Forging Successful Partnerships in Climate Tech Marketing; Direct Response Versus Awareness Advertising: Which Way Should You Go? & Tofu Community Updates
Forging Successful Partnerships in Climate Tech Marketing; Direct Response Versus Awareness Advertising: Which Way Should You Go? & Tofu Community Updates
Forging Successful Partnerships in Climate Tech Marketing
Another look at our webinar from last year to remind us of a critical strategy for climate tech marketers
By Melanie Adamson
The world of climate tech marketing is evolving rapidly, with partnership marketing emerging as a key strategy for growth and impact.
Maybe it’s cyclical; however, we see the need for packaging technologies and the role that partner marketing plays in how we engage with customers. In this article, we’ll highlight what we learned from a webinar Alder held last year on partnership marketing in climate tech, featuring industry leaders Gilbert Campbell, Elaine Hseish, and Keally DeWitt, who offered valuable insights into how companies in this space can cultivate effective partnerships. [Read More]
What we’re reading
Direct Response Versus Awareness Advertising: Which Way Should You Go?
Direct advertisers will blurt out, "If it doesn't sell, it isn't creative." To which awareness marketers hurl back, "If it isn't creative, it won't sell." Instead, the reason is simply that making the link between marketing and revenue isn’t easy. Steve Cuno, a contributor at Marketing Profs, differentiates between awareness advertising and direct response and emphasizes the importance of utilizing both by considering the objectives behind our advertising.[Read more]
The strategic thinking and skill set behind an awareness campaign are entirely different from those behind a response campaign. Awareness advertising needs to break through clutter, command attention and implant itself in as many memories as possible. Direct response advertising must also break through clutter, but its goal is not so much to be remembered as to be acted upon without delay.
Indeed, objectives are a good thing to establish long before you mull creative approaches. Objectives are also the standard by which you should evaluate proposed concepts and measure a campaign's success. If awareness, recognition and public favor are essential parts of your marketing plan, consider awareness advertising. If your goals include quantifiable leads, inquiries, sales or dialog with customers and prospects, you should take a look at direct response.[Read more]
Our top 3, most-read practice guides on Tofu [paid]
Change Your Outlook To Change Your Outcome, How To Turn Newsletters Into Powerful Lead Nurturing Tools & Preventing The Greenwashing Trap
We sifted through our Tofu archive (which is 100+ pieces strong now!) and pulled out the articles that you - our members - have found most useful so far. Happy reading!
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.
Vanessa: “I'm based in Bordeaux France. My superpowers are 20+ years of experience in marketing/comms, helping businesses to scale. When I lived in San Francisco, I was lucky enough to work with three amazing filmmakers: Yann Arthus-Bertrand, Flore Vasseur, and Emmanuel Cappellin.”
Caisey: “I’m a Senior Associate Consultant at a boutique firm focused on strat .comms & collaborative stakeholder engagement in various environmental sectors. I've been working with federal agencies like NOAA, BOEM, EPA, and other agencies within DOI for the past three years and looking for something new.”
Carmella: “I'm a tech marketer in the midst of transitioning my career into climate. I would love to swap knowledge and brainstorm about all things demand gen, marketing ops, and how to grow a business that has a real positive impact on our climate future. NOTE: I can get particularly nerdy about agtech, if provoked.
Emlyn: “I started Cookies and Robots to write about food waste, climate tech innovations, and the circular economy. My dream job is bringing climate innovations, products, and processes—the beating heart of any climate economy—to the stage. My hobbies are tennis, making music, cooking, hiking, traveling, and Britcoms.”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
#general
🥸 Jennifer sought thoughts about greenwashing by Coke in its latest ad on packaging changes in Europe.
🔋 Katharine shared insights on the US power sector in 2023 from the latest report by the Rhodium Group.
🎙Ronni is looking for professionals in the UK and Berlin to showcase on their podcast 'The World is Storytelling'. You can reach out to him here.
#ai
💮 Nicole highlighted key IP protection considerations with custom GPTs. Birgitte and Brandon discussed the latest developments on IP and privacy.
🤖 Brandon shared the results of an AI research project for ‘The Change Climate Project’ where he used ChatGPT 4 to analyze 450 PDF pages of public comments on the Federal Trade Commission’s ‘Green Guides.’
👩🏾💼Birgitte shared her guest post on the impacts of generative AI on human society and all the lawsuits going on right now.
#events
🤝 Bettina invited Tofus to join her at a climate tech co-working session at Port Labs in Oakland, Bay Area/California, on Wednesday, Jan 30.
🎪 Angelina is looking for mid-size climate tech conferences and events to add to her 2024 calendar. Katharine and Bettina shared some suggestions.
#jobs
💡 Antora Energy is hiring for a Marketing Manager. Bettina would be happy to refer any interested Tofus.
⚡️ Dana is looking for talented marketers at EnergyHub. You can reach out to her with a note about yourself and your resume.
📌 Elisabeth curates a newsletter that handpicks freelance opportunities from numerous job boards in the climate and social impact space. Connect with her here.
Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing daily? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 1000+ climate tech marketing experts? Get in touch with Bettina to chat more.
Thank you to our supporters!
Thank you to all who have subscribed to support this community – it means a lot!
With love,
Mel & Bettina
Hi Tofu team, I just came across your Substack and this is great! Is there any chance you have an article talking about / plans in the future to talk about how to grow a climate-focused Substack newsletter further? Thank you so much for your work!
- Polo