strategic insights study market insights

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Pentonmarketingservices.com | 1 Campaign Concept 1: Aging Transformers Campaign Concept 2: Sustainability & Energy Efficiency Campaign Concept 3: Automotive Campaign Concepts: Message, Content, Topics, Influencers, Additional Media Opportunities Marketing Funnel: Brand Awareness, Consideration, Conversion, Re-Engagement Industry Overview

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Penton Digital Research Strategic Insights Study Market Insights Sample

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Page 1: Strategic Insights Study Market Insights

Pentonmarketingservices.com | 1

Campaign Concept 1: Aging Transformers

Campaign Concept 2: Sustainability & Energy Efficiency

Campaign Concept 3: Automotive

Campaign Concepts:

Message, Content, Topics, Influencers, Additional Media Opportunities

Marketing Funnel:

Brand Awareness, Consideration, Conversion, Re-Engagement

Industry Overview

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Industry Analysis: TransformersOpportunity to address evolving and aging transformer industry

PAIN POINT: AGING TRANSFORMERS Saving money is key for engineers – offering

options to replace materials in transformers instead of replacing the whole piece is appealing.

PAIN POINT: MAINTENANCE Maintenance tips for improving transformer

performances and lifespan – service cycle Transformer failure and replacement Safety and ensuring fire prevention Insulation breakdown/corrosion

CONFUSION Confusion around temperature rise and insulation

system temperature rating, and how they interact

ENERGY EFFICIENCY Cost savings, energy saving is important to this

group, but they need to understand what materials are energy efficient and why they should be using it.

TOP CONVERSATION SOURCES

Forums, industry websites, news, word-of-mouth

INFLUENCERS Edvard Csanyi – EIC of EEP, Electrical

Engineer Frank Mortensen – Industry expert, worked

at ABB Nad Moodley – Chief engineer, 18 years

experience of asset management of power transformers

Georg Daemisch – 15 years experience with lifetime assessment of transformers

OPPORTUNITIES Demonstrate how Nomex® insulation is a

durable, reliable, and cost-efficient solution

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MESSAGING DuPont™ can help get old transformers back in working and

reliable order when buying a new one is not an option. Benefits: Providing options to restoration/maintenance, beyond

just supplying to new transformer builds Opportunity to address pain points: Changing workforce with

many specialists retiring, hesitation and budget restrictions to adapt new tools and technologies, aging fleet, routine failure rates

TARGETS Transformer designers Transformer maintenance workers Purchasers – those making the purchasing decisions for new

pieces/solutions

CONTENT

Topics How to continue to sustain and maintain older transformers Efficiently addressing life cycle and tips for lifespan extension How can DuPont™ help address insulation failure rates and

causes

Content marketing funnel

Leverage each stage to promote proper messaging and raise thought leadership & brand awareness reliable DuPont™ materials for transformers.

Campaign Concept 1: Aging TransformersTransformer industry needs direct info and tips for maintaining aging fleets

BrandAwareness

Consideration

Conversion

Re-engagement

Visuals/infographic – Show how Nomex® insulation is an efficient and compliant choice for bringing older transformers up to speed

Webinar – Show how Nomex® insulation is an efficient and compliant choice for bringing older transformers up to speed.

Cost savings calculator & analysis – Show savings over time by using a more sustainable material in the transformers; “Failure estimation” tips to help pinpoint anticipated failure time

Education – Continuing Education through self-paced training modules

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DISTRIBUTION

Quora groups Electrical Engineering Electrical Transformers

LinkedIn groups Electrical Power Engineers International Symposium on Electrical Insulation IEEE Power & Energy Society

Industry publications/ trade associations Transmission & Distribution World (Penton) Transformers Magazine INMR (Independent transmission & distribution info resource)Influencer Outreach Rick Bush, Editor-in-Chief, T&D World Edvard Csanyi Editor-in –Chief, Electrical Engineer at EEP Georg Daemisch (15+ years experience in lifetime assessment

of aging transformers)Additional Media opportunity alignment Establish solid relationship with Transmission & Distribution

(T&D) World Opportunity to reach large circulation of industry

professionals Higher potential for advertising success and content

(webinar) engagement

Social best practices It’s important to show that DuPont™ can provide compliant and

reliable insulation materials to help update aging transformers Share infographics and visuals on social channels, and reach

out to influencers for content and thought leadership opportunities.

