Michael Grossman

Is Your Company Ready To Compete For Cleantech Funding?

Michael Grossman

The Battle for Cleantech Funding. A recent spate of stories in green media suggests a second climate funding boom is in the offing for startups in the cleantech sector. It’s a nice change of pace after funding dried up for almost a decade after the first wave of cleantech investment in the aughts.

COVID Is Changing The Climate Conversation

Michael Grossman

“The public is the only critic whose opinion means anything at all.”--Mark Mark Twain. Reality Bites…Hard. One of life's ultimate paradoxes is the nearly impossible task of changing a person’s mind while at the same time public opinion is never static.

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Marketing With Your Connections During Covid

Michael Grossman

Greetings fellow two-dimensional creatures: With all of our interactions flattened into a rectangle, you may find yourself, like me, missing the human interaction that accompanies marketing and networking. Adapt or die,” said Oakland A’s General Manager, Billy Beane, in one of my favorite sports movies, “Moneyball.” And, whether you like it or not, you’ve had six months to build a bridge and get over your trepidation about online marketing to replace your three-dimensional routine.

5 Reasons Your B2B Needs A Brand

Michael Grossman

Does Every Size Company Need A Brand? Recently, the CEO of a growth-stage cleantech company told me branding and marketing wasn't something his company needed to do because their niche was so small that they already had relationships with most of the companies in their industry.

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How The Pandemic Has Undermined Green Brands

Michael Grossman

In times of crisis, people show their true colors. At the outset of my state's coronavirus shutdown, I headed to my local Target to do what most Americans did--stock up on supplies. In the household cleaning aisles, I got a focus group worth of information about how we view green brands and why mass adoption continues to be slow. The Word 'Clean' Doesn't Necessarily Mean 'Green.'. During this pandemic, 'It kills 99.99% of germs and bacteria' has become the new definition of clean.

Should Green Brands Be Colorblind?

Michael Grossman

Does your green brand meet its mission if it doesn't appeal to all races? . Dear Michael's Marc: I've always considered myself an ally for equality, regardless of a person's color, religion, gender, etc. All human beings deserve respect, regardless of the color of their skin. But as I've been taking stock after the murder of yet another black man by a white police officer, I'm feeling like a guilty, over-educated, white liberal more than ever.

Are Your B2B Brand’s Images Powerful?

Michael Grossman

The saying “A picture is worth a thousand words” has been around so long because it’s true. But when I look at the brand strategy behind the websites, social media and content marketing of companies In the B2B space, I often wonder if I missed out on the instructions from a parallel school of thought which taught its graduates, “You should use a thousand words to describe your picture.” ” Powerful Branding Images Require Scant Explanation.

How Can You Successfully Market During A Pandemic?

Michael Grossman

And What Happens When Everyone Shows Up To The Party Wearing The Same Outfit? A month ago, I was scrambling to produce an ad for a client before Washington shut down due to the coronavirus. The client knew COVID-19 was going to cause a dramatic downturn in sales (especially on higher-end products) based on their experience during the 2008 banking meltdown. They asked me what I thought they should do.

What Are The Marketing Tools Every Cleantech Company Must Have?

Michael Grossman

Part 1--Research. This column is the first of a five-part series on the critical elements necessary for a cleantech company to successfully market itself, regardless of the budget. Do I Have To Pay For Marketing? One of the most frequent questions I hear from companies in the cleantech world, whether a pre-revenue startup, growth stage, or in competitive niches like solar, battery storage, or water treatment is, "What are the essential things we should be doing to market our company?".

What This City Needs Is A Tagline. With A Capital “T.”

Michael Grossman

We got trouble! Right here in River City! With a capital T that rhymes with B, and that stands for brand positioning. Working with cleantech companies means I'm often in meetings with scientists and engineers. By nature, they are very analytical people, which is why they are excellent problem solvers. And in advanced mathematics, there is always a right answer and a wrong answer: Black and white.

Remind Me Again-Why Are We On Social Media?

Michael Grossman

"If all of your friends jumped off a bridge, would you jump off it too?"--my my mother. In today's business world, it's a given your company needs a social media strategy. My favorite question in the last year or so is to ask why. Here are the three most typical ways in which that conversation starts.

6 Ways Your Email Marketing Can Compete During The Holidays

Michael Grossman

Is anyone reading your email during the holiday season? And if they are reading or listening to your message, does it pass the threshold of caring? I've written before about how only about one-third of email recipients read beyond the fourth paragraph. What do you do if you have news to share with your community but can't compete with offers from Amazon and every other retailer on the planet? If your open rates are plummeting in December, here's what you can do to fight the tide.

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How Circumstances Can Upend Your Social Media Ad Budget

Michael Grossman

Facebook got gamed again this week by people trying to influence an election, and it’s a great case study in why you need flexibility in your social media ad budget. The Illuminati Isn’t Alive. No, this time it wasn’t Vladimir Putin sitting behind his desk at the Kremlin scheming a sequel to 2016.

