Tucker Wright

Recent Posts

Do You Know the Nationwide EE Solution That's Set to Disrupt B2B Programs?

Posted by Tucker Wright on July 28, 2017 at 9:45 AM

Disruption in the energy space is akin to winter in the land of Westeros: We all know it's coming at some point, but no one knows when and not a soul can predict exactly what it will bring. And most of the time when we hear (or write) about disruption, it's related to supply and delivery, much like our last week's EnergyWire post on Dandelion.

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

Did Volvo Just Accelerate the Need for Peak Demand Pricing?

Posted by Tucker Wright on July 7, 2017 at 9:30 AM
Just this week, Volvo became the world's first major automaker committing to an all "electrified" lineup of hybrids, plug-in hybrids, and electric vehicles. 
 
When? Beginning with models introduced in 2019. Just 18 short months from now. 
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Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

Jell-O and Energy Marketing

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

Jell-O and energy marketing.

What can we, as energy marketers, learn from this infamous dessert?

You may have heard this story before.

But we thought the best stories deserve retelling and that reminding ourselves of the virtues of great content marketing would be a sweet way to kickoff the holiday weekend.

So here it goes:

At the turn of the 20th century, a little product named Jell-O was launched. And despite a marketing campaign that touted all the product’s attributes (something we see often in energy product marketing): “No cook-book necessary!”, “No baking!”, “Simply add boiling water!” the new product never achieved anything above lackluster sales.

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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

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