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

Zappos, Digital Storytelling & Best Practices

Posted by Ashley Nicholls on March 24, 2017 at 9:30 AM

If you've ever downloaded a KSV brief, you know we ask you what you want to see more of on EnergyWire, and this week we got a great response to that question.

David told us (hi David!) that what he wants to see more of is "digital stories".

First of all, what a great request. Second of all, we're kind of in love with that term. 

Imagine if the way you were interacting with your customers was through digital stories, instead of through ads that weren't aware of the experience your customer had already had with you. 

Imagine if your advertising could be a storyteller for your brand, instead of being tone deaf.

So this week, we’re going to talk about one way to prevent being tone deaf: Frequency Capping.

Ever look at a pair of shoes online and then they start following you through your online life?

Well, this is the tale of an exorbitantly expensive pair of shoes that we didn't want to actually buy (we swear), but we did want to use them as fodder for our story.

If you've ever shopped on Zappos.com, you know that they are an incredible company. From redefining how mission can impact company culture, to forging a new standard in customer-centricity (if you've ever gotten the "free overnight shipping just because", you've experienced their customer-centric design), Zappos sets a great example that every company should be working toward.

And Zappos figured out, along with many other advertisers, that re-targeting ads to customers who had shown interest in a particular product was a great way to nudge them toward a conversion. 

But as incredible as re-targeting is, it's also flawed. 

You could be using re-targeting to tell an ever deeper story, to test out different versions of an ad or bring people through an experience.

But most campaigns don't take advantage of what re-targeting can do. No, most companies, even the most sophisticated, just put that thing in front of your eyeballs again, to the point of it being annoying. 

So: back to the shoes.

These shoes are over $1k. And as far as we can tell, they were not made so that anyone could actually walk in them. 

So we decided to put them in our cart on Zappos, and not make the purchase, and see what happened.

And low and behold, the next time we went on Facebook, there they are.  

Checking the news... shoes.

When we just wanted to know if Beyoncé was going to win a grammy.

In fact, these shoes are still following us around the internet. From Facebook to Slate.com to CNN to Fast Company, they are in every corner of the internet we visit. 

And we had no intention of ever buying them.

So Zappos is burning ad dollars on us, and we are being chased by these shoes, and nobody is happy. 

And you just might be doing the exact same thing.

If you're re-targeting (and you should be), you must also be frequency capping.

Frequency capping means limiting the amount of times that the same person will be exposed to an ad set before you stop re-targeting them. 

And notice that we said "ad set" and not "single ad". 

We're introducing a second best practice here, which is that if you are re-targeting, you really must also be varying the message to tell a better story, and take advantage of every opportunity to create context, relevance, and storytelling for your customers.

And maybe, just one more bonus best practice, while we're on the topic of digital storytelling and re-targeting.

How do you know when to turn off your home audit marketing to a certain person? Or your fridge recycling or smart thermostat campaign? 

What happens if they convert into that program? Do you stop marketing it to them? 

You should.

What's more frustrating than being served up ads for an offer you don't want? 

Being served up ads for an offer you've already completed. 

So:

1. Don't be tone deaf. Use frequency capping and other best practices to make your ads effective and relevant.

2. Vary the message to tell a deeper story, prevent annoyance, and drive interest.

3. Integrate your data to reduce waste and stop marketing to people who have already participated in your program/offer/product.

Want more digital stories? Check back soon and in the meanwhile, take a look at our brief on Digital Transformation.

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

3 Lessons and A Little Irish Luck

Posted by Ashley Nicholls on March 17, 2017 at 9:30 AM

Happy St. Patrick’s Day everyone!

This week Irish company Solar 21 won the award for Best Renewables Project/Installation in the Humber Area at the Humber Renewables Awards in Hull.

Everyone’s Irish on St. Patrick’s Day, so let’s celebrate our collective win.

The project that won this prestigious award is a biomass plant that will produce the cheapest renewable energy from biomass of any comparable facility.

There are three things we can learn from this.

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

ENERGY STAR: A Letter to President Trump

Posted by Ashley Nicholls on March 10, 2017 at 9:00 AM
To President Trump:
 
This week we heard you were considering eliminating the Energy Star program, and we felt it was time we spoke up.
 
You want to   hear what the people  actually  have to say about Energy Star?
 
 
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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 digital transformation and walking the talk.

Posted by Ashley Nicholls on March 3, 2017 at 9:30 AM

Or, as we like to think of it: Websites, Beyoncé and Bacon.

We’re extremely excited to announce that this week we launched the brand new KSV website.

It’s taken a lot of time and a lot of hard work.

But it’s finally here.

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

Trump & Energy: An Update from KSV

Posted by Ashley Nicholls on March 2, 2017 at 2:24 PM
So, it’s been 4 weeks since we published the KSV Brief, Trump & Energy: Four Predictions from KSV and we just wanted to check in and give you an update.
 

While we still don’t have a crystal ball and there is a lot yet to be seen, there are a few things have happened that we just wanted to keep on your radar.

Again, we’re here to talk policy, not politics.

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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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