Marketing-Technical Dictionary

A handy guide to essential marketing and technical vocabulary in the energy efficiency 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 difficult 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.” This will not change. The solution is to take the time to learn your colleagues’ language.

Technical vocabulary

Marketing vocabulary

AIDA brand reinforcementconcept miningcontent generationcooperative marketingcustomer engagementdesign by committeeinfographicintegrated marketingmarket engagementmarket segmentationmass mediamessagingmetricsopen rateprogram collateralsocial media

acronyms of any sort auditballastbuilding envelopecapital investment projectscolor rendering index (CRI)direct installkilowatt hourlow-flow aeratorsmeasureO&M costsprescriptive programretro-commissioningsimple paybackstandard/custom programtotal resource costwalk through audit

AESP Marketing-Technical

Dictionary

Marketing Side

AESP Marketing-Technical Dictionary

AIDA (Attention, Interest, Desire, Action)

Sales and messaging model to influence 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 efficient 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!


brand reinforcementCreating and developing recognizable, themed program identity packages to promote branded program (and cross-program) marketing campaigns.

usage example: The brand reinforcement police will arrest you if you change the colors of our logo and add that energy-saving talking fish.


concept miningWeb 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 flat 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.


content generation Solicitation of topics and ideas from internal team and/or with input from client regarding specifics 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.


cooperative marketing Marketing campaigns of which clients or trade allies share a percentage of the advertising or promotion costs. These 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.


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. Offer energy saving tips though, not photos of your meals.


design by committee Disparaging term for a design process in which a team of persons, often representing organizations with an interest in the outcome, produce a design in collaboration. The term is used to refer to suboptimal traits that such a process may produce as a result of having to compromise between viewpoints of the participants, such as needless complexity, internal inconsistency, logical flaws, banality, and the lack of a unifying vision.

usage example:

Love it!!

Hate it.

Can we see it with more blue?

Do we even need this project at all?

Let’s move this here.


infographic Graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly. Infographics can improve cognition by utilizing graphics to enhance the human visual system’s ability to see patterns and trends.

usage example:

Gaining Efficiencies in Machinery Manufacturing

As Iowa’s second largest manufacturing industry, machinery is a significant contributor to Iowa’s economy and overall energy use. To improve the energy efficiency of machinery manufacturing facilities, MidAmerican Energy Company provides incentives through their EnergyAdvantage® programs.

Control your utility bill now by implementing cost-effective, energy efficiency measures with MidAmerican Energy’s EnergyAdvantage technical assistance and financial incentives. By utilizing process and non-process related energy efficiency measures available through the EnergyAdvantage programs, you can reduce project simple payback while benefitting from long-term energy savings, without compromising product quality.

www.midamericanenergy.com/ee

Sources:(1) REX TCS™ Thermal Control System Cuts Energy by 33% on Plastic Extruder at PACTIV Case Study [Wisconsin Focus on Energy BP-3206-0108], 2008.(2) CIRAS - Iowa Manufacturing: Machinery [Iowa State University of Science and Technology: http://www.ciras.iastate.edu/industry.asp?i=333], 2012.(3) Assessment of Energy and Capacity Savings Potential in Iowa [Cadmus, Nexant Inc. and First Tracks Consulting], 2012. (4) ISPP Joint Assessment Study [Nexant and MidAmerican Energy], 2010.

Emerging Energy Efficiency Technologies

Day Lighting with

Tubular Skylights

Cordless Assembly Tools

Ventilation Control

Technologies

WHERE TO START Time, leadership, resources and a good energy plan are essential to increasing efficiencies at any facility. A key barrier to strategic energy management for machinery manufacturing companies can be the basic resources needed to be successful. MidAmerican Energy can assist with these needed resources through its EnergyAdvantage programs, which provide technical assistance and financial incentives for energy efficiency improvements.

To learn more about MidAmerican Energy’s EnergyAdvantage savings or energy efficiency improvements, call your MidAmerican Energy representative at 800-894-9599 or visit www.midamericanenergy.com/ee.

16% 5% 51% 25%

The average machinery facility can save approximately 16 percent of their annual energy costs by implementing leading energy efficiency measure recommendations.

The machinery industry in Iowa could save $7.6 million in annual energy costs by reducing energy use by 5 percent.

More than half of the eligible machinery facilities in MidAmerican Energy’s territory have participated in EnergyAdvantage programs.

Approximately 25 percent of machinery facilities in Iowa have committed to installing multiple energy efficiency measures.

Consider these cutting-edge energy efficiency projects for machinery manufacturing.

In general, electric-driven equipment uses five times less energy than compressed air-powered equipment. Using cordless electric assembly tools instead of pneumatic tools minimizes compressed air system demand, thus reducing compressed air energy use.

