Open Houses Illuminate Solar Tour

Brian Hall
October 6th, 2009

I have to say that I’ve typically avoided open houses ever since a quick visit to one just to humor my wife resulted in the single biggest impulse buy of our lives. However, my personal and professional curiosity got me out — and momentarily away from the marathon sports viewing I’d planned — to join the National Solar Tour this weekend.

As a homeowner, I was most interested in the family who is using solar panels to power their furnace/AC and water heater. They cut their energy bills in half, and expect to recoup their investment in about nine years — all while being more sustainable, of course.

As a PR pro, I was equally interested in the great event ASES put together. Getting thousands of passionate supporters to open their homes and tell others about the specific benefits they are seeing from solar power — wow, definitely a powerful way to connect with consumers.

It occurred to me that this is exactly the type of “voice-of-the-customer” communication that is often missing from B2B marketing programs. In particular it got me thinking about the upcoming Solar Power International 2009, and how B2B companies in this field can connect with customers and prospects in an equally effective way.

As I look at the roster of exhibitors, one thing is clear: the B2B supply chain for solar is extremely complex. It includes everything from developers of large-scale solar plants to suppliers of components ranging from glass to fluids and films. To generate marketing and sales success during the show — and in the marketplace in general — exhibitors must really understand their specific audience segment and communicate ultra-targeted, customer-centric messages. Even the big brand-name companies entering this dynamic market must really hone their message to gain industry-specific credibility and awareness among target customers.

Better use of digital media tools can help create stronger B2B customer connections as well. Webinars and online video, for example, are very practical ways to showcase real-world success. And outreach via blogs, Twitter, content syndication and other Web 2.0 tools will certainly continue to be an ever-more important way to foster ongoing dialogue with these audiences.

I’m looking forward to learning more about solar during the event, and talking with industry thought leaders about strategic messaging, digital/social media and other communications topics.

And when I get home, it will be time to get serious about my own personal solar installation.

Stay tuned to The Spark for updates on both fronts.

Posted in Going Green, Media and Marketing | No Comments »

Shooting Par on the Course Toward Renewable Energy

Brian Hall
September 8th, 2009

Visiting Central Illinois recently to play a little golf with my dad, I was excited that the course had a view of a wind farm. Although my own enthusiasm for the scenery was somewhat hindered by a disappointing back nine, to me the wind turbines are a sign of real progress in the battle against climate change.

 

As highlighted in recent Wall Street Journal and USA Today stories, however, those turbines are whipping up brisk winds of “not in my backyard” among local residents and environmentalists. Recent headlines regarding the markets for renewable energy have been mixed as well — with positive news about wind energy and the U.S. government’s program to stimulate renewable energy investment balanced against reports such as the one showing biofuels aren’t fairing as well due to the recession and falling oil prices.

 

For communicators in this sector, breaking through the clutter of mixed news, green hype and opposition is probably more challenging than it is for me to break 90. And while traditional PR certainly can and should play a role, it seems like the opportunity is ripe for digital and social media, especially as channels to reach business, regional and niche audiences.

 

Among the supporters of renewable energy are many passionate fans who believe strongly in the cause. Providing them with the tools and forums to carry your message can be more credible and effective than any company-sponsored communication could ever be. In addition, search engines, blogs, YouTube, Twitter, webinars and other digital media yield increasing influence over business decision makers. And getting your supporters involved in generating positive dialogue is a great way to address the critics — and even begin to bring them on your side.

It appears industry marketers are embracing these tools. Initial results from our “Renewable Energy Digital and Social Media Pulse Check” show the majority are using digital media to communicate with their target audiences.

 

Of course, having a powerful medium at your disposal means nothing if you don’t also have a powerful message that resonates with your target audience. Messages with more aspirational themes have been less successful. The key is to position these offerings as real and practical on an individual level.

 

The critical combination of clear messaging and precise outreach is what I plan to explore during my upcoming speaking engagement at the Renewable Energy Markets Conference in Atlanta (shameless plug: come see me on the “Media and Perception” panel at 1:30, Tuesday, Sept. 15).

 

Stay tuned for additional insight from our “Pulse Check.” I will unveil final results during the conference. Afterward we’ll share the results via The Spark and e-mail as well.

