Functional but not so attractive.
This is the definition of the word “utility” when used as an adjective.
We need to stop referring to our industry as “utility.” Your brand bucket is 99% filled by the customer’s meaning of “utility,” and you are never going to make customers feel good about “utility.”
Two big brands, two big mistakes—but no doubt, they’ll overcome.
The path to success is littered with mistakes. Even big brands like Facebook and Tesla have faced challenges in their climb to the top.
But the lesson is that they get back up. And get back at it.
Topics: AESP, commercial, industrial, personas, research, trade-ally
Topics: AESP, commercial, industrial, personas, research, trade-ally
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.
Topics: AESP, commercial, industrial, personas, research, trade-ally
Photo by Daniel McCullough on Unsplash
Are you struggling to get commercial and industrial customers to invest in energy management? Do you hear phrases like…
Topics: commercial, industrial, personas, research, trade-ally
In last week’s EnergyWire, we gave you a preview of what we’ll be speaking about at AESP’s National Conference on Feb. 19.
(Will you be there? Reach out; let’s meet!)
And as we get closer to the date, we’ve been reflecting on some of our past AESP experiences.
So today, we wanted to share three topics from previous AESP conferences whose insights continue to prove true.
We’ll also give you a little more insight into what we’ll be talking about in a few short weeks.
Let’s get started.
Topics: hyper-targeting, commercial, industrial, personas
We're excited to be speaking at AESP in a couple of weeks about our C&I research, here's a little preview.
Topics: hyper-targeting, commercial, industrial, personas
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.
Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials
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.
Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials
What do fried chicken, Santa Claus, and sustainable energy all have in common?
The obvious answer would be nothing. But here’s our take: They each fill a void.
In 1970, the manager of Japan’s first KFC woke in the middle of the night with a business idea. Takeshi Okawara wanted to sell a “party barrel” of fried chicken on Christmas.
Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials