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Energy in Transition

Energy Management

Translating Energy Industry Jargon Into Language We Can Understand

The energy industry is experiencing a revolution. Once considered a realm for engineers and scientists, it is now a place for customers, business owners, environmentally minded people, and the general public to engage and become involved. The industry must adapt as “end users” transform into “customers” or even “partners.” The ability to clearly articulate the nuances and benefits of energy to customers without the use of technical language is vital in this industry transformation.

DNV GL works with its clients to determine the best ways to communicate with its customers. We blend focused messaging with visually appealing graphics to reach customers. From accessible technical reports to hyper-targeted marketing strategies, we design approaches that build engagement and awareness.

Curious how we execute these approaches? Join us at the AESP Spring Conference on marketing and customer engagement May 2-4, 2017, in Salt Lake City. During the conference, our Creative Group—DNV GL’s full-service, in-house marketing/communications team—will present three case studies of successful projects.

Here’s a sneak peek:

Case study #1 explores how we helped communicate the technical information and benefits of expanded wind energy to Canadians. Our team crafted a strategy that includes easy-to-read regional summaries blended with technical tidbits and effective web design.

Case study #2 examines traditional evaluation research. In the face of an evolving energy landscape that involves more people with non-technical backgrounds, our clients (and their customers and constituents) are increasingly requesting evaluation research findings that are accessible to the layperson. DNV GL is responding by offering clients well-designed research summaries that clearly and concisely present the evaluation topic.

Case study #3 takes a look at utility energy savings programs. Utilities face an interesting crossroads
when implementing energy efficiency and demand response programs: How do you entice customers to participate in technically complex programs in a manner that is easy to access and simple to understand?  The answer? Hyper-targeted marketing campaigns.

We share key takeaways at the conference, including the common thread that analyzing your market to understand characteristics, motivations, attitudes, and tendencies is a necessary first step to defining marketing strategies and tactics that yield more effective results that blanket marketing campaigns.

We look forward to sharing more of our insights with you at the AESP Spring Conference. If you can’t join us, send us an email to discuss how we can tailor technical communications to better reach your energy partners.

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