Posted in "Shovel-Ready", Digital Dialogue, Going Green, Media and Marketing | 1 Comment »

Uncovering "Green Shoots"

Ron Loch
July 13th, 2009

I’ve been reading a lot about economic “green shoots” these days — evidence that the recession is easing and the economy is showing signs of recovery. It got me thinking about how important it is for communicators to seek out their company’s examples of promise and future success. And, in many cases, I believe there are overlooked green shoots that are … well, “green.”

Obviously, many Advanced Manufacturing & Energy companies have distinct sustainability efforts, and some directly offer renewable products or services.  However, with a little searching, communicators will likely find there is even more to their company’s sustainability story. Why? Because as green tech becomes mainstream facility managers are finding ways to reduce operation costs that also happen to reduce a company’s environmental footprint. Yet, they fail to alert communications because they see their decisions simply through a cost-saving rather than a communications prism. Likewise, R&D and marketing may make product changes to reduce shipping costs or lower the customer’s cost of ownership, but don’t communicate the potential broader conservation story that may align with their company’s sustainability platform.

That means communicators need to do a little sleuthing about changes occurring within their company. Are LED lights being used or is Energy Star equipment being purchased and lights being turned off? Are products being made smaller or lighter, thus reducing energy needed for shipping? Has building maintenance switched to green chemicals for cleaning? Sure, some organizations are doing a good job of having their sustainability goals guide these types of decisions, but for others these decisions are happening because they simply make economic sense.

So, why not do some digging around? You may just find a green shoot that helps strengthen your company’s reputation and communicates its prospects for future growth.

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Balancing Act: Communicating Green Without Going Too Far

Brian Hall
May 15th, 2009

Even as they continue to reduce their greenhouse gas emissions, use less fossil-fuel-generated power and develop more sustainable products, many Advanced Manufacturing & Energy companies are grappling with how to communicate their business’s environmental story.

Our instincts as marketers and PR professionals tell us to shed the best possible light on sustainability efforts. Yet with so many companies making positive environmental claims, consumers have become skeptical and the media is quick to call out companies for “greenwashing.”

For some legal perspective on how to push the envelope without going too far, we caught up recently with Clifford P. Case III, co-head of the environmental practice at G&S client Carter Ledyard & Milburn LLP. He offered the following tips:

 

  • Establish an environmental baseline: So supportable statements can be made about the company’s “greenness,” progress over time can be measured, and valid comparisons made with competitors. Complicating this part of the task is the large number of standards in the marketplace, many of which are in a constant state of evolution.
  • Select Your Story: Once a careful foundation of environmental facts has been established and screened against governmental and non-governmental standards, communicators can publicize the “green” facts that will help their company and its products succeed in the marketplace.
  • Continue to Evolve: Bear in mind that the process is not static but ever-changing. New and more demanding environmental standards are constantly being developed. What was environmentally impressive yesterday may not be so tomorrow, and “greenness” is always being redefined. If a business wants to continue to be recognized as environmentally progressive, its management’s commitment to green principles must also be ongoing.

Of course, the process of actually adopting environmental practices and measuring results is much too complex to detail in this blog. But by sharing these three simple principles, hopefully we can help B2B communicators sleep a little better, knowing their green communications are accurate, defensible and immune to greenwashing challenges.

Posted in Going Green, Outside Insights | 1 Comment »

Sustaining the Momentum of WINDPOWER 2009

Brian Hall
May 7th, 2009

The buzz on the show floor at the WINDPOWER 2009 trade show continued Wednesday — albeit at a somewhat lighter pace than Tuesday — as thousands of visitors filled exhibits of companies throughout the supply chain.

As the show draws to a close tomorrow, the question becomes: how can renewable energy companies sustain the momentum created by the event? During two days of conversations with B2B PR and marketing communications professionals, it also became obvious that they have an additional question: how can they best capitalize on the power of digital and social media?

Interestingly, those two questions can be inter-related. Digital and social media – from podcasts and webinars to Twitter and LinkedIn – can be great tools for continuing dialogue with customers, prospects and other target audiences. The key is to let objectives, strategy and messaging drive the use of digital media tools. Too many companies seem to be diving into the digital media arena with little idea of where they are heading or why they are going there. By first establishing clear goals and a strategic approach, companies can select the right digital media tools and get the most impact from their communications investment.

As leaders throughout the supply chain head back to their respective homes, it is also important that they continue to support AWEA in efforts to push wind energy to the forefront across a wide spectrum of influencers — from government, to financial institutions to the general public. By generating a consistent level of coverage in the mainstream media, for example, the mix of household-name companies and emerging technology leaders that make up the wind industry can help create a higher level of overall awareness and credibility needed to achieve the objectives of 20% renewable energy by 2030.

