The Greatest Challenges for Innovative Marketing

Posted by admin on April 8, 2009 under Uncategorized | Be the First to Comment

Reading a discussion on Linkedin about the greatest challenges associated with marketing sustainable technology, I to had think hard about the paradigm of what it means to market something innovative that is constantly evolving, yet could easily wind up behind the curve if the vision isn’t properly executed.

Renewable energy technology has come a long way and the sectors have become more diverse, dynamic and specialized than ever. In the last great fuel crisis in the 1970’s, the American public made a half-hearted effort to kick the nation’s dependence on oil by putting up a broad set of renewable energy initiatives. These initiatives didn’t last long, but I can personally speak to the fact that my grandparents, who are not especially tree-hugging individuals, have had solar thermal paneling on the roof of their old house throughout my lifetime. When then had them installed, there was a government subsidy that was making it very cheap for people to install water heating systems on their house using solar panel technology.

Fast forward a few decades through an economic boom and cheap (I mean cheap!) gasoline, the idea of renewable energy became a novelty and supporters and marketers of the “green” causes were viewed as fringe, special interest groups. The age of the Hummer and Suburban SUV’s came and went and here we find ourselves today at a revolutionary crossroads that haven’t been experienced in history yet.

One on the main complaints about solar and wind technology was that it wasn’t developed enough yet to be economically viable without major economic subsidies from the government. In Europe, especially in countries like Spain and Germany, subsidies allowed solar manufacturing and installing companies to flourish.

A line that was held by the Bush Administration was that renewable energy was a novel idea, but that major oil exploration must continue indefinitely into the future because the technology could supposedly never supply the USA’s demand for energy.

Knowing that we have the technology and we have the government backing and we also have an ideal socio-economic and political situation, then the market must be ripe for selling to right?

Well, the answer in my mind is “yes” and “no.”

Talk to someone who is worried about their job and is barely holding it together paying the rising mortgage interest rates. They’d probably love to have a cheaper utility payment on a month to month basis over the course of them living in their home. They’d probably also love to directly or indirectly support the environment so their children can grow up on a cleaner planet than they did.

But at what initial investment? The thought of putting up several thousand dollars, if not tens of thousands of dollars isn’t an idea that many Americans are excited about when their insecurities surrounding money are so great.

Stay the course, resist change until it’s forced. Wait until somebody makes me change. This is a natural tendency in many people’s minds.

So, where lies the market? Only the highest percentage of earners should have access to renewable energy? That concept alone is intrinsically flawed.

How do we educate and persuade investors and consumers into buying renewable energy and “green” technology while not charging them a premium for a not-yet fully developed technology?
With renewable energy technology, more is better. The wider spread it is, the more money spent on it, the more we get back and I’m not talking good-vibes either.

A New Wave of Start-Ups

Posted by admin on March 21, 2009 under Uncategorized | Be the First to Comment

A prediction and admittedly a hope of mine is that in the coming year or so, a large surge of start ups will begin popping up throughout the United States. This won’t be like the last economic boom where internet and all related industries exploded in growth. This time around I suspect that technology and implementation companies associated with sustainability will get a bit of money made available through the economic stimulus packages that will be passed.

Start up companies are a source of excitement. They’re fun to work for, they’re fun to invest in and they’re fun to watch grow as they compete of offer innovative products and services to the market, especially in times of such economic uncertainty as now. They’re a source of hope to rally behind when most other things in life we took for granted are not quite working under the circumstances of our recession.

Start ups also can be a source of anxiety. They’re fragile at first, more often than not, they’re cash strapped and rely heavily on a mixture of luck and countless sleepless nights put in by the founding owners and employees.

As a service provider and passionate supporter of innovation and start up culture, I look forward to the new wave of start ups. I look forward to riding that wave with a start up of my own, such as JRM Creative Services or possibly a more specialized service or product designed for a market niche.

No matter how soon this next wave of innovation and adventure starts, there are always brilliant minds waiting to unveil the next big thing. To them I say, “hang 10. Wave’s up!”

