On a mission to pave the way towards CleanTech solutions and facilitate the transition to a carbon-free economy, Orange Bird Sustainability Marketing Agency, is helping companies in this sector with the unique challenges they face. Here, we will explore the most common challenges and possible solutions.
Challenge: CleanTech Companies Are Too Different
Nowadays, markets are fragmented, and many niches are saturated. CleanTech and positive impact companies do not only need to wade their way to the right audience like any other company but have to work harder on brand awareness to compete with established brands successfully: their products are oftentimes conceptually too new for the target audience to quickly understand or trust their efficiency. Sometimes CleanTech products or services do not provide a pragmatic benefit right away or need some time to evolve for that purpose. In any case, the consumer needs to be socially responsible to start using them.
Solution
Like for other products, it is crucial to focus on the right audience. Quantitative and qualitative market research of various segments that can benefit from your product/service should help to zoom in on the segments for whom the product/service is most valuable. Walk in end-users’ shoes or together with representatives of this segment(s) work out a Customer Journey map to identify communication touchpoints and channels for raising brand awareness cost-effectively. All marketing communications stress the value for the users instead of the peculiarities of the product/service.
Challenge: Loyalty to Traditional Products
The target audience often does not even feel the need for alternative products. People and organizations are happy with the traditional products they have used for years or their whole life. So why should they change?
Solution:
People and organizations will switch to CleanTech products/services when they realize they are not only more sustainable but also more efficient and economical. To address this, we recommend the Solar Impulse Foundation’s 7 principles for solving climate change. These principles emphasize demonstrating that CleanTech solutions enhance comfort and mobility and are practical and economical for current and future generations. For example, solar energy is now more affordable than traditional fossil fuels, showing that modern CleanTech products are both ecological and economical.
Challenge: “Green Fatigue”
CleanTech solutions and positive impact companies often require a change in users’ behavior or even lifestyles. Their products are commonly perceived as “requiring extra effort,” which hinders their distribution.
Solution:
Luckily, modern marketing provides almost infinite possibilities for fine-tuned targeting. Thus, it is possible to target and reach audiences who are ready for change and, therefore, for your product/service. For example, in Google’s networks (both Search and Display), it is possible to finely target eco-minded consumers, and on LinkedIn, you can reach very specific audiences, such as Sustainability Managers, Environmental Specialists, and Advisors.
Challenge 4: Cost
Encumbered by the challenges above, CleanTech companies find it more difficult to finance their growth, especially since many years of research and engineering effort are needed to produce an effective CleanTech product.
Solution
We help our clients shortlist events to meet relevant investors and prepare clear and convincing materials (presentations, case studies, graphics, etc.) for successful communication with potential investors. For some clients, we have also run finely targeted campaigns to attract impact investors.
Orange Bird Agency helps CleanTech and positive impact companies succeed by amplifying their impact with professional marketing and design services.
