Launching a green transportation brand for electric hybridsGreen Transportation - Electric Hybrids
Communicating the value of emerging technology requires an integrated marketing approach
Crosspoint Kinetics, a start-up from Cummins Crosspoint, was created to take the purchased technology for a retrofit electric hybrid to market. The Kinetics Hybrid for was built for class 3-7 buses and truck fleets that had more frequent stops which would allow the system to capture energy from regenerative braking.
The company conducted a soft launch in 2013 into a competitive and uncertain alternative fuels market place. Green transportation industries competed against each other to become the platform standard (e.g. CNG, propane, EV, or natural gas). And it still required a fair bit of education, validation and persuasion to get ROI-focused fleets to see the potential value in going green.
Federal and several state agencies were offering up to 50% grants to early adopters of some sustainable technology and the Kinetics Hybrid was approved to participate in the program. And then, it was time to get the word out.
challenge
- The Cummins Crosspoint marketing team was already stretched and didn’t have bandwidth to launch a new product.
- A highly competitive green transportation market saw technologies battling for acceptance and some sectors mounting massive lobbying efforts to get laws favorable to them drafted.
- Hybrids were generally perceived as an older technology. The first wave of Prius’ hybris peaked in 2009.
- As a new entrant, the Kinetics Hybrid had zero market recognition and was not yet specified as an approved vendor for public transit bus fleets.
solution
Crosspoint Kinetics appointed me as their contract marketing chief to help build the hybrid’s brand visibility among public transit and private sector fleet managers. I embedded with the Kinetics’ team – positioning the brand, developing a cost-effective lead generating strategy, managing the day-to-day marketing execution, and implementing sales and marketing systems to facilitate lead nurturing. Deliverables included:
- Market research and planning
- Public relations blitz
- Brand positioning
- Website development
- Advertising development
- Budgeting and media buying
- Lead generation
- Account-based marketing
- Collateral and content (articles, case studies, etc.)
- Email marketing
- Digital advertising
- Trade show and event marketing
results
- Brand awareness of the hybrid climbed 34% in just one year.
- Planned and managed active marketing calendar including more than 20 key industry shows in one year, $100k” in targeted advertising, ongoing drip campaigns, news events, and more
- Aligned marketing efforts with the sales team’s outreach plan to better identify and nurture targeted leads and initiated a reseller channel program, all resulting in a $4 million dollar pipeline.
- Pitched and secured more than 100 positive news articles and guest editorials (in Mass Transit Magazine, Fleet Owner, Green Fleet and others).
- Established marketing relationship with key truck manufacturers to encourage hybrid purchases for new truck builds and secured spot on approved vendor lists for public transit fleets.
Do you want to see similar, measurable results for your brand? It’s time to get more from your marketing and I can help. Let’s start with a conversation.
“Rob seamlessly embedded with our sales and production teams to define the brand and quickly build interest in the Kinetics Hybrid, managing the multiple marketing channels in a cost effective and impactful way.”
