Complex doesn't have to be confusing
Here’s a little insight into a classic marketing technique. This happened on a recent train ride to Santa Monica. I witnessed first-hand the power of consistency in marketing by a candy and snack vendor.
The hour-long train ride was disrupted by a strikingly tall black woman in jeans and a yellow and black t-shirt. She slowly made her way up the main aisle announcing in a confident voice,
Continue reading “Keep Showing Up: the Power of Consistency in Marketing”
I’m from Ohio. In Ohio, we don’t have as many jobs as we used to.
It’s a Rustbelt thing.
We who are innovation-inclined spend a lot of hours, well, innovating. It’s nice to get out to a cleantech event.
We read up on the latest renewable energy news; we follow the thought leaders on Twitter.
In my case, I write content to propel the cleantech market forward. In the cases of many of the people I have the privilege of meeting, they create the actual technology or the companies that do.
Continue reading “Sunshine and Moonshine: Solar Energy in Pasadena”
What’s inbound marketing?
When we think marketing, most of us think advertising. A fit, sweaty athlete in a fresh pair of Nikes, gazing into the evening glow with a look of determination.
“I’m gonna finish this run–like a champion.”
Their demeanor plus the catchy tagline across their toned thigh sell us the feeling of fitness paired with a shoe brand. Although it works, it used to work better.
Continue reading “Inbound Marketing vs. Outbound for Cause-Driven Industry”
Cause marketing – for renewable energy, nonprofits and B corporations – is a unique challenge.
“Greater-good marketing” or “big-picture marketing” is how I think of it.
It’s always fun to gauge the reactions I get from the phrase, “I’m a marketing writer.”
It gets such varied responses. Sometimes it’s met with a respectful nod or an “Oh, cool!”
Sometimes I get a wry smile or, once in a while, a look of disdain.
I used to see marketing as the stuff snake oil and used car salesmen were bred from. Grown, rather than born, and pulled from the black slime. Unearthed in the land of “Stuff Nobody Needs.” But here’s the thing…
Continue reading “Clean Energy, B Corps and Nonprofits – The Good Kind of Marketing”