Energy & Utilities
Go-to-Market of a Smart Home product (Internet of Things)
Context
Within a major Energy company, give support to the launch of a new smart home product (IoT) in parallel to company rebranding repositioning & communication
Objectives
- Define and roll-out of communication approach
- Align market communication
- Define a sales strategy & channels to manage sales volumes
- Be the link between Marketing and Communication
- Define phased launch roadmap over 7 months period
Our Approach
- Define roles & responsibilities within the Go2Market team
- Confirm 3-phased launch roadmap: End February: testing on Batibouw, April: Awareness campaign, September: Commercial campaign
- Agree on a collaboration framework with Marketing & Communication departments
- Define communication & sales channels
- Agree on target audiences and subsequent sales pitches & USPs
- Manage agencies for production of TV and radio ads, as well as post-sales videos for self-care pages on major energy company site
- Validate & implement full communication planning
- Define a specific approach for social media
- Align on expected sales output with installation capacities on the field
Results
- Batibouw trial was successful, exceeding sales targets by 164% and gathering important feedback from the field
- April launch performed as scheduled
- April communication fully aligned with a rebranding campaign
- Gradual awareness build-up on social media going as planned
