Tucker Wright

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Rihanna Promoting Pickup Trucks, and Two More EV News Stories Everyone Should Know This Week

Posted by Tucker Wright on December 6, 2018 at 11:45 AM

We’ve got our noses buried in electric vehicle consumer insights research lately. Since EVs are taking up a considerable amount of our brain capacity these days, we thought we’d share a few of the EV news stories we have been paying close attention to in the last week or so.

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Topics: utilities, future of energy, innovation, personalization, electric vehicles, Tesla, Audi, strategic electrification, Rihanna, GM

Forecasting the Future of EVs, Starting with Consumers

Posted by Tucker Wright on November 1, 2018 at 10:45 AM

To reach the carbon reduction goals outlined in the Paris Agreement, and in targets set by dozens of city and state governments, electrifying the transportation sector is key. But despite huge advancements in technology, electric vehicles (EVs) continue to make up only a small fraction of the U.S. automobile market. In fact, EVs were less than 1 percent of the total vehicle market share in the United States until 2017, when they finally hit the 1 percent milestone.

Growth is now accelerating, largely thanks to the success of Tesla’s Model 3. July was the first month on record that EV sales reached 2 percent of market share, doubling the 2017 annual result. But how can the EV market reach scale?

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Topics: customer experience, Customer Insight, customer motivations, utilities, future of energy, innovation, customer centric, energy efficiency, marketing solutions, millennials, research, energy marketing, renewable energy, electric vehicles, purchasing behavior, energy revolution

As Luxury EVs Speed Up, the Energy Industry Shifts Its Strategy

Posted by Tucker Wright on September 28, 2018 at 10:00 AM

Tesla sold an estimated 14,250 Model 3 sedans in July, a 225% improvement over the electric car’s previous record sales month. That monthly sales figure might have seemed to be a fluke, but Forbes reported that the sedan hit a new sales record in August, reaching 17,800 units. 

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Topics: future of energy, innovation, customer centric, marketing solutions, research, energy marketing, renewable energy, electric vehicles, purchasing behavior, NEEP, clean energy, Tesla, BMW, Audi

Deadly and Dangerous: How the Heatwave Could Help Shift Consumer Perception

Posted by Tucker Wright on July 6, 2018 at 9:00 AM

This week over 60 million Americans across the Northeast faced heat warnings or advisories from the National Weather Service as record temperatures swept the region. News headlines called the weather “deadly” and “dangerous”, while experts gave consumers advice on how to keep safe.

The heat was so intense for so long that seniors were evacuated from their homes, homeless shelters were closed, community cooling centers were set up, and health officials warned that playground equipment could burn children.

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To Connect with Hispanic Consumers, Stop Talking About Saving Energy

Posted by Tucker Wright on May 24, 2018 at 10:00 AM
 
 

A marketer’s job is to create connections for people—with brands, with products, and with campaigns that inspire, awe, and make the cash register ring. What are the most meaningful connections energy marketers can create with Hispanic consumers?

Like others, our research found a strong commitment to both immediate and extended family members to be a core decision driver for the Hispanic and Latino community. But as Forbes recently warned, we must avoid the predictable trap of affirming generic insights about the importance of family and an undying love for soccer.

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How a Red Tag Turned Off My Heat, Condemned My Furnace, and Ruined Thanksgiving… Almost

Posted by Tucker Wright on November 17, 2017 at 9:45 AM

This week I got some pretty discouraging news from an HVAC inspector named Tim, who told me the converter on my old furnace was cracked. This was problematic for several reasons:

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

The most talked about utility in the country this week is fictional...what can we learn?

Posted by Tucker Wright on November 3, 2017 at 9:45 AM

A utility promoting their customer service number? That's a pretty rare occurrence in this self-service age. Sure, Stranger Things have happened, but it certainly isn't commonplace.

But whaddaya know? This week a utility bought billboards (but actually a sneaky move by Netflix) all over their territory that featured an actual working phone number. 

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

Will Tesla Be Puerto Rico's Hero?

Posted by Tucker Wright on October 6, 2017 at 9:30 AM

Yesterday morning Tesla’s Elon Musk responded to a tweet about the devastation in Puerto Rico with this...

That’s right, the genius leader of a non-regulated energy provider tweeted at government officials and the PUC. And guess what? They responded.

And then just this morning, Musk tweeted back!

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

A Star Trek Legend and an SNL Star Are Trolling the Utility Industry

Posted by Tucker Wright on August 11, 2017 at 9:30 AM

Don’t believe us? Watch this video, which incidentally already has 3.3 million views and over 24,000 likes thanks to a social share from Star Trek legend George Takei and a serious turn from Saturday Night Live Weekend Update alum Cecily Strong:

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

From the Disrupted to Disruptors: Three Strategic Rules for Utilities and ESCOs to Consider.

Posted by Tucker Wright on August 4, 2017 at 9:30 AM

We have a lot to say when it comes to disruption in the energy industry. 

And our focus thus far has been on companies like Drift and Dandelion, lean organizations that are looking to reimagine the supply chain, focus on customer-centricity, and disrupt the utility and ESCO business model. 

But what if utilities and ESCOs could be the disruptors rather than the disrupted?

Now that's a shift in the whole "disruption" conversation. Suddenly, a challenge becomes an opportunity. 

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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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