By Joe’ Lloyd, Account Manager for Write2Market
DistribuTECH 2014 had a record breaking 10,000 attendees, new and old friends alike came together to share their stories, learn and discover ideas for their newest pilot programs. So what worked at this convention, the largest utility focused show in the country? Information – learnings in any shape or size was the name of the game at this year’s annual utility industry conference. From the show floor to the conference sessions and even the digital communication both pre and post, it is the sharing of information that rises to the top as the key influencer of positive marketing outcomes.
Spending time with Tom – Brand Manager at PennWell, a convention host – our conversation focused on what resonates with the decision makers from his perspective. His number one piece of advice was VIDEO – both utility executives and workers just don’t have the time to read articles and white papers as they hit the inbox, but they do make time for a short “two minute or less” video. One that provides a teaser for products or services they need or a quick demo of a new device or sensor. Video snippets are the gifts that keep giving, providing wanted content for your potential customers and new opportunities for your sales funnel by tracking all those that download and watch.
Case studies rule the utility convention program
And what do attendees want most as they enter the session halls? Angie, Conference Manager at Utility Products, understands that they want like-minded case studies. Utility executives and workers both want to know what has worked best for their competitors and peers, the good, the bad and the ugly details. The utility industry is known to be slow in decision-making – even stodgy, but allowing customers to tell your success stories is the tried and true standby for peer recognition, speaking opportunities and media coverage, she suggested.
Releasing news grabs attention for your product
As with any major conference in your industry, news that clears the clutter is the go-to tool that will provide the most immediate impact for your company, service or product. No longer the new kid on the block at this year’s show, my client IUS Technologies announced their one-phase and three-phase transformer monitor which utilizes carbon nanotube technology, a disruptive concept to the world of sensors.
This announcement led to a dozen media briefings and homepage coverage on Greentech Media, the number one publication for all things energy.
Start preparing for DISTRIBUTECH 2014 right now–get your client case studies ready, share your success stories, and if you want to speak at a conference session, let’s start filming those videos now.
Reach out to our energy marketing practice us at Write2Market for any support you need–or just for an encouraging conversation! See you next year at DTECH.