Discover more from Tofu
Climate Media Coverage is Expanding - Where Does your Brand Fit In?; The Conscious Consumer is Dead - Long Live Fun B2B Superbowl Ads; How to Create a PR Strategy in 2023 & Tofu Community Updates
Climate Media Coverage is Expanding - Where Does your Brand Fit In?
Climate change, arguably the most important global issue of our time, is finally starting to get the dedicated media attention it deserves.
In Media Matter’s annual report, the non-profit media analysis organization found that time spent discussing climate change on the major broadcast TV networks tripled from the previous year.
In the past year, we’ve seen the number of climate-beat journalists soar. Thoughtful newsletters and podcasts have sprung up around the world. In short, the news media seems primed and ready to tackle climate change solutions like never before. But how do you get your brand included in the coverage?
We’ve compiled a few thought-starters [Read more].
Climate tech marketing commentary [paid]
The Conscious Consumer is Dead - Long Live Fun B2B Superbowl Ads
Climate Tech Observations on the Superbowl Ads
What we’re reading
How to Create a PR Strategy in 2023
A well-planned PR strategy can be one of the fastest ways to grow brand recognition. Rather than publishing content and crossing your fingers, you have an action plan to help you reach specific goals. With good PR, you can influence buying behaviors and consumer sentiment, cut through the noise, and position your brand in the right light.
TJ Kiely, Director of Corporate Marketing & Global Content at Meltwater, has put together a short guide to get started on your PR strategy. He also covers a few ways to measure outcomes and learn how they are supporting your brand.
PR doesn’t always happen automatically. Yes, people are likely talking about your brand and products. And yes, there’s a chance that news media outlets might cover what your company is doing without you pitching them. But when you create public relations strategies, you become the driver of the conversation, not just a passive participant. PR strategies serve as a blueprint to what and how you want to share your company with...[Read more]
From the archives [paid]
Know Thy Climate Tech Buyer's Journey
Growth marketing only works if your content is aligned with what your buyer is looking for
70% of B2B buyers research their problems and potential solutions online before they ever speak to a salesperson. What does this mean for marketing? The concept of the buyer journey – the path a buyer takes from the moment they become aware of a problem to the point where they decide to purchase a new product or service to solve that problem – is key for driving growth through marketing. [Read more]
From the community
👋 Welcome new Tofus!
Thank you to everyone who’s subscribed, joined the Tofu Slack community, and shared this newsletter with their climate tech marketing friends!
Here’s a snapshot of some of our newest members - head over to #introductions on Slack, where you can say hi and learn more about them.
Jarett Engdahl: “Hey y’all, I’m Jarett (he/him). I’m working with a DoE-funded startup accelerator Embryia. Here to learn, network with others, and advise if requested. I am a technical leader of early and mid-stage companies. Primarily focused on enablement through lean product development. I’m looking to meet people who are working in communications and marketing teams at startups.”
Jen MacDuff: “Hi, Tofu! I’m the Founder & Principal of a Regenerative Design Consultancy/Think Tank that generates novel Nature-based Solutions (NbS) at the intersections of Culture. Focused on building Strategy & Intelligence for Regenerative Economics. Looking to share insights and engage with other professionals to explore #regenerativefutures.”
Adam Powers: “Howdy Tofu Dreamers and Changemakers! I live in the Washington, DC metro region (born and raised in N-Texas). By day, I'm a marketer expanding access to clean, renewable power at CleanChoice Energy. By night, I write weather updates in prose and poetry for the DC area for Currently, a new climate-focused weather provider highlighting justice and joy.”
Mitch Ratcliffe: “Hi, I’m the CEO at Earth911.com. We help consumers find and use local recycling, reuse, and composting options, including working with brands to help them provide consistent and engaging recycling guidance. We’ve been around for 32 years, but now is the time we are built for. If you offer local services, let’s talk!”
Joanna Chan: “Hi, everyone! I'm Joanna, and I'm currently based in London! My background is varied, but I have been supporting startups and helping them scale in the last few years. I am currently leading the Subak Accelerator, where we fund and scale climate not-for-profit startups. Excited to interact and meet everyone as well.”
Keith Anderson: “Hi, everyone! I've spent nearly 20 years in strategy consulting and SaaS oriented to retail and CPG companies, most recently in e-commerce and online grocery. For five years, I've also been increasingly focused on climate. Now, I'm in the process of standing up Decarbonizing Commerce, offering content and connections at the intersection of retailers, brands, technology, and capital and how they're investing and innovating to decarbonize!”
Mike Ducker: “I have been supporting entrepreneurs for 17 years in various programs and am now focused on building the Maryland Climate Tech Ecosystem and supporting startups through MEIA. If you are a Maryland Climate tech startup or an experienced executive that wants to help startups, let me know.”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
🧚♀️ Katharine is looking for co-authors to create a children's book or series about making building electrification exciting.
🖥 Katherine asked if anyone had pitch deck templates they like for Google Slides. Jamie shared slide templates she loved from SlideCarnival.
🎬 Liz shared a special offer for folks at Tofu for climate tech-focused video needs.
🧑🏻🎨 Marc invited designers at Tofu to the virtual Climate Designers Jam Session on February 16 (today).
🌁 Katharine invited folks to the ESG Happy Hour at Bain’s office today, February 16, in San Francisco. It would be helpful for people working in ESG and relevant startups looking to raise funds.
🇮🇳 Rhythm asked if anyone was attending the Avaana Capital mixer on February 16 (today) in Delhi NCR.
🇺🇸 Katharine shared an invite to the E-Discuss event for Bay Area folks on February 21 that brings together climate policy gurus to talk about climate finance, pushing politicians to deliver better and equitable distribution of climate funds.
🎪 Michael is hosting Terra.do’s first official Bay Area meetup on February 22. The event is open to anyone interested in working in climate.
🤝 Elena invited Tofus to the ‘Climate Career Support Group’ to facilitate networking and resource sharing for professionals looking to start or grow a climate career. The virtual event is on February 28.
⚡️Bettina asked if fellow Tofus were going to the AESP Annual Conference in another two weeks.
🇬🇧 Neelambaree shared an invite for Oxford Climate Alumni meet in London on March 16.
👯♀️ Dylan from The Mobility House is putting together an electric mobility meetup at SXSW this year and will share details soon.
💻 Dylan is looking for a digital marketer to work with him at The Mobility House.
📲 Mohammed from ClimateX posted a requirement for Digital Marketing Specialist at their London office.
⚡️Ted is looking for a senior marketing leader for Voltserver, a company in energy tech.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing every day? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 400 climate tech marketing experts? Get in touch with Bettina to chat more.
Thank you to our supporters!
Thank you to all of you who have subscribed to support this community - it means a lot!
Mel & Bettina