CLEAN TECHNOLOGY MARKETING THINK TANK

This Think Tank was held on March 26, 2009 at Monteco.

Mandate of Clean Technology Think Tank:

To provide a forum for the discussion of industry issues and establishment of thought leadership positions which can be communicated to executives in the clean technology sector.

Attendees:

  • Hybridyne Power Systems Canada Ltd.
  • Carbonzero
  • Clean Energy Developments

Host: Brett Johnson, Marketing Director, Monteco

The discussion was moderated by Bob Becker, Principal, SMA.

Issues Covered:

1. How do you manage through recession and falling oil prices, and drive demand for your products and services?
2. How can you leverage the Internet to create low-cost, high-value marketing?

Synthesis of Group Discussion

Actions taken to prepare for downturn

  • Expanded marketing, using targeted emails
  • Aligned Sales & Marketing to make sure messages are aligned
  • Cut marketing budget
  • Mobilized everyone to sell
  • Targeting financial sources that are interested in green technologies
Effective sales and marketing techniques in this climate
  • Prepare a business case/feasibility study for energy efficiency (how it saves $$)
  • Leverage PR
  • Working in community, gaining grass-roots exposure
  • Identify the green champion in every company approached
  • Use of blogs
  • Build relationships, through face-to-face meetings, dinners etc.
  • Make sure marketing investment is consistent with anticipated return
Best practices for leveraging the Internet for low-cost, high-value marketing
  • Websites
    • - Use micro-sites for each division
    • - Ensure consistency of design and messaging
    • - Ensure thoughtful navigation to make web site functional
    • - Provide private access to dealers on web site
    • - Include interactive tools
    • - Use home page for branding, value proposition, easy navigation to other pages
    • - Refrain from flash and video as it slows load times
    • - Use analytics and measurement: track page hits, time spent etc.
  • Email
    • - Provide relevant newsletter
    • - Continuously build contacts list
    • - Make sure every email has value to the recipient, embed links to content or tools
    • - Use iContact to manage spam blocking
    • - Track click-throughs
  • Blogs
    • - Participate where your prospects and clients are participating
    • - Identify opportunities

 

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