Transformer Content Example

Midwest Electrical Testing blog with power transformer focus

Campaign Concept 1: Aging TransformersTransformer industry needs direct info and tips for maintaining aging fleets

Good insight on new transformer industry segment

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Industry Example: “Life Expectancy” FormulaAssessing Transformers for Next-Step Recommendations

Example: Provides recommendations on how to calculate what the best next step is (maintain or replace) Could be a big incentive for

transformer designers, operators, maintenance workers, etc.

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How Others are Addressing Transformer Life CycleContent and events aimed at educating industry professionals

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Revising transformer maintenance processesProcess needs to be “re-engineered” to improve custom service delivery Analysis of current transformer maintenance processes uncovered major weaknesses: Outdated communication platforms – “paper driven systems” Maintenance service chains often lack reliable Internet platforms, causing transformer

manufacturers to be “less capable of tracking customer needs and less able to deliver fast, cost effective, high quality and highly customized services”

Manufacturers need: Spare parts and pieces on hand to keep operations running smoothly Quick-response electronic systems and applications

WHAT THIS MEANS FOR DUPONT™: Need to ensure, if they don’t already, that they are dealing with manufacturers they sell to as

efficiently as possible If it’s consistently a long-winded process to order and receive Nomex® supplies, manufacturers

are likely to start looking at another competitive product

Big opportunity to develop a multi-faceted app for manufacturers that helps keep inventory organized and makes ordering new parts an efficient process

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Transformer Failure and ReplacementIndustry insights on topics that need to be addressed

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Transformer Industry InfluencersWebsites and Professional Groups

INFLUENCERS

Nad Moodley Chief engineer in large power utility, 18 years experience in asset management of power transformers

Frank Mortensen Experience in the industry while working for ABB as business development manager.

Georg Daemisch 15+ years experience and success with lifetime assessment of transformers (aka aging transformers)

WEBSITES AND MAGAZINES

Transformers Magazine

INMR Independent transmission & distribution info resource

The Transformer Association North American Transformer Association

LINKEDIN

IEEE Power Electronics Society Technical Committee on Sustainable Energy

Transformers "Key place to get quick and reliable answers about transformers from 11,000+ experts and professionals in transformer industry"

High voltage electric power equipment

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Campaign Concept 2: Sustainability & Energy Efficiency

Promotion of sustainable & energy efficient concepts are gaining ground in the industry. DuPont™ needs to prove sustainability across the entire brand.

BrandAwareness

Consideration

Conversion

Re-engagement

Visuals/infographic – what makes a transformer energy efficient & sustainable?

Webinar – teach and show viewers why DuPont’s™ materials, though maybe more expensive, should be used to make a more energy efficient transformer.

Cost savings calculator & analysis – show, and let viewers engage with, how engineers can save money over time by using a more sustainable material in the transformers.

Education – continue to educate engineers around the updates within the industry surrounding energy efficient regulations & newest materials.

MESSAGING: Small changes now can significantly impact future growth and cost savings. Emphasizing what DuPont™, as a whole, has done to be an energy efficient & sustainable company.

TARGETS: R&D engineers; impacting them up front with reasons why energy efficiency and sustainability is important.

CONTENT

Topics How to select energy efficient & sustainable transformer parts What makes DuPont’s™ products energy efficient? What Sustainability & energy-efficiency means to DuPont™Content marketing funnelLeverage each stage to promote proper messaging and raise thought leadership & brand awareness around the sustainable and energy efficient DuPont™ materials.

DISTRIBUTION

Quora groups Sustainable Technology Energy Efficiency

Social best practices Show the audience how DuPont™ is energy efficient as a

company, not just as an Energy Solutions business unit. Share infographics and visuals on social channels, and reach

out to influencers for content and thought leadership opportunities.

Industry publication/ trade association

Transmission & Distribution World (Penton)

INFLUENCER OUTREACH: Sustainable Planet

ADDITIONAL MEDIA OPPORTUNITY ALIGNMENT:Partnerships with NEMA and other industry associations – have groups sponsor content for DuPont™.

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Prove sustainability across the entire brand – show how products save time and money across the industrial segments (employee time too). This does not need to include only Energy Solutions products, but the brand as a whole.

DuPont™ positions products as long-lasting and efficient, but we didn’t see much conversation or content around it.

