All decision making is emotional.
As marketers, we know that to get someone to act, you must inspire a feeling.
Even for B2B marketing.
And yet, so often we see marketing, particularly in the energy category, that is hyper-rational, fact-focused, and often loaded down with product or program details.
Does 0% financing inspire a feeling in you?
We didn't think so.
And yesterday, we co-presented on this topic with our partner from National Grid at AESPs Brown Bag webinar "Learn How Hyper-Targeting Drives Business Results". We specifically presented on a test we did in Brooklyn and Staten Island, the lessons we learned, and how we are deploying those insights into a new demonstration project in MA: demand response.
This week we had the privilege of meeting with a couple of great companies to talk about the future of energy.
(This image is from @gapingvoid. We love Hugh.)
Communities are the very foundation of a society.
Interesting to think about, right?
Communities are the places we live, work and play. The places we shop for groceries. The schools our children go to. And within those communities are micro-communities. Networks of people. People who all share the same favorite lunch spot. Who all use the same dentist. Networks of new moms. Of retirees. And, over the past decade, networks of folks with ever more niche tastes.
A couple of weeks ago we had the chance to present at the AESP Digital Conference on customer engagement.
It was a great day with some awesome presentations and presenters.
On a daily basis, consumers are giving you insight into exactly what is going on in their lives. They’re telling you what they need, what they’re interested in, and the information they’re seeking to make a potentially bigger decision or investment down the road.
But are you listening? And better yet, are you responding?
With the conventions halfway over, shall we talk politics?
(Just kidding, that sounds awful. We know you get enough of that on your Facebook newsfeed.)
But in seriousness, this year marks an election that is largely based on the voters of the Rising American Electorate – the new American majority of voting-eligible citizens. They will make up a majority of voters for the first time this year.
Who makes up this R.A.E?
- Unmarried women
- Latinos, African Americans, Asian Americans