Marketing for Renewable Energy case study: Smartcool Australia
In this marketing for renewable energy case study we look at what we achieved for Smartcool Australia.
Smartcool Australia combines world-leading heating, ventilation, air-conditioning, refrigeration (HVAC/R), and energy efficiency products with specialised expertise and a proven track record of measurable system improvements.
The Brief
Smartcool Australia engaged Sustainable Marketing Services to help achieve the following goals:
- Bring the strengths of their brand, products and service to life
- Explain their technical products in a simple and engaging way
- Support the sales team to increase leads and conversion rates.
Marketing Activities at a Glance
We started by discovering Smartcool’s unique brand positioning as “The Proven HVAC/R Energy Efficiency Innovators”. We developed four key words/themes to describe the brand's essence, “HVAC energy specialist, High performance, Proven, and Supportive”.
The brand positioning was brought to life in a visually engaging corporate brochure (view). We explained the benefits of Smartcool’s complex products using compelling and easy-to-understand messages such as “cooling down energy consumption for savings”.
A corporate presentation (view) was developed for use in boardroom presentations and iPads. The engaging presentation uses facts, figures and case studies to demonstrate the credibility of Smartcool’s brand.
A tradeshow strategy was developed for the Air conditioning, Refrigeration and Building services industry tradeshow - ARBS 2012. This involved developing a design for a trade stand, a touch-screen microsite (developed by iSonic websites), a video (created by Xander Video), product flyers and an invitation.
Smartcool Australia ARBS Tradeshow Design
The Results
Energex and Coles have advised Smartcool Australia that the corporate brochure made it easier to understand what Smartcool does and the benefits of their products. Over 50% of the prospects invited to the 2012 ARBS presentations accepted Smartcool’s invitation including a very significant prospect. Scott Gregson from Smartcool has indicated that they now have enough leads to keep them busy for the next 18 months. “You have simplified our complex products. The conversations at ARBS were less technical and more corporate which made selling easier. Our branding looks more professional which has increased confidence in our business. We even need to employ more staff.”
We believe there are three success factors to marketing for renewable energy businesses with technical products like Smartcool Australia. The first factor is discovering Smartcool’s unique brand story. The second factor is transforming their complex solutions into simple plain English. The third factor is using a consistent, engaging design and compelling key messages across all marketing activities.
Testimonial
“Let me start by saying thank you, to Maria and her team. Maria has been assisting us for the best part of 10 months, Maria’s goal is to take the brand of our small family business and position us alongside our customers.
We have come from a very technical beginning over the last 8 years and until now have had a very engineered and complex marketing look. Maria and her team have now delivered us with a new look that is fresh, clear and understandable.
Our current and potential clients now clearly and simply understand what we offer, we have not changed who we are or what we offer, we now simply deliver our business in a less complex format.
By simplifying our sales process and enhancing our corporate brand, we have taken our sales process from typically 12-18 months to 3-6 months. Allowing our business to rapidly expand to meet our client demands.
More recently our long term clients have commented on how our new look has cemented their trust in us, a long-term supplier.
With a client base ranging from the high-end domestic market to the boardroom of large multinationals, and with positive comments coming from companies like Hastie services, Ergon Energy, Australia Post and others, I have no hesitations to recommend Maria and her team to help with any ideas you may have.”
Scott Gregson, Smartcool Australia
Where to from here?
Feel free to give us a call, email, or use our contact form to discuss your project and how we can help you.
Call us on 07 3446 5837 or 0402 095 699.