Should Cleantech Be Rebranded As ClimateTech?

Michael Grossman

The Cleantech Brand Is A Failure If No One Knows What It Means. Invariably, it happens. I'm out at an event with professionals. Maybe it's a business awards dinner like last week or at a convention. Someone will ask me what I do for a living, and I explain, "I'm a branding and marketing strategist with a focus in the cleantech sector.". Wait for it.the blank stare and nod. The question, "What does that mean?" or "Who do you work for" gets asked so regularly, I already have a pat response. "I

Want Your Brand In Bright Lights? Build From The Bottom

Michael Grossman

Every business owner thinks his/her brand should be in the spotlight, and why not? The long hours, the novel ideas, the enthusiasm, the purposeful value proposition: isn’t it evident the media should take note? And from the days of Gutenberg to the 1970s, the process of generating exposure for your brand was pretty straightforward: write some copy–or hire a publicist to do it for you–and take it to the local newspaper (and maybe buy an ad while you were there.).

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4 Ways To Write A Memorable Website Homepage

Michael Grossman

Your website is the online portal for your audience, and your website’s homepage is the cyber front door. How you welcome your viewers will be the first impression of your brand and is critical to move them through the sales funnel to become your brand advocates. As the old saying goes, “You don’t get a second chance to make a first impression,” so no matter how important your invention or novel your product, you better write a homepage that entices them to learn more.

The Winner Of The Nobel Peace Prize Will Be…

Michael Grossman

A Noble Story Fit For A Nobel Prize. When the Nobel Peace Prize is announced on Friday, there is better than a decent chance the name inside the envelope will be that of a precocious, 16-year-old Swedish girl, the youngest person to ever receive this prestigious award. If the prognosticators are right, Gretta's (she needs no last name anymore) unlikely ascension to this lofty height is a testament to the power of the story.

Here’s Why Market Research Is Key To Your Company’s Success

Michael Grossman

Two words no CEO of a seven or eight-figure company ever likes hearing from me are "market research," as in, "I feel it would be helpful to clarify our value proposition, our strategic advantage, and our audience if we conducted some market research.". It's so toxic; I keep those two words in my back pocket at all meetings like an emergency fire alarm in case I want to cut the session short.

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Do You Make These Mistakes With Your Cleantech Pitch?

Michael Grossman

If you’ve founded a cleantech company, there’s a better than even chance your background is in science or engineering. There’s also a high probability you could write an encyclopedia about your invention. Neither of these factors is likely to help you make a successful pitch for investment in your cleantech startup.

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Can Your In-House Marketing Manager Do This?

Michael Grossman

Marketing Management Needs More Than One. The post Can Your In-House Marketing Manager Do This? appeared first on Michael's Marc. Marketing Tactics Uncategorized content marketing digital marketing email marketing marketing social media marketing video marketing website design

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Tie Your Brand To The Story We Share

Michael Grossman

Like millions of parents around the country, I took my daughter to college last week. It’s a bittersweet ritual that started when I let her hand go on her first day of kindergarten and is now complete. She has chosen a path, and it forevermore will diverge from mine. I mention this not to remind you to offer me a Kleenex when you see me, but rather to share the connection and the emotional impact of a story that’s as old as homo sapiens have walked the planet. Child is born.

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10 Tips For Making Inspiring Cleantech Marketing Videos

Michael Grossman

Cleantech companies typically require a certain amount of scientific sophistication to comprehend, and therein lies the conflict with defining its value for an audience. A well-produced video is one of the best ways to bridge that gap. A Cleantech Company Is More Than Just It’s Science. Ask most cleantech scientists why their idea is destined to scale, and they will likely tell you “because the science works.”

What Are The Best Social Media Channels For Cleantech?

Michael Grossman

To be engaged in social media, or not to be engaged in social media. That is the question for cleantech companies. Through the left ear, you hear, “Free Exposure!” ” being shouted at you; but through the right ear, you hear, “Waste of time and money!” ” Which ear should you trust? The answer, like everything else in the green marketing world, is there’s no one stock answer. It depends on what your cleantech company is trying to achieve.

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How Cleantech Companies Should Announce Their Exciting News

Michael Grossman

Groundbreaking cleantech ideas don’t guarantee eyeballs. I track dozens of cleantech companies on Google, subscribe to all sorts of newsletter lists, and follow even more cleantech companies on LinkedIn so that I can keep up with industry news. I spend hours each week sifting through the inane and irrelevant to find compelling announcements worth reading.

The Secret To Getting Your Green Brand Discovered

Michael Grossman

So you’ve got a great idea to stave off climate change and make the world a more sustainable place, and you’re convinced you can turn it into a profitable business. You’ve written your business plan; you’re searching for investment, and; you know you have an audience waiting to become your ambassadors and your customers, if only they learn about you. It’s the basic algebraic formula “a + b = c.” ” Or is it?

