8/12/2019 We care report CII (1).docx
2/3
Q3. What can be done to increase market penetration of these
technologies?
Market research and positioning: Conduct extensive research and
list the companies that
are in your space, start-ups to large enterprises. Identify the
top 3- 5 companies that youd
consider your top competitors and position your company/product
against these
organizations. Create 1-3 crisp messages that showcase the value
of your product and how it
impacts people, planet and profitability.
Build brand leadership: Work with professionals and executives
to develop brand identity
that is unique and sustainable. Design external and internal
programs that will promote the
brand and build credibility. Leverage social media to engage
with your target audience, prospects and influencers. Define
guidelines to maintain brand integrity for employees,
partners and customers.
Be involved: Stay on top of developing trends, policies and
competitive announcements
using appropriate tools and timely news feeds. Look for
opportunities to get involved with
the community and become an influencer rather than a follower.
What does that mean? Lets
say your company is working on renewable energy technology, have
your
executive/executives get involved with groups and government
agencies that are creating or
updating policies, roadmaps and ecosystems. This also gives the
marketing team fodder to
create thought leadership campaigns.
Influence the influencers: Identify the influencers in your
industry and customize your
pitches accordingly, so it resonates with each individual vs.
generic pitches about why one
should buy your technology. For example, if a journalist focuses
on the high cost of solar
panels, talk to her about how your product is not just XX
percent cheaper than yourcompetitors but that it can be installed
XX times faster and can capture suns energy XX
times more efficiently (which is one of the biggest challenges
in the industry).
Educate the market: To underscore your product claim, identify
customers and partners
who use your technology and can speak to your companys strengths
and demonstrate the
impact of green innovation on society and peoples lives. Turn u
sers into ambassadors and
encourage them to share their experience at appropriate events,
write a blog or do a podcast.
Without real life examples, a company may not have the
credibility needed to impact the
http://www.examiner.com/topic/innovationhttp://www.examiner.com/topic/innovation
