Category "notizie dai blog"

Avventurette in auto elettrica: Lugano-Spotorno-Lugano per Scienzafantastica.it, ma non in Tesla
notizie dai blog
4

Avventurette in auto elettrica: Lugano-Spotorno-Lugano per Scienzafantastica.it, ma non in Tesla

Tess, l’auto elettrica che la Dama del Maniero ed io usiamo solitamente per i viaggi lunghi, è KO in attesa che arrivi il parabrezza nuovo che rimpiazzi quello danneggiato dalla grandine. Probabilmente il ricambio non arriverà in tempo per il prossimo viaggio che dobbiamo fare, che è da Lugano a Spotorno per partecipare a Scienza fantastica il 4 agosto con una conferenza pubblica sulla protezione planetaria (protezione della Terra dalle eventuali contaminazioni aliene e degli altri pianeti dalla contaminazione biologica terrestre).

Andare in treno in questa stagione caldissima e affollatissima rischia di essere una bolgia, fra coincidenze e cambi, e non abbiamo più l’agilità e la resistenza di un tempo. E così stiamo esplorando l’idea di andare comunque a Spotorno in auto elettrica, ma noleggiandone una. 

Sarebbe la prima avventuretta in auto elettrica per la quale non avremmo tutti i privilegi e le comodità di Tesla, prima fra tutte l’incredibile facilità d’uso della sua rete di ricarica (attacchi l’auto e via, senza tribolare con app e tessere), e sarebbe una buona occasione per provare come vive chi ha un’auto elettrica di una marca che non ha una propria rete di ricarica e quindi deve fare destreggiarsi con i vari gestori delle colonnine.

Noto con piacere che sul sito svizzero di Europcar la differenza di prezzo fra auto elettriche e auto termiche è minima, e la corrente ci costa molto meno che la benzina equivalente (e non è neanche necessario restituire l’auto carica), per cui stiamo pensando di noleggiare una VW ID.3 da 58 kWh per due giorni (circa 315 CHF).

EV-database dice che quest’auto ha un’autonomia autostradale reale di circa 325 km, e da Lugano a Spotorno (deviando sulla A26 per evitare il grande traffico) sono circa 290 km, per cui con una guida ragionevolmente morbida dovremmo riuscire a fare il viaggio senza doverci fermare a caricare; all’arrivo, l’albergo dovrebbe avere una presa di ricarica (gli organizzatori di Scienza Fantastica stanno verificando la disponibilità).

In ogni caso, lungo la strada c’è una colonnina veloce Free to X direttamente in autostrada, all’autogrill Stura Ovest (dopo 220 km), per cui potremmo fermarci lì comunque per una pausa e per provare come funzionano le ricariche rapide non-Tesla su un’auto non-Tesla (in tutti questi anni di guida elettrica ne ho fatte pochissime). Possiamo anche usare la rete Tesla, visto che ho l’app Tesla e alcune stazioni sono abilitate anche alle auto di altre marche (per esempio Vado Ligure, a 280 km dal Maniero); questo avrebbe il vantaggio non trascurabile di non costare nulla grazie ai referral. La mappa delle colonnine Tesla è consultabile qui.

Per il ritorno, c’è per esempio una stazione Free to X sull’autostrada (sempre la A26), a Occimiano (Autogrill Monferrato Est), dopo 130 km di viaggio, oppure il Supercharger Tesla a Vicolungo, dopo 177 km, che è abilitato anche alle auto non-Tesla.

Ho la tessera Enel X e la tessera ChargeMap, per cui dovrei poter caricare senza troppi problemi, sempre che la stazione di ricarica abbia una colonnina libera quando ci arriviamo. Staremo a vedere.

Scritto da Paolo Attivissimo per il blog Il Disinformatico. Ripubblicabile liberamente se viene inclusa questa dicitura (dettagli). Sono ben accette le donazioni Paypal.
28 Luglio 2023
notizie dai blog
4

The Showmanship of B2B Marketing: Top 3 Lessons from the Festival Stage

I was 22, a year out of college, and finding my footing as a marketing writer. My whole career – my whole life! – lay before me.

And then (according to my parents) I ran away to join the circus. In reality, I joined a performance troupe at the local Renaissance Festival. I didn’t even get to leave town.

Within a year I met a guy, fell in love, and we started a fire show (that old cliche). Together with seven of our closest friends, we spent the next two decades perfecting the art of marketing. Oh, and fire dancing. But, to be honest, without the marketing skills, our technical skills alone wouldn’t earn us bookings.

Yes, my friend! Entertainers – especially scrappy street festival performers – live and breathe marketing!

Join me on the stage and I’ll explain.

B2B Marketing and Entertainment: More Alike Than You Might Think

Fun fact: Every last content marketing writer at TopRank Marketing also works in entertainment. From podcasting to performing music, pun-slinging to pyro, we each have one foot in B2B marketing and the other foot on the stage.

