Digital Marketing Campaigning in Vestas- effective digital marketing in a World of Wind
Some examples of current or past challenges that you have had in your marketing campaigning (preferably b-t-b)?
Agenda 1. Introduction to Vestas and the wind industry 2. Building a digital campaign platform 3. From World of Wind to Energy Transparency 4. Learnings so far
The world leader in wind energy Vestas is the world largest manufacturer of wind 1 turbines with more than 30 years of experience with wind energy We employ more than 19,000 people worldwide 19,000 from app. 85 nationalities We monitor 22,000 turbines, or 38,000 MW, day 22,000 and night and the data is used for efficient service planning and pre-emptive maintenance We have installed more than 46,000 turbines in 69 46,000 countries worldwide spanning six continents We have an installed base of 50 GW, 67% higher 50 GW than our closest competitor* which is enough clean wind energy for 19 million European homes 4*Source: BTM Consult, 2012
Characteristics of the wind industry• Large investments – sales cycles up to several years, the “product” is plus 20 years of cash flow• Multiple stakeholders – customers are mainly large utilities or developers, but multiple other stakeholders (politicians, advisors, financiers, and more)• Rapid growth market – from double digit growth rates (2005 – 2010) to single digit (2010 - 2012)• Increased competition – large conglomerates (Siemens and GE) and low price, aggressive Chinese competitors (Goldwind, Sinovel etc.)• High focus area – sustainability is a high interest area with wind being the most mature renewable energy source
Launching the new V112-3.0 MWSome key challengesFROM A VESTAS PERSPECTRIVE FROM A MARKETING PERSPECTIVE• First new turbine platform since 2003 (V90-3.0 MW) • V112-3.0 MW already released for marketing in 2009• A new product in a market with heavy focus on business case certainty • No suitable digital platform for execution• Loss of market share to power brands • Many and very differentiated external stakeholders• Low customer satisfaction (from sellers to buyers • Multiple internal stakeholders market in 2008) • New value proposition to be communicated
Campaigning through World of WindCross channel approachCONTENT CONTROL PLATFORM DEVELOPMENT• Mapping of key stakeholders and key interests • Development of a modular video library where (existing resources mapped) campaign strings could be created quickly and with customization options• Creation of targeted messaging based on our value proposition • 42 videos with subtitles in 8 languages (easy to use backend wizards for easy local usage) structured• Multiple channel approach to ensure awareness around the new value drivers • Customized sites were created across stakeholders, value drivers, regions and more • eDMs were sent to selected customers on behalf of our sales force directing them to WoW • Full transparency on performance by tracking across sites
Example of user journeySimple version 1 2 WE ATTRACT THE STAKEHOLDER WELLCOME THROUGH TARGETED 1:1 CAMPAIGNS THE MESSAGE RECEIVER LOG ON TO THE V112 PUBLIC AD AND/OR DM MAIL (OR 3. CHANNEL) CAMPAIGN LANDING PAGE ... 5 AND HE CAN INVITE COLLEAGUES TO 4 THE MESSAGE RECEIVER CAN SHOW AN INTEREST 3 WHERE HE IS PRESENTED WITH THE MESSAGES (AND BUSINESS CASE PARTICIPATE ... TO LEARN MORE ... CALL TO ACTIONS) WE CERTAINTY BELIEVE ARE MOST Please IMPORTANT TO HIM ”DO YOU HAVE COLLEAGUES WHO WILL BE INTERESTED TO contact me LEARN MORE” ? NEXT HE CAN ’DRILL DOWN’ I would like to INTO THE INFORMATION HE ”ENTER CONTACT INFORMATION participate in ... FIND RELEVANT VESTAS V112 AND SEND INVITATION” TESTING
The campaign resultsIn brief• World of Wind as call to action – initiatives included online and offline media, outdoor, customer events, fairs, direct mails, and electronic direct mails• Targeted campaigns – more than 700 individuals reached with customized messages (72 customized campaigns created)• High awareness – almost 20 mio. media impressions, 0.14% average click through rate• Digital results – 75,000 unique visits, plus 7 min average time on site, 58% of targeted individuals visited the site• Harvard Business Case – the project became a Harvard Business Case as a case for new marketing thinking in the renewable energy industry• And more importantly - V112 sales reached 1 GW firm and unconditional orders October 2011 and 3 GW in September 2012
Further development of WoWFrom V112 specific to Vestas specific• Adding of content – WoW to include information about products, expertise and partnering• Change of structure/navigation – from linear approach to predefined or explorative journeys• Presentation tool – from pure marketing tool to presentation and marketing tool• More than video – new features added to include interactive tours, presentations, documents, links, and more
What we have learned so far • Smaller steps – plan, develop, execute, learn • Content first – get the content right (digital content marketing strategy in place in 2012) • Think modular, yet customized– find the right split between standardization and customization. Adding options means adding of complexity • Clear CTA on everything – know what you want to accomplish • Measure everything – marketing is not known for strong business cases12
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