketplace today, and as green is becoming more and more prevalent, we’re seeing the prices reducing – and efficacy rising. This Women Of Green podcast features MJ Jolda, the Vice President of Marketing at Marcal Paper Products, a leading manufacturer of household paper goods from 100 percent recycled paper. They have introduced an Environmental Facts panel on their “Small Steps” packaging that details information like recycled paper content, how much chlorine bleach was used for whitening, and the use of chemical-based additives like fragrances and dyes.

This whole effort came out of talking with many many consumers, mostly women, on what they want and don’t want in green.

Listen in to her responses to these questions:

Most of your customers are mainstream consumers – what I would call medium to light greens. They would purchase green but it has to really make sense.

What did you learn in your research about what it would take for them to make a green purchase versus a conventional one?

Women buy 80% of the products in our household, that’s tremendous economic power. So how can we rally those women to really have an impact in the marketplace?

How do we educate women, mainstream women, on what’s really happening when they buy that conventional product?

You have said that one of the biggest threats to the environmental consumerism movement is misinformation, or what’s often called greenwashing. How can we really make an impact in the marketplace if so many manufacturers are just spinning a marketing story without the environmental reality behind it?

I love Patagonia’s Footprint Chronicles. What is Marcal doing or not doing well that you would like to change or improve?

About MJ Jolda: She is the Senior Vice President for Marcal Paper LLC, the nation’s leading manufacturer of household paper goods from 100 percent recycled paper. An industry pioneer, Marcal has used recycled paper to make paper towels, napkins, facial tissue and bath tissue since 1950. MJ is responsible for the Marketing and R&D efforts for the Marcal Small Steps brand. MJ’s 20-plus-year track record of brand revitalization spans a wide range of consumer products, concentrating in food, household cleansers and OTC/HBA.

MJ’s links:

Profile of MJ Jolda in Advertising Age

Marcal’s Small Steps website

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Back by popular demand, we’re starting our monthly Green Marketing Labs in Denver, CO in March. These fun, interactive, real-life marketing laboratories will give you the insights and tangible solutions you need to make your marketing meaningful in the maturing green market. So bring your questions, bring your challenges, roll your sleeves up and have some fun. 

This Mind Over Markets series is sponsored by CORE Colorado and takes place Saturdays, 9 am to 12 noon. Each lab is $40 or for $130 you can do all 4 and save 20%. Here’s the line-up.    

Lab 1: Developing Your Marketing GPS (Green Positioning Strategy) – Saturday, 3/27

The green market has matured since Kermit was King with his “It’s Easy Being Green” campaign. Now over 1,500+ new products enter the market each year. It ain’t so easy anymore. How will you break through the clutter? How do you position your product or service so it’s not another “me too”? In this marketing lab, you will: 

Obtain a clear understanding of the current green market – its obstacles and opportunities

Identify how meaningfully different you are from your competition

Uncover the advantages that result from using your product or service

Identify your key target audience(s) and the rational and emotional reasons they buy your product or service

Develop a strategy statement to effectively communicate your message to your target audience(s)

Lab 2: Creating a Compelling Green Brand in a Crowded Market – Your Positioning Line  – Saturday, 4/24

The most powerful asset a company can own is its brand. It is the marriage of all the elements of how your product or service will be presented in the marketplace. It says, “This is what I stand for.”  In this marketing lab, you will learn how to: 

Drill down to the creative core of your product or service and turn it into a powerful communications theme

Take your Green Positioning Strategy and develop a clear and compelling positioning line    

Integrating your brand message into all your marketing materials   

Lab 3:  Creating a Compelling Brand in a Crowded Market – Your Visual Identity – Saturday, 5/22 

No branding effort is complete without the investigation and development of a compelling visual identity for your product or service. Your visual presentation, which includes your company logo and website, is way more than “pretty pictures”; it’s a visual cue that quickly and effectively communicates your company’s personality and what it stands for in the marketplace. In this marketing lab, you will learn how to: 

Create an accurate visual identity based on your brand’s positioning strategy and line

Create a graphics standards that will serve as a guide to ensure your consistent use of design elements, formats, and templates in all of your communications

Integrate your visual identity into all your marketing materials

Lab 4: Creating Persuasive Messaging for Social Media – Saturday, 6/19

To make it in social media, you need to unlearn the rules of traditional marketing messaging. No more hard sell. No more creating customers. What you are creating are relationships instead. And those relationships can be your single greatest sales force. In this marketing lab, you will learn:

How social media is used by entrepreneurs and business owners

Why you need to serve, not sell    

Why content is still king and how to make your marketing messages compelling

The importance of relevancy and frequency

How to integrate your brand message into your social media marketing

“It’s like having your own Marketing Department!”

                                                     - David Wolf, Wolfs Bagels

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