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.

 
 
Read More

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.

Read More

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?
 
 
Read More

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.

Read More

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.

Read More

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

IoT & Tomorrowland

Posted by Ashley Nicholls on February 24, 2017 at 9:30 AM
Tomorrowland was a dream of Walt Disney.
 
 
Did you know that Disney originally planned Disneyland as a group of five "lands", and Tomorrowland was complete with a "Rocket to the moon" ride, and the "Monsanto House of the Future"?
 
Read More

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

On Digital Transformation, Getting out of our own way, and AESP

Posted by Ashley Nicholls on February 17, 2017 at 9:30 AM
"If you always do what you've always done, you'll always get what you've always gotten"
 
What processes is your company holding onto that no longer serve your customers, your employees, or your bottom line?
 
Where are you stuck?
 
 
Read More

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

New Customer Video: On Great Digital Experiences and What they Want from Utility Websites

Posted by Ashley Nicholls on February 10, 2017 at 10:00 AM
How can you improve customer experiences, optimize operational processes, and enhance business models? 
 

Digital transformation.

Next week at AESP Nationals, we'll be presenting during an innovative session on digital transformation, and we thought we'd provide you with an appetizer of sorts this week.

When we're out in the world discussing the many challenges businesses are faced with today, we often hear the same laments (no matter the industry).

Read More

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

KSV Voices of Industry: Featuring Adam Knudsen of Dynapower

Posted by Ashley Nicholls on February 3, 2017 at 9:45 AM

For our second installment in the KSV Voices of Industry series, we're featuring Adam Knudsen, the President of Dynapower.

Dynapower is on the bleeding edge of innovation, in just about every category you could imagine when it comes to energy. 
 
But it's their recent partnership with Samsung, and their energy storage business and how that's changing the way utilities, solar companies, C&I customers will manage their energy in the future that we wanted to focus on today.
 
 
Adam, thanks so much for contributing your voice and expertise to this.
@AdamKnudsen: No problem. We're always happy to talk about energy storage and how it's changing the future of energy.
 
Great. Let's dive in. Tell me about squirrels.
@AdamKnudsen:  You know, when we talk about energy storage, one of the things we focus on is the impact of downtime on C&I businesses. A few statistics to help orient things:
 
Read More

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

On Trump, Energy, and the Future: The Latest KSV Brief

Posted by Ashley Nicholls on January 27, 2017 at 9:30 AM

Don't worry, we're here to talk policy, not politics. 

Just like everyone else in the country (the world?), at KSV we've been paying a lot of attention to the election of Donald Trump as our 45th president, and all of the implications that will come along with this era. 
 
 
And just a week ago, we had an interview with a promising job candidate ( we're growing, by the way), and he asked a great question:
 
"Are you worried about the business prospects of an agency focused on energy and sustainability under this administration?"
 
The short answer: no. 
Read More

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

Subscribe to Email Updates