Fledgling Stories

Michael Grossman

What does honey have to do with saving elephants in Botswana, and why would I want to buy another pair of shoes made in Asia? These business propositions were just a couple of the conscious companies crafting their pitch at Fledge’s Demo Day. Not familiar with Fledge? They brand themselves as the conscious company accelerator and bring in entrepreneurs from all over the world, much like a traditional accelerator, but with a focus on companies that solve real problems in the world.

Why Man-Made Climate Change Is A Messaging Misnomer

Michael Grossman

Circular-firing squads have a lousy success rate. Don’t worry. I haven’t gone off the deep end and gone into denial about the scale and urgency of reducing carbon emissions. I do, however, have a bone to pick about how we communicate the threat of the climate crisis and inspire action among 7.5 billion people. I’m hardly the first person to point out that for all of the brainpower that exists behind tackling the climate crisis, we sure are maladroit when it comes to advocacy.

Why Communicating Climate Change Continues To Challenge Us

Michael Grossman

It’s the personal, stupid. Every year, more and more Americans tell pollsters they believe in climate change, yet insufficient action has been taken by business and government to solve the problem. Welcome to the world of the communicating climate change action as seen by Americans of every stripe since Al Gore raised the profile of the issue in his 2000 campaign for the Presidency.

Possible That Tesla Would Acquire A Legacy Automaker

CleanTechnica

As Tesla's market cap has climbed through the roof, and then some clouds, and then the stratosphere, and then the exosphere, and then bumped its head on the moon, many have wondered if Tesla might one day buy a legacy automaker or two.

US Nuclear Site Cleanup Underfunded By Up To $70 Billion

CleanTechnica

Wind and solar decommissioning costs are trivial. That’s yet another reason why nuclear is dead, but pretending it’s not.

November French EV Market Share Hits 15% & Growing

CleanTechnica

France, Europe’s second largest auto market, saw plugin electric vehicle market share reach 14.8% in November 2020, up almost 5x from 3.2% share in November 2019. The homegrown Renault ZOE was again the best selling plugin. November’s 14.8% total plugin result consisted of over 7.6%

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Lucid Motors Finishes Factory, On Track To Start Lucid Air Production In Spring 2021

CleanTechnica

Lucid Motors today announced completion of the first phase of construction at its AMP-1 (Advanced Manufacturing Plant) factory in Casa Grande, Arizona.

Aston Martin Linked To Study Spreading Misinformation About EVs

CleanTechnica

Auke Hoekstra, who researches electric vehicles at The Eindhoven University of Technology and NEON Research, and whose specialty lies in comparing CO2 emissions of EVs with fossil fuel vehicles, just debunked a study claiming that EVs needed to go 48,000 miles before emitting less CO2 than fossil fuel vehicles.

Renewables = 70% of New US Power Capacity in 2020, Solar = 43%

CleanTechnica

In the first three quarters of 2020, renewable energy — almost entirely solar and wind energy — accounted for 70% of new US power capacity, based on official utility-scale power plant data from FERC and small-scale solar power estimates from CleanTechnica.

Renewables = 20% of US Electricity Generation in First 3 Quarters of 2020

CleanTechnica

In the first 3 quarters of 2020, while renewable energy accounted for 70% of new power capacity in the country, it still accounted for just 20.4% of total electricity generation in those 9 months.

Tesla Model 3 Police Car vs. Dodge Charger Police Car — Nearly $7,000 In Savings In One Year

CleanTechnica

The police department for the town of Bargersville, Indiana, bought a Tesla Model 3 a bit more than a year ago for its fleet.

Wyoming Gets Its First Electric Bus

CleanTechnica

A couple weeks ago, the City of Jackson, Wyoming's START bus system got something new: an electric bus from Proterra. The system plans on getting at least 7 more of the vehicles.

Diesel Cheating May Involve Millions Of Pickup Trucks

CleanTechnica

Capping a 5 year investigation that was triggered by the Volkswagen diesel cheating scandal, the EPA has concluded that more than half a million medium and heavy duty pickup trucks in America powered by diesel engines have been modified by their owners, resulting in 570,000 tons of excess oxides of nitrogen and 5,000 tons of [&hellip.

3 Big Tesla Achievements in China — Clearly Plenty of Demand

CleanTechnica

Tesla is starting the week after the U.S. Thanksgiving holiday with several achievements in China.

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Dogger Bank, World’s Largest Offshore Wind Farm, Will Use 190 GE Haliade-X Turbines

CleanTechnica

General Electric Renewable Energy will supply 190 of its Haliade-X 13 MW wind turbines to the Dogger Bank Wind Farm in the North Sea. Offshore Wind Energy