strategic insights study market insights
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Penton Digital Research Strategic Insights Study Market Insights SampleTRANSCRIPT
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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
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