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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Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]
Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015
As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]
A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]
Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]