Ashley Nicholls

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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, grassroots marketing, community marketing, data science, IoT, innovation, customer centric, digital transformation, hyper-targeting, 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, grassroots marketing, community marketing, data science, IoT, innovation, customer centric, digital transformation, hyper-targeting, millennials

If Blockbuster:Netflix, Then Utility:Dandelion—Have We Reached a Disruption Tipping Point?

Posted by Ashley Nicholls on July 21, 2017 at 9:30 AM

Blockbuster went bankrupt in 2010, brought down in part by a business they didn’t even consider a competitor but rather a "very small, niche business." That "small" and "niche" business took less than ten years to disrupt Blockbuster's business model, shift consumer expectations, and eliminate the need for physical infrastructure. And now, that little company, Netflix, is worth an estimated $70B.

Aging business models, ever-shifting consumer expectations, reliant on physical infrastructure...sound familiar to anyone?  

Well, have you heard of Dandelion? Theyre just a very small, niche business....that got its start at Googles Alphabet...

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

The Energy Industry's Farm-to-Table Movement

Posted by Ashley Nicholls on June 16, 2017 at 9:30 AM

What will reinvent the energy industry?

Uber is a taxi company with no vehicles.

Airbnb is a hotel company with no properties.

Amazon is a retailer with no stores.

So who is the Uber of energy? 

Well, have you heard of Drift?

An energy service company made up of former Google, Amazon and Microsoft engineers looking to reimagine the way we get our electricity.

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

On Professional FoMO, Metrics, and Mississippi John Hurt

Posted by Ashley Nicholls on June 2, 2017 at 9:30 AM
FoMO, or "fear of missing out" is defined as the apprehension or anxiety that one is not "in the know". Originally developed as a term that was applied to young people and their frantic grip on their cell phones and mindless scrolling through Facebook, we now see it in all ages.
 
It can cause depression, apathy, and a general dissatisfaction with all things in life, even the things that used to make you happy.
 
And, we're here to hypothesize, that there is a professional application to this.
 
We also want to talk about Mississippi John Hurt.
 
Hang on, this is going to be good.
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Topics: utility communications, intent marketing, grassroots marketing, community marketing, data science, IoT, innovation, customer centric, digital transformation, hyper-targeting, millennials

What is the problem you're trying to solve?

Posted by Ashley Nicholls on May 26, 2017 at 9:30 AM

If water was dripping into your bedroom one night when it rained you'd probably get a bucket to capture the water. But eventually, maybe the next day  or the day after that you'd deal with the root cause of the issue: the leak.  

A few weeks ago, at AESP KSV got invited to join a session with utility decision makers, and we were asked (along with a couple of other smart agencies) to talk about the challenges and opportunities when utilities partner with outside agencies. 

One theme that came up is that so often marketing is leveraged to solve customer satisfaction issues when the root cause of the issue is process driven or operational. 

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

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