marketing technical dictionary

A handy guide to essential marketing and technical vocabulary in the energy eciency world Marketing-Technical Dictionary Marketing-Technical Dictionary Creative Energy Source Become Bilingual – Learn Marketing AND Tech Speak Let’s assume that you do not speak Swahili. Wouldn’t you have a dicult time trying to convey complex ideas to someone who only spoke that language? Try to think of marketers and engineers in much the same way. We all get caught up in our own jargon – “direct install, O&M costs, prescriptive” vs. “market engagement, open rates, and social media messaging.” is will not change. e solution is to take the time to learn your colleagues’ language. Technical vocabulary Marketing vocabulary AIDA brand reinforcement concept mining content generation cooperative marketing customer engagement design by committee infographic integrated marketing market engagement market segmentation mass media messaging metrics open rate program collateral social media acronyms of any sort audit ballast building envelope capital investment projects color rendering index (CRI) direct install kilowatt hour low-ow aerators measure O&M costs prescriptive program retro-commissioning simple payback standard/custom program total resource cost walk through audit AESP Marketing-Technical Dictionary Marketing Side AESP Marketing-Technical Dictionary AIDA (Attention, Interest, Desire, Action) Sales and messaging model to inuence high-potential, non- participant market actors. AIDA is also taught to contractors to help them identify where customers are within the decision making process to implement energy ecient measures. usage example: According the AIDA sales model, Jim’s Fabulous Fried Chicken is in the “desire stage”. Time for me to seal the deal! AESP Marketing-Technical Dictionary brand reinforcement Creating and developing recognizable, themed program identity packages to promote branded program (and cross- program) marketing campaigns. usage example: e brand reinforcement police will arrest you if you change the colors of our logo and add that energy-saving talking sh. AESP Marketing-Technical Dictionary concept mining Web concept mining is the mining, extraction and integration of useful data, information and knowledge from Web page content. usage example: Since I know nothing about at plate heat exchangers, I will be doing some concept mining today lest we look foolish in the Wonderful World of Flat Plate Heat Exchangers white paper. AESP Marketing-Technical Dictionary content generation Solicitation of topics and ideas from internal team and/or with input from client regarding specics they’d like to see in marketing materials. usage example: I need help with content generation for the next trade ally newsletter or else it will be all about my cat and her hobbies. AESP Marketing-Technical Dictionary cooperative marketing Marketing campaigns of which clients or trade allies share a percentage of the advertising or promotion costs. ese campaigns may also involve the cooperative agreement in which trade allies or other interested parties promote and/or sell their products along with the campaign program, adding legitimacy to the partnership. usage example: Since most of our trade allies have small marketing budgets, the co-op marketing plan will be a great resource and will help them advertise. AESP Marketing-Technical Dictionary customer engagement Refers to the engagement of customers with a company, a brand or one another. usage example: Twitter is a great tool for customer engagement. Oer energy saving tips though, not photos of your meals. [...]... educate and engage customers (as well as find a date for Friday night) AESP Marketing- Technical Dictionary AESP Marketing- Technical Dictionary Technical Side AESP Marketing- Technical Dictionary acronyms of any sort There is no better way to confuse a customer than through the use of multiple acronyms or abbreviations in program or marketing materials The exception is in writing, in which case the rule... what is most important – the energy savings, the environmental benefits or the free snuggie? AESP Marketing- Technical Dictionary metrics Measurement by which a marketing campaign is judged usage example: The high participation metrics for the eblast campaign brings me immense joy! AESP Marketing- Technical Dictionary open rate Measure of how many people on an email list open (or view) a particular email... Halides and You – was just not enticing enough?” AESP Marketing- Technical Dictionary program collateral Branded marketing materials aimed at generating awareness and assisting trade allies in promoting program services usage example: Tom is heading out to visit some small businesses Load him up with program collateral! AESP Marketing- Technical Dictionary social media Means of interactions among people... email AESP Marketing- Technical Dictionary market engagement Collaboratively engaging a market by raising awareness of energy efficiency to promote behaviors and practices that acquire energy savings usage example: This is the city’s first energy efficiency program Education and market engagement will be key to the program’s success AESP Marketing- Technical Dictionary market segmentation Marketing startegy... plastics manufacturing energy efficiency program AESP Marketing- Technical Dictionary mass media Strategic print, online and broadcast advertising campaigns that align with client brands and other active programs usage example: Let’s promote the program through a mass media campaign rather than having Bob go door to door AESP Marketing- Technical Dictionary messaging Strategic promotional concept that... participated in EnergyAdvantage programs www.midamericanenergy.com/ee AESP Marketing- Technical Dictionary 25% Approximately 2 machinery facili have committed multiple energy measures integrated marketing Targeted, integrated approach that drives customers to a program via multiple communication mediums usage example: With our integrated marketing campaign, they are sure to learn about our new promotion If... term on the report or any marketing materials Consider terms such as “energy efficiency improvements or projects” Alternative approach: Energy efficiency improvements made to your business can bring you many advantages, including greater employee and customer comfort, increased productivity, more efficient operating systems, and lower utility bills AESP Marketing- Technical Dictionary color rendering... costs AESP Marketing- Technical Dictionary simple payback When we offer a “simple payback” estimate, we are providing a customer with an assumption of the amount of time it will take them to recover the funds they initially invested in their energy efficiency improvement This is calculated by dividing the initial installation cost by the annual energy cost savings, and is very effective when marketing. .. as “energy assessment.” Alternative approach: Get a clear picture of what your utility bills are paying for and how your facility uses energy by signing up for an energy assessment today AESP Marketing- Technical Dictionary ballast Everybody knows that an electrical ballast is a device used to limit the amount of current in an electric circuit, right? Wrong We often see the term “ballast” thrown around... Business-Owner, you can save thousands of dollars off the energy bills for your warehouse when you take advantage of the opportunities available to you in ACME Utility’s Lighting Rebate Program! AESP Marketing- Technical Dictionary building envelope Also known as “building shell” or “building enclosure,” we know this to be the physical separator between the interior and the exterior environments of a building . essential marketing and technical vocabulary in the energy eciency world Marketing-Technical Dictionary Marketing-Technical Dictionary Creative Energy Source Become Bilingual – Learn Marketing. payback standard/custom program total resource cost walk through audit AESP Marketing-Technical Dictionary Marketing Side AESP Marketing-Technical Dictionary AIDA (Attention, Interest, Desire, Action) Sales. Fabulous Fried Chicken is in the “desire stage”. Time for me to seal the deal! AESP Marketing-Technical Dictionary brand reinforcement Creating and developing recognizable, themed program