Opening Markets for New Clean Tech Product
Launch a new energy solution for this new Hillsboro, Oregon-based company introducing a new clean energy application of a proven technology, a compact fuel cell for residential and small commercial structures.
Positioning ClearEdge with the ‘The Power of Change’ statement, MarketShift+BAM helped focus the message on three product benefits: Lower your energy costs, reduce CO2 emissions and maintain your lifestyle in 24-hour comfort.
Working with our strategic partner, The BAM Agency, we embarked on intensive research and audience surveying to uncover key attributes for branding and company value proposition. The audiences are diverse – policy makers, architect/building/design industry, homeowners – requiring clear and distinct messaging. We’ve introduced pilot product launches first into Southern California, where strict legislation, high-energy prices and a robust green building market are creating a perfect storm of opportunity for adoption of new clean technologies. Because the technology and the company are new – our campaign relied heavily on relationship building and community involvement to build trust and entice curiosity into both the company and the product. The next market, Northern California, required a more sophisticated level of messaging, brand refinement and communication technology to capture the attention of audiences in a more saturated marketplace.
- Precise communications required creative ingenuity and rapid response for wildly diverse market characteristics with Southern, then Northern California audiences
- Demonstrated understanding of ‘influencers’ and ‘demand creators’ yielded more targeted and robust communications for greater results
- New partner development; generated sales leads; thought leadership in traditional and online media channels; policy innovation to eliminate market barriers
"Clearly, we need more incentives to quickly increase the use of wind and solar power; they will cut costs, increase our energy independence and our national security and reduce the consequences of global warming."
"MarketShift brings a passion for discovering the dynamics of new, uncharted market opportunities and the skills for translating those into effective product marketing strategies. Their support was key in the success of ClearEdge Power’s initial launch of a whole new product category in the cleantech space. "
"It's no longer a zero-sum game -- things that are good for the environment are also good for business."