Changing the Definition of “Utility”: If GM Can Do It, What Is Stopping You?

Posted by Ann Hoogenboom on April 13, 2018 at 9:30 AM
 

Functional but not so attractive.

This is the definition of the word “utility” when used as an adjective.

We need to stop referring to our industry as “utility.” Your brand bucket is 99% filled by the customer’s meaning of “utility,” and you are never going to make customers feel good about “utility.”  

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Lessons for the Energy Sector from Big Brands: Facebook and Tesla

Posted by Ann Hoogenboom on March 30, 2018 at 9:30 AM
Photo by Matt Henry on Unsplash 
 

Two big brands, two big mistakes—but no doubt, they’ll overcome.

The path to success is littered with mistakes. Even big brands like Facebook and Tesla have faced challenges in their climb to the top.

But the lesson is that they get back up. And get back at it.

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Topics: AESP, commercial, industrial, personas, research, trade-ally

What the Energy Industry Can Learn from Nordstrom, IKEA and GE about Using Customer Data

Posted by Ann Hoogenboom on March 16, 2018 at 10:00 AM
 
It’s all about the customers, whether you are an energy services provider or a swanky Swedish furniture company. While we are selling very different things, we can learn a lot from big name brands. 
 
Let's take a look at customer data.
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Topics: AESP, commercial, industrial, personas, research, trade-ally

6 Top Trends and Topics that Jazzed New Orleans at AESP18

Posted by Ann Hoogenboom on March 2, 2018 at 9:00 AM

Whether you were with us in New Orleans or looking to catch the cliff notes, we have a recap of the best of the best from AESP. With Mardi Gras in the rearview mirror, AESP descended on a city that you’d think would be exhausted from the late nights and the rowdy celebrations – that was not the case – the streets looked alive and busy.

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Topics: AESP, commercial, industrial, personas, research, trade-ally

How Architects Could Be Your Ticket to the C&I Customer

Posted by Ann Hoogenboom on February 16, 2018 at 9:00 AM


Photo by Daniel McCullough on Unsplash

Are you struggling to get commercial and industrial customers to invest in energy management? Do you hear phrases like…

 

“It’s too expensive.”
 
“We can’t afford to schedule a shutdown."
 
“By the time we finish the update, the technology will be obsolete.”

 

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Topics: commercial, industrial, personas, research, trade-ally

AESP + KSV: What Was and What's New for You

Posted by Noelle Palumbo on February 9, 2018 at 9:30 AM

In last week’s EnergyWire, we gave you a preview of what we’ll be speaking about at AESP’s National Conference on Feb. 19.

(Will you be there? Reach out; let’s meet!)

And as we get closer to the date, we’ve been reflecting on some of our past AESP experiences.

So today, we wanted to share three topics from previous AESP conferences whose insights continue to prove true. 

We’ll also give you a little more insight into what we’ll be talking about in a few short weeks.

Let’s get started.

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Topics: hyper-targeting, commercial, industrial, personas

Baking a Cake for the Commercial & Industrial Customer at AESP

Posted by Ann Hoogenboom on February 2, 2018 at 10:30 AM

We're excited to be speaking at AESP in a couple of weeks about our C&I research, here's a little preview.

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Topics: hyper-targeting, commercial, industrial, personas

Proven Ways to Talk to the C&I Customer

Posted by Ashley Nicholls on January 19, 2018 at 9:45 AM

AESP’s national conference is around the corner. At KSV, we love seeing people come together to talk, share and learn about sustainable energy. 

For AESP in the past, we’ve focused on customer engagement. We’ve spoken about targeting large C&I customers with native advertising, co-presenting with our client, Erin Motta from National Grid. 

Erin is a senior marketing analyst in the energy product marketing area of National Grid. 

This week, we’re sharing an interview we had with Erin after an AESP gathering that covered some of the questions remaining after the session.

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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 We Can't (and Won't) Forget

Posted by Ashley Nicholls on January 5, 2018 at 9:30 AM

As we enter into the new year, we’ve taken time to reflect on some of the most important lessons we’ve learned about driving sustainable energy. And we wanted to share a few with you. 

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

I’m Dreaming of a Fried Chicken Christmas

Posted by Abby Goudey on December 29, 2017 at 9:30 AM

What do fried chicken, Santa Claus, and sustainable energy all have in common?

The obvious answer would be nothing. But here’s our take: They each fill a void.

In 1970, the manager of Japan’s first KFC woke in the middle of the night with a business idea. Takeshi Okawara wanted to sell a “party barrel” of fried chicken on Christmas.

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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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