Light tubes direct natural sunlight through a roof-mounted dome to the work space, reducing the need for artificial overhead lighting. With the use of area light sensors and centralized controls, artificial lighting can be dimmed or turned off, typically saving 5 to 25 percent annually.

Paint booths and coating systems typically are ventilated with 100 percent outside air that requires seasonal heating and cooling to maintain useable work temperatures. Localizing ventilation demand to areas where volatiles or containments exist can save a significant amount of energy relative to ventilating the entire facility. Implementing controls to shut down ventilation during production down times or implementing advanced air recirculation systems can minimize energy waste and control costs. In some high-temperature applications, exhaust heat recovery to the outside air inlet also can be a cost-effective energy efficiency project.


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 they don’t see the bill insert, they will certainly see the email.


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.


market segmentation Marketing startegy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires), as well as common applications for the relevant goods and services. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, such as location or income. Marketing campaigns can then be designed and implemented to target these specific customer segments, addressing needs or desires that are believed to be common in this segment, using media that is used by the market segment.

usage example: Since I suspect not every local business has an electric-injection molding machine, we should probably do market segmentation for the plastics manufacturing energy efficiency program.


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.


messaging Strategic promotional concept that is meant to get across a certain message about the goods or services the company is promoting.

usage example: We need to hone our messaging on this campaign and decide what is most important – the energy savings, the environmental benefits or the free snuggie?


metrics Measurement by which a marketing campaign is judged.

usage example: The high participation metrics for the eblast campaign brings me immense joy!


open rate Measure of how many people on an email list open (or view) a particular email campaign. 20 to 40 percent open rate is average in the industry.

usage example: “Oh no, we only had a nine percent open rate for the email! Could it be that our subject line – Metal Halides and You – was just not enticing enough?”


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!


social media Means of interactions among people in which they create, share, exchange and comment on content among themselves in virtual communities and networks.

usage example: By utilizing social media, you can educate and engage customers (as well as find a date for Friday night).


AESP Marketing-Technical

Dictionary

Technical Side


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 is to write the phrase out fully the first time you use it and then put the acronym in parentheses. From there on out in your written text, you can use the acronym or abbreviation.

Alternative approach:Make sure when you replace fluorescent bulbs – also known as CFL’s (compact fluorescent lamps) – that they are disposed of properly or recycled.


audit The word “audit” can often have negative connotations due to its assimilation with the IRS and taxes. Therefore, most audiences will be more receptive to a softer term, such 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.


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 in materials that introduce or explain energy efficiency lighting or lighting upgrades, but this makes no difference to the typical end-user. When they see that rebates are available for a certain number of ballast replacements, they might not realize that they could be eligible. Best to keep the “electric-speak” between you and the electrician.

Alternative approach:Mrs. 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!


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 (i.e. walls, windows, doors or any barrier of a building that keeps the hot/cool air in/out.) When customers hear “building envelope,” however, they might envision a very large mailing device.

Alternative approach:Rebates are available for weatherization improvements, such as insulation, vent sealing and the replacement of inefficient windows with high-efficiency windows.


capital investment projects A new capital investment project is important for the growth and expansion of a company. Although this may resonate with large business owners, we find that small business owners may not understand how energy efficiency improvements may affect them in a similar manner. Use your discretion here – some may respond well to capital investment, but we don’t typically use this 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.


color rendering index (CRI) Engineers, electricians or contractors will often refer to the “CRI” or “color rendering index associated with LED (light emitting diode) lighting when speaking to customers about lighting efficiency upgrades. This will likely mean nothing to the average business customer, unless it is explained in terms of how the lighting may affect the appearance of their business or product.

Alternative approach:Remember to advise retail business owners about how new, efficient LED lighting may actually improve the color reproduction of their inventory compared to how it looks under older, inefficient lighting.


direct install What the heck does direct install mean? Have you ever tried to explain what you do to a friend that doesn’t work in our industry? Do their eyes glaze over when you say direct install? While it makes perfect sense to us, a customer is most likely going to tune out this type of terminology. Most direct install programs are designed to appeal to customers who don’t have a lot of capital to make energy efficiency improvements on their own. Therefore, to enable these hard to reach customers to save energy over the long-term, they are offered free assessments and some equipment is installed directly when the assessor is on site.

Alternative approach:ACME Utility’s energy advisors will complete a free energy assessment and install free energy-saving products so you can start saving right away!


kilowatt hour The kilowatt hour (symbol kWh) is a unit of energy equal to 1000 watt hours. While the term “kilowatt hour” is commonly used by electrical distribution providers for purposes of billing or in reference to savings targets, the typical consumer doesn’t necessarily recognize why this term may be important to their bottom line. Best to refer to savings as they equate to the consumer’s wallet, as opposed to only their total watt hours.

