Michael Grossman

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.

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.

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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.

Does COVID Have A Silver Lining For Climate?

Michael Grossman

"It takes two years to learn how to speak and sixty to learn how to keep quiet." --Ernest Hemmingway. As the COVID-19 crisis has played out, I've been watching with increasing unease how some in the climate action community are uncomfortably close to cheerleading for the pandemic because of the unintended consequences of reduced global carbon emissions. The repercussions of repeating this fallacy are only going to make the climb to actual carbon neutrality steeper.

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.

Audi Formula E Drivetrain Is 95% Efficient

CleanTechnica

Audi's new powertrain for Formula E puts out 383 hp but weighs just over 100 pounds. It is 95% effeicient

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The 5 Famous German Automakers’ Epic Battle To Survive

CleanTechnica

I have been known as a strong critic of the German auto industry for many years, but the reality is there is always light and shadows.

Electric Vehicle Adoption — About To Explode? Or Slow & Steady?

CleanTechnica

I wrote a version of this article below almost a year ago for another company in order to explain the EV market and its future potential. With some modification, I'm publishing it here too.

Volkswagen ID.4 — 250 Mile Range, $32,500 Price After Tax Credit

CleanTechnica

The Volkswagen ID.4 is about to be one of the most compelling, competitive, complete-package electric vehicles on the US market. Its estimated driving range on a full charge has been certified by the US Environmental Protection Agency (EPA).

Ford Mustang Mach-E — 230 to 300 Mile Range for $35,395, $39,500, or $42,300 (After Tax Credit)

CleanTechnica

The Ford Mustang Mach-E has received its official EPA driving range on a full charge.

Volkswagen Plans To Start ID.4 Production In Chattanooga, And ID.Buzz In Hanover In 2022

CleanTechnica

The Volkswagen ID.4 will start production in Chattanooga in 2022, the same year the ID. Buzz goes into production in Hannover. Cars Clean Transport Consumer Technology Electric Cars Electric Vehicles Chattanooga Hannover volkswagen Volkswagen ID Buzz Volkswagen ID.4

Australia’s New Tax On EVs Is Pretty Much A “Clean Air Tax” — That’s F ed Up

CleanTechnica

Australia is taxing consumers who refuse to burn fossil fuels, according to Renew Economy. First, it was the carbon price that was world-leading — then trashed to please those who think climate change is a hoax. Then there was the possibility of introducing.

Tesla Is Worth More Than Half A Trillion Dollars

CleanTechnica

Tesla is now worth more than half a trillion dollars on the stock market. Last year, Elon Musk predicted that self-driving Teslas would boost Tesla's market cap to $500 billion. Cars Clean Transport Consumer Technology Electric Cars Electric Vehicles Tesla Tesla market cap Tesla stock

Replacing A Coal Plant Takes An Infinite Number Of Wind Turbines

CleanTechnica

It’s amazing that anyone can consider replacing coal with wind energy when you look at how many wind turbines it takes to replace the things we get for free from coal.

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Joe Biden’s Climate Plan Can Extract USA From Fossil Fuel Use

CleanTechnica

Over the last 20 years, the U.S. oil and gas industry has expanded production astronomically, becoming the world’s largest producer of the fuels driving climate change. Agriculture Air Quality Climate Change Policy & Politics Policy Research Research co2 emissions Joe Biden US

Travis Air Force Base Partners With Tesla For Maintenance Tips — “Accelerate Change Or Lose”

CleanTechnica

Earlier this month, airmen who were assigned to the 60th Logistics Readiness Squadron from Travis Air Force Base partnered with Tesla in Berkeley to evaluate and improve existing vehicle maintenance procedures for installation.

Carbon Tracker Claims EV Revolution Will “End Oil Era.”

CleanTechnica

Carbon Tracker says electric vehicle policies in emerging nations could lower future demand for oil by 70%. Electric Vehicles Carbon Tracker electric car electric vehicles emerging economies ev revolution

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Hydrogen Power For Heavy Trucks In China And All The Ships At Sea

CleanTechnica

Hydrogen fuel cell systems may find a place in the transportation industry as a way to decarbonize heavy trucks and ocean going ships.