Our conference chairman Dr. Fridrik Larsen dropped by at the offices of Edenspiekermann in Berlin and sat down with our keynote speaker Martin Stadler to discuss the conference and energy branding.
We have partnered up with people who share our vision of how energy will be driven by consumers and that the turbine that will generate consumer power is branding. One of our fellow visionaries is Martin Stadler of Edenspiekermann. Martin will be speaking in Reykjavik in September and Edenspiekermann is a strategic partner of the conference.
Martin wrote an excellent article titled The Future of Branded Energy. Martin goes over why it’s urgent for energy companies to update their marketing efforts and how they should engage in branding.
Energy company communication can often feels like the marketing of the ’90s—the 1890s. But several factors are driving fundamental changes. While the privatization of energy companies happened 10 to 20 years ago, the energy industry seems to be a late bloomer when it comes to branding. Evolving customer expectations and the realities of contemporary communication within the market are also moving things forward.
The full article can be found in the Edenspikermann online magazine here.
A new white paper by LarsEn Energy Branding is out now. The whitepaper is titled “Why do consumers dislike us? – The effects of liberalization of energy markets on consumer’s perception towards the utilities”
The abstract states that:
[…] the focus of this paper is on consumers’ attitudes towards liberalization in an attempt to evaluate its effects on the company’s marketing function. The paper draws on findings from a qualitative study that used 11 focus groups from five European countries[…]. The paper argues that the recent liberalization does have a strong effect on a sizable portion of consumers and should not be overlooked while devising a successful and segmented marketing strategy. The effects should be acknowledged and addressed before taking on traditional marketing functions such as general image building.
Furthermore, the whitepaper concludes that:
The marketing communication should be based on addressing the negatives, instead of merely focusing on the general image of brands. A marketing approach based on providing consumers with information is more likely to be efficient. An authentic and humble approach where a particular utility communicates in an honest way to consumers and shows them that the utility is working for their customers as opposed to only making money and protecting special interests. The utilities also need to show their social responsibility in action and sway their customers into seeing that the utility is able handle the responsibility of operating a company in a recently liberalized market. Furthermore, that the company will not take advantage of the fact that in most countries there are relatively few available energy companies to choose from. By taking steps of this nature the results should materialize in an increased goodwill of household energy consumers. Moving on, the utility managers can stop asking themselves “Why don’t consumers like us?”
The full whitepaper can be downloaded at the LarsEn Energy Branding website.
The most accessible exotic island on Earth!
A long list of things and places and imagery is often used to describe Iceland but what the category or the concept that describes Iceland the best would be exotic. That is great when most people think of conferences as things that occur only in cities that they have visited over and over. The downside is that most people would further describe exotic distant, remote, far away et cetera.
The fact of the matter is that Iceland is not so far away. The conference might be situated in the middle of the Atlantic but it is quite close to both Europe and North America. There are over 24 international airlines that flying to Iceland from over 70 locations. It doesn’t matter if you live in Barcelona or Anchorage – Dublin or Boston – you are only a short flight away from the conference.
Flight time to Iceland:
USA: 5 hours from the east coast and 7 hours from Seattle
UK, Ireland & Scandinavia: 2-3 hours
Rest of Europe: 3-4 hours
How to book the ticket to Iceland
There are two Icelandic airlines, Icelandair and WOW Air. Both of which fly to major cities on both sides of the Atlantic. Icelandair offers stopovers in Iceland at no additional cost for passengers travelling between N-America and Europe.
Where to stay during the conference
A block reservation was booked at hotels near the conference hall over a year ago. That means that prices for the rooms are below the market price today but since it’s another record year for tourism in Iceland, hotel space is quickly becoming limited up in Reykjavik at the time of the conference.