In today’s crowded and competitive energy markets, many product manufacturers fall short in their marketing, writes Andy Beck, Executive Vice President of Makovsky’s energy and sustainability practice.
“They’re forgetting a vital principle: that we motivate behavior by understanding and addressing the desires of the end-user customer. Vaunting product attributes–the default marketing formula among many companies–will only move the needle so far. What’s often lacking is the missing link: direct marketing to end-user customers, based on genuine insight into how the products benefit end-users and addresses their needs.” […]
“One of the best ways that companies can begin to engage with end-users directly is through specialized “vertical” media. As opposed to marketing through a blanketed wide-ranging approach, the vertical strategy focuses on targeted sources where interested customers look to get specialized information. There is a web of trade journals, blogs, Internet forums, and social media outlets that target every relevant end-user, including those who influence them. This media is usually on the look-out for quality content–be it bylined articles or expert commentary. There are few better ways to build a company’s reputation with the individuals or groups that will ultimately purchase and use their product.”
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by Erin O’Loughlin – Photos: Naz Kazazoglu In Turin, you only need to tell your taxi driver “Take me to the skyscraper” to end up at the impressive Innovation Center of the Intesa Sanpaolo bank, rising in the heart of Turin, with a fine view of the Turin hills and the Italian alps. Here on […]
by Erin O’Loughlin Richard Thaler’s 2017 Nobel Economics Prize on Monday was met with more buzz around the offices of our design agency than is usual for economics news. What people outside of the industry probably don’t realize is that service designers don’t think of Richard Thaler as an economist — instead, we consider him one of […]
Torino Design of the City is nearly here! Experientia will of course be part of this exciting week (10-16 October) of events, meetings, workshops, exhibitions and guided tours about design, and we warmly invite you to join us. The event is organised by the City of Turin and will take place in strategic city locations […]
(This page will be regularly updated to reflect minor programme changes) To Innovate through Service Design – Conference for Torino Design of the City From 10 to 16 October, the City of Turin will host Torino Design of the City. This week of events, meetings, workshops, exhibitions and guided tours about design will take place in […]
Reposted from Medium Beyond the engineering challenge of creating cars that drive themselves lies the social challenge. Before autonomous cars are ready to navigate our roads, they must be able to navigate the vastly more complicated nuances of human behaviors and interactions — from that friendly nod that says “You first” at a four-way stop, to the […]
Ripostato da Medium – English version Il mondo del fashion sta diventando sempre di più digitale — e non si tratta solo di dispositivi da indossare, ma anche e soprattutto di abbigliamento, realizzato con tessuti in cui sono effettivamente integrati dei sensori in grado di misurare e monitorare il corpo di chi li veste. Dato che la […]