Groundhog Day For Energy Storage: Energy Storage Marketers’ Top Five Wish List
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- Created on 05 May 2017
- Written by Don McDonnell
Do you ever feel like Bill Murray in the movie Groundhog Day, waking up day after day to the same routine, running into the same people and having the same conversations? Well, that was me at the Energy Storage Association 27th Annual Conference. How, you might ask?
At the ESA event I posed the same two survey questions to every one of the 20+ vendor marketing and product people I had appointments with. At times it felt like it was Groundhog Day, as marketers hit on many of the same themes in their answers repeatedly, over and over in the course of the two-day event.
Ready, Set, Wait: Ongoing Obstacles in Energy Storage Market Perception and Value
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- Created on 27 April 2017
- Written by Don McDonnell
Reflections from ESA 2017
As marketers, we subscribe to the maxim that value is in the eye of the beholder. At the 27th Energy Storage Association conference in Denver this past week, it struck me that this very maxim is what’s holding the market back. The problem is not only one of different perspectives of value; it’s also the nature of storage solution use-cases, often based on a combination of factors or “benefit stacks” to assert their real value or impact. Yet these lack standards, transparency, and a proven market reference and regulatory framework that is widely accepted and acknowledged.
ENERGY BIG DATA GETS A BOOST FROM THE NATIONAL SCIENCE FOUNDATION FUNDED INNOVATION HUB
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- Created on 12 September 2016
- Written by Don McDonnell
Will the rapid growth of big data just drive up energy consumption or will it end up being the source of the very solutions that drive the next big breakthrough in energy efficiency? This is one of the many things I pondered last week at the “Applications of Analytics & Machine Learning in Energy” workshop held by the Georgia Tech/UNC co-led South Big Data Hub, an effort funded in part by grants from the National Science Foundation.
The Results Are In: Going For the Gold
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- Created on 23 August 2016
- Written by Paige Besson
We all knew it was coming, but I didn’t want to face it. Ready or not, the 2016 Rio Olympics have come to a close. For a sports fan such as myself—and my husband would tell you that is an understatement—I am feeling a distinct sense of loss, unless we’re talking about sleep where I have suddenly found the two additional hours a night that mysteriously went missing two weeks ago.
Fortifying Your Energy Brand & Building a Market Position
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- Created on 24 May 2016
- Written by Don McDonnell
Having worked in marketing in this industry for many years, I have found that there is one marketing concept that often mystifies the mostly engineering-trained energy executives we work with. Competitive positioning. Second only to that is the benefit of brand investments. However, once the idea of competitive position is understood, the notion that branding investments can tangibly reinforce and fortify that position becomes clear quickly.
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