Alternative approach:The Happy Customer Company is now saving more than 9,500 kilowatt hours a year and enjoying more than $1,000 savings on their annual utility bill.


low-flow aerators While most consumers have at least one aerator in their building, they might not know what it is. However, the term “faucet” tends to be easily recognizable whether the customer is commercial or residential.

Alternative approach:ACME utility’s energy advisors will install free low-flow adaptors to your faucets when they perform the energy assessment of your home.


measure “Measure” is a term that is often used in the utility DSM/Energy Efficiency program industry, but one that customers are not initially familiar with. In customer-facing program documents, the term needs a qualifier for large customers (i.e. energy-efficiency measure) or a more customer-friendly term should be used with small- to medium-sized business and residential customers.

Alternative approach:ACME Utility is offering rebates for a variety of energy-efficient measures improvements for your home or business.


O&M costs Auntie-Em costs? Excuse me? Similar to the acronym rule, remember to spell out exactly what O&M is. When hearing or seeing the term in reference to one’s own business, they might have an easier time following along when you say or use the full term: “operations and maintenance.”

Alternative approach:You’ll see a reduction in your operations and maintenance costs by taking advantage of ACME Utility’s HVAC Tune-up program.


prescriptive program The utility DSM/Energy Efficiency industry typically describes prescriptive programs as a program in which specific rebates are assigned to specific types of equipment. Everyone knows what a prescription is, when they receive one from their doctor. However, equating the term “prescriptive” to saving money or energy can be a big pill for the average consumer to swallow. Best to call it like it is – whether an energy savings rebate or energy savings incentive program.

Alternative approach:Introducing a new equipment rebate program from ACME Utility, designed to make it easy for you to save money and energy while enjoying a more comfortable home.


retro-commissioning Those of us in the utility DSM/Engineering Efficiency industry know that retro-commissioning is an organized approach to identifying operating problems within facilities and their operating systems. But when they hear “retro”, the typical customer may envision a contractor in bell-bottoms and platform shoes attempting to sell energy efficient disco balls. Remember to take the time to educate the consumer about what the retro-commissioning process actually entails and how they will benefit from the process.

Alternative approach:With ACME Utility’s retro-commissioning service, we’ll verify and document that your key building systems are performing in accordance with their defined operational needs to help you reduce both energy consumption and operating costs.


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 an efficiency program. If the simple payback is short, it almost always helps close the deal. The disadvantage to simple payback, however, is that it cannot account for maintenance costs, inflation, or other influences outside of an engineer’s control.

Suggestion:When making simple payback estimates, be sure to clarify that they are only estimates, else risk disappointing a customer if the savings don’t meet expectations.


standard/custom program Standard to you and me may not be “standard” to the Happy Customer Company. Similar to the use of “prescriptive” to name an incentive or rebate program, using the term “standard” and/or “custom” might not give enough detail to stimulate interest or participation from your customers. If you have incentives or rebates available for a broad spectrum of efficiency opportunities, help them understand which opportunities might be most relative to their situation.

Alternative approach:ACME Utility has a number of savings opportunities available for our customers, regardless of whom or where they are. Learn how we can help you save money and energy in your home, office, factory, even shower!


total resource cost Total resource cost is the net cost of a DSM program based on the total costs of the program, including both the participants’ and the utility’s costs. Generally, customers will not have a need to understand what the utility’s program costs are, unless it has a substantial impact on the customer’s costs. However, the utility and their contractor teams all need to have an understanding of what a program’s total resource cost is, in order to effectively plan and budget.

Alternative approach:The total resource cost for ACME Utility’s Commercial Rebate program was minimal, as compared to the positive effects it had on the local business community.


walk through audit When you tell a customer that you will perform a “walk through audit” chances are that they will not know what this entails. They might envision an IRS agent showing up at their door, ready to take a leisurely stroll through the building. Take the time to explain what will take place when an energy advisor arrives.

Alternative approach:When you sign up for an energy assessment, ACME Utility’s energy advisor will evaluate your home’s energy efficiency and make recommendations for improvements to help you save energy and money. They will also explain how you may qualify for other rebate programs.


To download the complementary white paper, Marketing/Technical Translation Dictionary – A Handy Guide to Essential Marketing and Technical Vocabulary in the Energy Efficiency World, please visit the Nexant Creative Energy Source website - www.Nexant.com/CreativeEnergy. Please note that the online portfolio can be viewed by typing in the password nexant (case sensitive).

Nexant’s Creative Energy Source is a team of seasoned marketing professionals with expertise in project management, graphic design, branding, communications and market research. With a thorough knowledge of marketing best practices in the energy industry, Nexant’s Creative Energy Source develops creative and innovative solutions to promote and build awareness for energy efficiency programs.

Contact us at [email protected] to learn more!

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Marketing-Technical Dictionary