The best part about being in business in 2019 is you can exclusively control your company’s message. Thanks to a tiny technological development called the internet there’s really no need for expensive ad buys or pushing out press releases. You’ll just be wasting your time and energy — sort of like using coal instead of solar.
LinkedIn, Facebook, Twitter, Instagram and myriad other social media sites have made it exponentially easier to share your story — so there is no more excuse — especially if you happen to be in the marketing department of a renewable energy company.
From solar power to electric cars, the smart energy sector has a decidedly massive advantage over many others when it comes to branded content. And, here’s why: these companies are doing good. After all, helping shrink the earth’s carbon footprint is no small feat.
Think of Tom’s for a second. You know, the company which began by giving away a pair of shoes to the disadvantaged for every pair purchased. At first, so-called experts thought it was a crazy concept. But it turns out, consumers like doing good. Now, Tom’s is helping in other areas, including with mental health, the homeless epidemic and ending gun violence.
So, don’t shoo me away.
Alternative energy companies’ key to branding success is tapping into one’s social conscience, empathy and the desire to help others.
And, what better way to do this than thru human, honest and heartfelt visual storytelling? How you spread your message is up to you.
Let me digress for a moment.
Growing up as a kid in New Jersey I never really understood the tagline for Sym’s, a once popular men’s discount suit store: The old man in the commercial always ended by saying, “an educated consumer is your best customer”.
Forty years later, it makes perfect sense.
And, it’s directly related to my point about renewable energy. Your customers are generally well-educated — they’re making a deliberate decision to use a product that is better for the environment.
So, back to spreading your message. You probably can’t go wrong with interviewing satisfied customers. They will be your best advocates. And, they’re a proverbial breath of fresh air.
Here’s another idea.
Speak to your own employees on camera. Why did they choose to work for you over a more conventional company? Do they feel they’re doing a greater good? For them, it’s very likely not just about the dough.
Then there are out-of-the-box concepts. But those I’m not giving away so easily. Let’s see what you can come up with on your own!
But I will share this final important point.
Not everyone is on board with alternative energy. Some customers simply don’t believe wind and solar work. They may even think it’s all part of some left-wing progressive conspiracy.
My advice? Don’t get bogged down in the battle of right versus left — we get enough of that on Twitter as is.
So, forget the subjective and go with the objective.
Make the message about the bottom line instead. And, hit the customer where it really counts — in the wallet — by showing these cautious consumers how much they’ll save using your solar panels over more traditional energy sources.
A short brand film can accomplish a lot from building a strong public image to reassuring reluctant buyers about their purchase. In the end, you will be creating stronger brand royalty.
Remember, almost as powerful as the energy you’re producing is the message you’re presenting.