President David Gerzof Richard notes that Needham gymnast Aly Raisman’s Olympic debut will likely lead to “oodles of endorsements.” As team captain, Raisman will lead the US women in Tuesday’s team finals. To read the whole article click the photo above or click here.
Earlier this week, BIGfish President Dave Gerzof Richard spoke at the Clean Tech Open Northeast’s workshop, “The Market and Getting To It: Finding and Targeting Your Niche.” The event was held at the British Consulate’s offices in the Cambridge Innovation Center.
Dave spoke to workshop attendees about developing the strategic framework to bring cleantech companies, as well as their products and services, to market. Using three case studies –B2C, B2B2C and B2B – Dave highlighted the marketing strategy in one main slide:
|How You Sell||How You Tell|
|1. Cheaper||1. Cleaner|
|2. Better||2. Better|
|3. Cleaner||3. Cheaper|
Cleantech entrepreneurs must analyze their business models and company offerings based on the criteria of “Better, Cleaner, Cheaper” for two reasons:
- Venture capitalists. This group will certainly not invest money in cleantech that costs more than its value proposition is worth. Venture capitalists need to be pitched and persuaded with the strongest arguments and proof of a new cleantech product’s value. At the end of the day, their goal is to yield a high return on their investment. Investors should be kept in mind when developing the messages of “How You Sell.”
- Consumer behavior. Generally, people do not purchase more expensive products based on the product’s environmental benefits. While the “green” trend is growing, consumers still make buying decisions based on price first. The end user of the product needs to be kept in mind when developing the message of “How You Tell.”
Check out these “Cliffs Notes” examples from David’s presentation of how other companies have met the challenge of the “Better, Cleaner, Cheaper” strategy:
Cleaner: Method products remove the risks of bringing toxins into the home.
Better: While all ingredients that go into Method products are all-natural, they perform as well as or better than competitive, toxic products.
Cheaper: Method products are below or at the same price as other home cleaning products.
Cleaner: Controls the grid more efficiently, eliminating the need for additional power plants.
Better: Easier to use for both the utility and end user – no worries about hitting peak demands for the utilities, and saves money for consumers.
Cheaper: Keeps costs down for utility customers by optimizing time-of-use billing and saves money for the utilities.
Cheaper: GreatPoint Energy converts coal, which is inexpensive, into natural gas, which often comes at a much higher price.
Better: Instead of trucking coal to cities, GreatPoint gasifies it and pipelines it to cities, a much more efficient process.
Cleaner: Eliminates the need for burning coal on the outskirts of cities and hauling it in; GreatPoint’s natural gas is so clean, it can be burnt in a home kitchen.
President David Gerzof Richard was invited to CBS Boston to discuss email marketing. To watch the full video or read the whole article click the photo above or click here
Based in Cambridge, MA, GreatPoint Energy focuses on producing clean, low cost natural gas from a variety of materials such as coal, petroleum coke, and biomass using their bluegas process. Bluegas is one of the most energy efficient and cleanest technologies that’s inexpensive to produce.The goal of GreatPoint Energy is to establish, develop, and operate bluegas production facilities globally with the help of local partners. With over 20 years of research and experimenting GreatPoint Energy believes they can now successfully manage and provide this new technology globally.
GreatPoint Energy announced a $1.25 billion investment with Wanxiang Holdings. As the company’s marketing communications agency, BIGfish Communications carried the flag in raising awareness of the partnership agreement across national, regional, and business media outlets.GreatPoint Energy and BIGfish Communications have maintained a strong relationship for several years, beginning when the start-up company was quite small. Throughout the relationship, BIGfish has guided the development of a media relations strategy to bring the technology to market.When it was time for GreatPoint Energy to make an announcement about the $1.25 billion deal with Wanxiang it was BIGfish’s job to create and raise awareness of a secured project investment funding of $1.25 billion from Wanxiang to help construct and finance the first phase of a natural gas production facility. The facility will be placed in the Peoples Republic of China and will use the Bluegas technology GreatPoint Energy created. As a result, Wanxiang would maintain as a large shareholder of GreatPoint and be a part of the Board of Directors of the Company. The ultimate challenge for BIGfish was to announce the deal in major regional news outlets such as the Boston Glob and to secure media placements in additional news, technology, and energy-related outlets.
Through the efforts of BIGfish the story was successfully pitched to many news outlets including two major Boston outlets, the Boston Globe and WGBG. The Boston Globe featured the deal on the front page of the Globe’s prestigious newspapers. The BIGfish team carefully curated the development of the story with the article’s reporter, Erin Ailworth, and secured the story on the front page of the May 21 issue of the Boston Globe. Within thethe deal news was picked up from multiple news sources including being feature on the front page of The Boston Globe, Boston Innovation, along with a guest interview spot on PBS’ local affiliate, WGBH. The president and CFO of GreatPoint Energy, Daniel Goldman, was interviewed on Greater Boston May 30th 2012. The interview conducted asked Goldman details about the company and the goal. Through BIGfish’s efforts, the story was also picked up by Yahoo! Finance, Street Insider,and Reuters. Currently, we’re holding off on additional press coverage at this time, but continuing to work together for marketing efforts.This case was exceptionally successful and we are lookign forward to continued developments from GPE.
President of BIGfish, David Gerzof Richard, was asked to comment for the Boston Herald on the recents news of Kayak’s IPO. Richard commented stating that one major marketing challenge for Kayak’s success is Google along with more insight as well. To read more about the story and the IPO, click the link connecting to the photo or click here.
BIGfish Communications President, David Gerzof Richard, weighs in on luxury hotel brands replacing Bibles with Kindles. Richard believes, “It’s trendy right now, but the second a new Kindle comes out, someone will open up the drawer and see what they consider to be an outdated piece of technology. A print Bible could have been printed last week or 50 years ago. We’re still in a world that has a ton of books in it.” Click the photo to see the article in it’s entirety and weigh in on what you think.