by Michael Grossman | Apr 27, 2020 | Delivering Your Message, Marketing Strategy, Marketing Tactics
...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...
by Michael Grossman | Jan 11, 2020 | Branding, Delivering Your Message, Marketing Strategy
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...
by Michael Grossman | Oct 19, 2019 | Brand Stories, Cleantech, Green Marketing, Marketing Strategy, Startups
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...
by Michael Grossman | Oct 14, 2019 | Branding, Cleantech, Marketing Strategy
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...
by Michael Grossman | Jun 19, 2019 | Branding, Delivering Your Message, Marketing Strategy, Storytelling
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...
by Michael Grossman | Jun 1, 2019 | Marketing Strategy
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...