The B2B marketing and entertainment worlds overlap in more ways than one might imagine. It’s true that creativity is a big part of this overlap. After all, we have written time and time again about the vital role creativity plays in effective B2B marketing. The folks at LinkedIn* have even conducted extensive research proving its value.

But it’s more than that. Marrying the art of entertainment with the science of B2B marketing unlocks a powerful degree of insight that drives truly impactful marketing.

So, without further ado, I will share the top three ways that working as an entertainer made me a better B2B marketer.

1. Demand generation fills the seats

Hawking is the age-old art of hollering to a crowd that you have something amazing to offer them (in exchange for their money). When you’re performing at a festival, it’s also how you attract an audience to your show.

Nothing teaches you the art of generating demand more than competing with the sights, sounds, and smells of an enormous event to draw an audience. It’s essentially demand generation boot camp.

Through this boot camp, I learned to apply several key B2B marketing techniques:

  • Influencer marketing: Targeting the influencer of a group is a lot more powerful than trying to snag every passing individual. If you land the influencer, they’ll bring their friends along – and nothing attracts a crowd like a crowd!
  • Personalization: What inspires a family with young children to attend a fire show is going to be a lot different than what draws a group of 20-somethings. You need an arsenal of personalized quips to get a diverse audience in the seats.
  • A/B testing: Imagine seeing the face of every viewer who DIDN’T click on your ad. Welcome to hawking! However, this immediate feedback enables you to engage in real-time A/B testing. Change a word here, a gesture there, and see what makes the audience take a seat. You’d be surprised what actually works.

“Nothing teaches you the art of generating demand more than competing with the sights, sounds, and smells of an enormous event to draw an audience. It’s essentially demand generation boot camp.” — Theresa Meis of @TopRank Marketing
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2. Great content marketing creates an experience that drives conversions

When working at a festival, we earn most of our income through what is known as “passing the hat.” In B2B marketing terms, how this works is we deliver content (the show) for free and hope that it drives conversions (tips) by the end.

Yes, the show is the content. What we’re selling isn’t the show itself. What we’re selling is the experience.

In his book, The Experience Maker, Dan Gingiss touches on this concept with his methodology for identifying and creating remarkable customer experiences: Your content must create experiences that are witty, immersive, shareable, and extraordinary.

I learned from my time on the stage that you can have the most technically accurate content in the world, but if your audience doesn’t feel connected to what you’re offering, they’ll move on to the next show.

When we stopped pursuing technical perfection and instead focused on playing with the audience, our hat pass skyrocketed.

“I learned from my time on the stage that you can have the most technically accurate content in the world, but if your audience doesn’t feel connected to what you’re offering, they’ll move on to the next show.” — Theresa Meis of @TopRank
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3. Everything is storytelling, and storytelling is everything

Storytelling is fundamental to human connection because it helps us understand and relate to each other better.  Our brains are wired to remember and connect with narratives, making storytelling a powerful way to communicate and build relationships.

As our show grew, we started purposefully storytelling through our choreography. It completely changed the experience our audience was having. They went from passively watching people do stunts to feeling the joy, sorrow, hope, and passion we were reflecting back to them from the stage.

When your B2B brand taps into storytelling, you tap into your customer’s emotions. A study by Google in partnership with Motista and CEB found that 50% of B2B buyers are more likely to buy if they can connect emotionally with your brand. It’s not only a powerful driver of B2B success – it’s an incredibly powerful way to build a brand community.

“Storytelling is fundamental to human connection because it helps us understand and relate to each other better. When your B2B brand taps into storytelling, you tap into your customer’s emotions.” — Theresa Meis of @TopRank Marketing
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Embrace Your Inner Entertainer

B2B marketing is in the midst of a creative revolution. More brands are employing what had traditionally been B2C marketing tactics and seeing incredible results.

Even if you’ve never set foot on an actual stage, as a B2B marketer, I’d argue that you’re already working in the field of entertainment. Embrace this mindset and see where creative campaigns can take your brand!

*LinkedIn is a TopRank Marketing client.

The post The Showmanship of B2B Marketing: Top 3 Lessons from the Festival Stage appeared first on B2B Marketing Blog – TopRank®.

28 Luglio 2023
notizie dai blog
2

Recensione OPPO Pad 2: una vera alternativa a iPad, ma con Android

Con i suoi 256GB di storage integrato e la piattaforma hardware di fascia alta, OPPO Pad 2 si candida come alternativa a metà strada fra l’iPad di base e iPad Pro, ma con sistema operativo Android. In queste settimane viene proposto con un bundle molto interessante che lo rende pronto per ogni incarico base di produttività, che include una cover tastiera di ottima fattura e la OPPO Pencil
28 Luglio 2023