Posted in Digital Dialogue, Going Green, Media and Marketing | No Comments »

WINDPOWER Communicators Express Excitement, Cautious Optimism

Brian Hall
May 5th, 2009

Marketing and PR professionals at the WINDPOWER 2009 trade show in Chicago – which kicked off in earnest Tuesday – said they were very pleased with the results they were generating at the show thus far. Communicators we spoke with from throughout the supply chain said overall traffic was solid throughout the day, and that they were pleased to have the “right” prospects coming through their exhibits.

While a variety of factors have slowed the industry’s growth during the past several months, many PR and marketing professionals we spoke with put things into perspective. Many referenced just how much bigger the show is today versus only a couple years ago, while most expressed cautious optimism that improving economic conditions and pro-growth policies would soon begin to re-energize the industry’s growth.

That same optimism was evident in PR efforts, as a variety of companies used the show as a forum to announce new wind energy products and production facilities.

According to AWEA, approximately 17,000 attendees were expected at the show, which features nearly 1,200 exhibits.

Perhaps the one area for the show to improve from a PR and marketing standpoint is in the area of mainstream media. While the renewable energy trade media and a sampling of business outlets such as Reuters and Bloomberg were reporting from the show, it’s disappointing to see that more major news outlets are not covering this dynamic industry the way they do other emerging technologies – such as the extensive media coverage each year surrounding large technology trade shows. After all, it is this type of media exposure that could help the industry generate more widespread support and a positive regulatory environment that could more quickly create greater overall demand for wind energy.

Stay tuned — we’ll be reporting again from WINDPOWER 2009 on Wednesday.

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Wind Energy: Balanced Communication to All Stakeholders Can Help Turn Promise into Reality

Brian Hall
April 20th, 2009

As thousands of wind energy professionals descend upon Chicago for WINDPOWER 2009 in May, the industry finds itself at a critical juncture.

 

In many respects, excitement about wind energy has never been greater. According to the American Wind Energy Association(AWEA), wind power capacity in the U.S. has grown by an average of 32 percent each year for the past five years. A total of 8,358 MW of wind generation — about 42 percent of the entire U.S. generating capacity — was added in 2008 alone. That’s enough, according to AWEA, to power more than 2 million American households annually.

 

In addition, the new U.S. economic stimulus package promises a number of provisions to encourage the development of wind energy. By some estimates as much as $90 billion will be used for renewable energy projects.

 

Yet dramatic recent drops in oil and natural gas prices, a tight credit market and continued uncertainty about exactly how the economic stimulus funds will be distributed has put many major projects on hold. Even billionaire T. Boone Pickens — whose Pickens Plan calls for the country to use wind to generate 20 percent of its electricity — has delayed his massive Texas wind project, citing a drop in natural gas prices and the tightening credit market.

In addition, there are still technological hurdles to making wind a mainstream energy source. Of vital importance, the current electrical grid does not allow for the effective capture and transmission of wind energy.

 

So, the wind industry is at that critical juncture where an inability to outperform promising press releases can create skepticism and erode credibility.  In turn, this credibility gap can create fewer investments and less enthusiastic legislative support that slows progress to glacial pace.

No matter what part of the wind energy supply chain they are in, B2B communicators must remember that they are not only promoting their specific products or company — they are also working together to build a marketplace that requires support from a variety of hype-weary constituencies. To succeed, they must communicate an optimistic yet balanced and complete story about wind energy to:

  • Government officials who can help create a favorable regulatory environment and funnel stimulus funds to right places;

  • Investors who provide necessary financial support for major projects;

  • The public, which can provide the “license to operate” in their communities as well as an eager workforce;

  • Other public and private sector partners that can develop solutions to overcome the technological challenges that still exist.

As B2B communicators, it’s easy for us to get caught up in our own “latest and greatest” technologies and communications targeting our immediate customers. But even the most advanced wind technology won’t create business value if projects don’t get funding, energy can’t be transmitted to homes and businesses, or the public does not support the presence of turbines in their backyards.

 

There’s no doubt most people believe wind energy can be vital to our country’s economic security, environmental stewardship and job growth. And the President and Congress have set a course to generate 20 percent of the nation’s electricity from renewable resources by 2030.

By understanding the entire value chain and communicating a complete story to all stakeholders, B2B communicators can help ensure the promise of wind energy becomes a reality — while building a bigger, more lucrative market for their companies.

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