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.
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.
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...
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.
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.
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.”
EnergyWire is KSV’s weekly insight into the consumer mindset when it comes to energy. It’s an honest conversation on the reality of their perceptions and motivations, and how energy services companies can use this insight to successfully engage customers.