Topics: Customer-Centric Marketing, Utility Communications, Digital Transformation and User Experience, Innovation, Clean Energy, Smart Technology

 

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Energy Efficiency, Research, Clean Energy, Media Strategy and Best Practices, Smart Technology, Marketing Strategy and Best Practices

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: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation

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: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation

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? They’re just a very small, niche business....that got its start at Google’s Alphabet...

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation

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.

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation

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.

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation

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. 

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation

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.

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation

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.” 

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation