Adaptability is King

Posted by Cavan Chasan on May 19, 2017 at 9:30 AM

This week we want to talk about adaptability… 

and TV.

What it means to “watch TV” has changed a lot over the last few years.

TV is everywhere now. 

From the flat screen in the living room to your cell phone on the go.

People don’t just sit on the couch anymore. They watch TV on their computers in bed, on their tablet at the gym and on their phones on the train.

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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

New Video: On Measuring Brand Marketing & Mass Save

Posted by Ashley Nicholls on May 12, 2017 at 9:30 AM
A few weeks ago we spoke about one of our clients, National Grid, winning big at the ENERGY STAR Awards.
 
This week we want to take the opportunity to talk about another one of our clients and the awesome success they've been experiencing.
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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

Short and Sweet

Posted by Ashley Nicholls on May 5, 2017 at 10:20 AM

At AESP this week, my colleague Tucker Wright and I presented on innovation, advanced targeting for C&I customers, and inspiration. We showed work that pushed the envelope for the energy industry, and world-class brands that had redefined their category.

We had great conversations with people who see the changes coming and are inspired to act, and act now.

We made a few people uncomfortable.

But you know what comment we heard, again and again? 

“That’s great, but not for this industry.” 

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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

Pepsi, hold my beer, Heineken just did it right.

Posted by Noelle Palumbo on April 28, 2017 at 12:30 PM
A few weeks ago we wrote about the now infamous Pepsi ad debacle and the lessons marketers could learn from it.  
 

This week Heineken showed everyone how it’s done with their ‘Worlds Apart” ad.

Some people are calling it the antidote to Pepsi’s mistake.

Describing it just wouldn’t do this ad justice.

If you haven’t seen it, it’s certainly worth the watch.

There were no celebrities.

No dancers in the streets.

It had nothing to do with big budgets or stellar production value.

All it dealt with was reality. 

Real people with real differences.

And that’s something that can connect with the masses.

They weren’t trying to end the resistance by handing out a few Heinekens.

They were just trying to start conversations.

And they succeeded.

 
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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

The ENERGY STAR Awards, National Grid and Creative Testing

Posted by Noelle Palumbo on April 28, 2017 at 9:30 AM

This week we traveled to Washington, D.C. for the ENERGY STAR Awards to see our work honored and celebrate some big wins for a couple of clients.

Haven’t seen the KSV POV video that was shown during the awards?  Check it out here.

But today we want to talk about wins.  Big wins.

Our partner National Grid won big at the ENERGY STAR Awards for their “Life on the grid” campaign.

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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

Earth Day Everyday

Posted by Noelle Palumbo on April 22, 2017 at 10:30 AM

Happy Earth Day!

A day to appreciate this big beautiful planet we all live on. 

It’s when a lot of people and companies (check out these four videos from Apple) show their commitment to keeping this Earth intact.

Which is fabulous.

The only thing is that in order to leave a lasting legacy for our children we should be doing that all the time.

So let’s start living like every day is is Earth Day.

And in the future when Earth Day rolls around we’ll have something truly spectacular to celebrate.

Cheers, Earth!


 
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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

When Targeting Isn’t Enough: Marketing Energy Efficiency to Commercial Customers

Posted by Tucker Wright on April 21, 2017 at 10:00 AM
 
Tucker Wright is a Strategic Lead at KSV. His areas of expertise include brand strategy, digital strategy, and b2b marketing.
 
 
 
 
 
Full disclosure: On May 4 th I’m giving a talk at AESP’s Spring Conference titled, “Hyper-Targeting, Native Advertising & the C&I Customer” so writing about why targeting isn’t enough when marketing energy efficiency to businesses seemed poorly timed. But the reality is, it’s true.  
 

Why? While hyper-targeting is incredibly important, it’s also completely useless if you’re reaching the right person with the wrong message.

And in our experience, that’s often what’s happening with most energy providers’ B2B marketing.

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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

KSV Voices of Industry: A Solar Developer Reflects on the "Solarcoaster"

Posted by Ashley Nicholls on April 14, 2017 at 9:30 AM
Duane Peterson is no ordinary solar outfit.
 
The former Ben and Jerry's "Chief of Stuff" has an eclectic professional past that has culminated (for now) in clean energy. We sat down to talk about inspiration, what he wishes utilities and state energy agencies knew, branding, Thomas Edison, and yes, ice cream.
 
For those that don't know, SunCommon, a certified B Corp, is a solar company located in Waterbury Vermont, and recently expanded into the New York State market. You can read more about SunCommon's culture, accolades, and approach here.
 
@ashKSV: Duane, thank you so much for taking the time to talk with us. Let's start with inspiration. Where did the inspiration for SunCommon come from?
 
@DuanePeterson: Well, my friend and co-founder, James Moore, and I had a conversation and we said, "Why is it that the adoption of clean energy is pathetically slow?" And then we imagined a better way. SunCommon exists to help people join the clean energy revolution; it's a market solution to climate change. 
 
When he first began, Peterson admits, he knew nothing about solar. But he was an expert communicator, a great storyteller (he still is), and he saw a problem. 
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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

Lessons from world class brands: On Pepsi, Protest Advertising and Kendall Jenner

Posted by Ashley Nicholls on April 7, 2017 at 9:30 AM
Next month, at the AESP Spring Conference on marketing, KSV was asked to speak on world class brands, and what energy companies can learn from them.
 
And there is a lot to explore on this topic.
 
But this week a big (BIG) world class brand made a big mistake.
 
Have you watched the now (in)famous Pepsi ad with Kendall Jenner?
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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

On the CPP, A Sustainable Future, and Hope

Posted by Ashley Nicholls on March 31, 2017 at 9:30 AM

The future is sustainable, with our without the White House.

The Clean Power Plan was introduced in 2015 by President Obama, who called it "the single most important step that America has ever made in the fight against global climate change."

The EPA estimated that the CPP would help to protect the most vulnerable among us, including children, seniors, the sick, and those living in poverty, as well as future generations from the dangers of air pollution. 

And the results weren't just platitudes. 

From the EPA website: 

  • The Clean Power Plan itself is projected to contribute significant pollution reduction, resulting in important benefits, including:
    • Climate benefits of $20 billion
    • Health benefits of $14-$34 billion
    • Net benefits of $26-$45 billion
  • Because carbon pollution comes packaged with other dangerous air pollutants, the Clean Power Plan will also protect public health, avoiding each year:
    • 3,600 premature deaths
    • 1,700 heart attacks
    • 90,000 asthma attacks
    • 300,000 missed work days and school days

And this week President Trump signed an executive order instructing the EPA to rescind the Clean Power Plan.

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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

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