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.
- Be intentional, be fearless, make change happen. As an energy services professional, you have an incredible power to influence the way society moves into the future—act now.
- Leverage social media as your test stage. Play with content and learn more about your customers by using social media—most importantly, don’t get left behind.
- Companies care about corporate social responsibility (CSR); in fact, we learned that 86% of the largest U.S. companies publish an annual sustainability report. Energy efficiency and renewables are the biggest levers helping companies hit sustainability targets—use this knowledge.
- Personalization: focus on the individual, but don’t forget the bigger picture. Create a plan that is designed for the individual but speaks to the group with one consistent message—your message.
- Capitalize on unexpected doorways. Talk to trade allies like architects, engineers and the design community. Do your research: Does your customer publish a sustainability report? Know where your services can create wins for customers and insert yourself there.
- Connect through emotion. People want to connect with the people they do business with, and emotion is the surest, quickest way to pique their interest. Consider novel ways to get there. For example, you can use humor. Our industry itself doesn’t have to be funny for you to use humor to connect to customers—the insurance industry does it all the time, and I don’t know anyone who finds insurance particularly funny.
- Data, data, data—how do you really know that your marketing dollars are working?
- How do we break through to the “hard to reach” populations such as the Hispanic, African American, and income-eligible markets?
- How can we make bigger, faster, more effective changes in the commercial and industrial space?
Ann is KSV’s Mission and Brand Manager. Her experience in marketing and communications is deeply rooted at the intersection of sustainability and energy with fellow certified B Corps. And whoever thought Superman had the best capes never met Ann. Read more from Ann here.