GE’s Energy Savings Calculator functions as a way for audiences to engage with their brand and figure out how much money they’ll be saving by using energy efficient products.

Sustainability & Cost SavingsBranded sustainability/energy efficiency efforts will gain appeal of audience

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Choosing an Energy Efficient Transformer Example of types of content & topics DuPont™ can leverage for education purposes

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ABB Understands Need for Energy Efficiency

Dry-type transformers increasingly energy efficient

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Rising Trend: Energy Solutions Technology SmartGrid Sustainability in motors and transformers is increasingly important, especially with the SmartGrid plan.

ABB created a webinar about enhanced availability and sustainability of transformers. ABB sponsors the most amount of

content in Transmission & Distribution World, focusing on SmartGrid, as well as other transformer topics.

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What the Competitors are Doing in Sustainability3M Promoting use of SmartGrid Technology

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Influencers & Content Competitors focused on SustainabilitySPONSORED CONTENT WITH PENTON

ABB current runs the majority of sponsored articles with Penton’s Transmission & Distribution World publication.

Renewable resource and SmartGrid technology is a large component of the Grid Optimization section, which is an ideal place for DuPont™ to run content for thought leadership.

INFLUENCERS

ABB sponsors a lot of content and hosts webinars and posts other content regarding sustainability.

SUSTAINABLE PLANT magazine posts about sustainability for transformers and is a place to also offer commentary on articles. NEMA is often mentioned in these articles, and a formal relationship/partnership is essential.

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Industry Analysis: AutomotiveAutomotive/Motors

TOP SOURCES LinkedIn Forums:

Electromogen: Electric motors and generators

Electric Drive & Machine Professional Engineering Group

Industry Websites: eDrive EC&M (Penton site)

PAIN POINTS Preventing electrical fires with different

insulation types – foam, tape, different thicknesses of paper

Muffling motor sounds Insulating hybrid motors for better MPG,

performance, and reliability Thermal management in HEV/EVs Providing abrasion-resistance insulation,

especially near stators How to test for insulation issues in the motor Different insulation needs for different voltages

OPPORTUNITIES Show how DuPont™ insulation improves

performance and reliability of hybrid electric vehicle ((H)EV) motors and generators

Brithinee partnership

FUTURE INDUSTRY STANDARDS Fuel and emissions standards driving

significant changes in vehicle design “Lightweighting” autos

CONVERSATIONS Winding/rewinding motor wiring appears to

be recurring topic of interest and source of questions

Safety and OSHA

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Campaign Concept 3: Automotive

BrandAwareness

Consideration

Conversion

Re-engagement

Visuals/infographic – what makes motors energy efficient? What different motors need

Webinar – teach and show viewers why DuPont’s™ materials for motors, and demonstrate how they work in hybrid motors

Cost savings calculator & analysis – cost savings product comparison chart & mobile app for on-the-go engineers

Education – continue to educate engineers around the updates around different needs within the motor industry

MESSAGING: DuPont™ materials help improve performance & reliability

TARGETS Hybrid motor engineers R&D

CONTENT

Topics How to select the best parts for hybrid motors How to test for issues on or in motors Difference insulation needs for different voltages & motors Motor Alliance ProgramContent marketing funnelLeverage each stage to promote proper messaging and raise thought leadership & brand awareness around the sustainable and energy efficient DuPont™ materials.

DISTRIBUTION

Social best practices It’s important for the audience to know how DuPont™ is

energy efficient as a company, not solely as it relates to Energy Solutions business unit.

Share infographics and visuals on social channels, and reach out to influencers for content and thought leadership opportunities.

Industry publications/ trade associations

Transmission & Distribution World (Penton)

INFLUENCER OUTREACH: The Snell Group

ADDITIONAL MEDIA OPPORTUNITY ALIGNMENTPartnerships with Motor Alliance program

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Partnerships Similar to Brithinee Opportunity to rejuvenate and create content around Motor Alliance Program Invite other motor design and repair companies to participate in alliance program Content opportunities (case studies, white papers, videos), in addition to gaining brand advocates

and demonstrating DuPont’s™ thought leadership in motor insulation market

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Electric Motor Industry ExamplesEfficiency and reliability continue to be industry expectations

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Motor Industry ExamplesEfficiency and reliability continue to be industry expectations