In today’s crowded and competitive energy markets, many product manufacturers fall short in their marketing, writes Andy Beck, Executive Vice President of Makovsky’s energy and sustainability practice.
“They’re forgetting a vital principle: that we motivate behavior by understanding and addressing the desires of the end-user customer. Vaunting product attributes–the default marketing formula among many companies–will only move the needle so far. What’s often lacking is the missing link: direct marketing to end-user customers, based on genuine insight into how the products benefit end-users and addresses their needs.” […]
“One of the best ways that companies can begin to engage with end-users directly is through specialized “vertical” media. As opposed to marketing through a blanketed wide-ranging approach, the vertical strategy focuses on targeted sources where interested customers look to get specialized information. There is a web of trade journals, blogs, Internet forums, and social media outlets that target every relevant end-user, including those who influence them. This media is usually on the look-out for quality content–be it bylined articles or expert commentary. There are few better ways to build a company’s reputation with the individuals or groups that will ultimately purchase and use their product.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]
Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]
Invitation: sharing session, Singapore, 30 March 2015 What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]
Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]
Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.