The Baby Boomer Money Bubble Busted

Posted by admin on March 11, 2009 under Uncategorized | Be the First to Comment

Five years ago when I was interning at the Executive Office of Elder Affairs on Beacon Hill in Boston, I was just starting to really open my eyes to the concepts of markets, demographics, society and how they relate to one another. The “Baby Boomers,” or those Americans born between 1943 and 1962, had quite a bit of buzz surrounding them. At the time, we were still in the early stages of the Iraq War, people weren’t sure if the economy was doing well or not yet and the concept that Social Security was not going to be around much longer was starting to settle in. Everyone spoke about the largest transfer of wealth occurring when Baby Boomer’s start to retire, pass away and relinquish their remaining capital to younger generations.

Here we are, 2009 and we’re not sure if we’re heading into the next Great Depression or gearing up for the largest economic renaissance that the country has ever seen. Depending on which way the pendulum swings, my generation and those that come after Generation Y, are going to have a hard time re-defining markets and how or if they’ll even spend their money on consumer goods and services.

It’s a foggy horizon trying to picture the economic future of the United States of America. At one point I personally though, with great excitement, that the Baby Boomer cash bubble would ride right into the future with the following generations and that capital would continue to be generated based off of new generations’ innovation and access to capital. But it seems that the credit crisis, housing crisis and general economic malaise resulting from the long un-balances economic growth will force current and future generations to stay sharp on our feel as we continue to move forward and grown under a new paradigm.

The New, Creative and Green Economy

Posted by admin on February 18, 2009 under Uncategorized | Be the First to Comment

Nearly a trillion dollars will be spent under the watchful eye of jubilant politicians on Capitol Hill. Jobs should definitely come high on the priority list of things to create with all of this money. In addition to jobs, people will need to be put in homes and kept there without worrying about their interest rates sky rocketing along with all of their other expenses.

Is the new “Green” economy on its way? It could help our economy on almost every front. New sources of energy will need to be developed and production centers for those energy sources will need to be built. Those creative individuals, such as myself who look to market these new and exciting products and concepts to consumers will also hopefully get a shot in the arm that will allow us to create positive associations in people’s minds that will correlate sustainability with good, clean, healthy, cost effective products.

The world keeps spinning and hopefully our economy will keep growing. Will things change a lot? Absolutely. But people like myself bank on change and the ability to differentiate ourselves from the pack of those who cannot or will not adapt.

Bring on the new challenges. Creative and technical minds alike will rise to the occasion this time around. Reality is facing us as a nation and we must stand tall and look back at it, square in the eye.

The Rise of Carbon Neutral Cities

Posted by admin on February 13, 2009 under Uncategorized | Be the First to Comment

Hi All!

Hope everyone is doing well leading into this Valentines Day weekend!

I wanted to give you all my own type of valentine… well it’s more of a column that I co-wrote with my friend and colleague, Seth Itzkan.

The planet keeps getting dirtier and hotter and more violent. What do you want your future to look like? Where do you want to live? Well, let me be first to reserve my spot at a carbon neutral retirement community like the ones we wrote about in here!

Please feel free to leave a comment on the article and any ideas it may bring about for your own town or visions of a more sustainable future.

Cheers!

JRM

/files/u3/VP_2-1-09_CarbonFreeCities.pdf

Co-Working for the Masses, in Central Massachusetts!

Posted by admin on January 27, 2009 under Uncategorized | Be the First to Comment

Calling all Central Massachusetts residents; I am currently working to develop an available co-working space with some business partners who want to bring together Central Massachusetts’ freelance community to one place where they can work in a collaborative and professional atmosphere, without the overhead of their own office!

I’d like to get some word of mouth marketing going for this particular business idea. I’d like to know if anyone reading this:

A) Has started a co-working space

B) Has worked in a co-working space

C) Knows people who are looking for a co-working space. (doesn’t matter if they’re in Central Massachusetts or not)

Co-working is a new and exciting topic that seems to be a common sense approach to an ecomonic issue that many people are facing. Can’t afford your own space, want to socialize with others in your field? Let me know! I’d love to get to know more about you.

JRM Creative Services is Up and Running!

Posted by admin on January 19, 2009 under Uncategorized | Be the First to Comment

So happy I am able to start this blog and begin to communicate with clients, potential clients, colleagues and friends.

I want to say ‘thank you’ to everyone who has helped me along the way to getting JRM Creative started and also for bearing with me on the long-awaited start-up.

I swear, I’ll hire someone to do my website for me next time! Until then, please excuse the appearance of this web space for the time being as I will be adding themes, relevant information and the most informative and entertaining blog posts that I can possibly come up with.

Remember, if you’re looking to get creative, JRM gets creative copy!