In this industry, long-term survivors build their strategies around a core of marketing essentials.

Coupons

Although they have traditionally been associated with a handful of industries, coupons are viable resources for energy management systems and products business marketing. Percentage discounts, volume discounts, and bundling offers are standard coupon fare. In a typical coupon scenario, energy management systems and products business operations combine coupons with targeted messaging and purchase incentives. Coupled with other marketing techniques, a steady stream of legitimate coupon promotions can incentivize periodic customers to increase the frequency of purchases from your company.

Public Relations Strategies

Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.

Generating Buzz

Never underestimate the value of good buzz with consumers. You've heard it said before: Word of mouth is the best form of promotion for products and brands. For an energy management systems and products business, meaningful brand conversations have the ability to transform the impact of your marketing efforts. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.