marketing technical dictionary

To improve the energy efficiency of machinery manufacturing facilities, MidAmerican Energy Company provides incentives through their EnergyAdvantage ® programs.. Control your utility bil

A handy guide to essential marketing and technical

vocabulary in the energy efficiency world

Become Bilingual – Learn Marketing AND Tech Speak

Let’s assume that you do not speak Swahili Wouldn’t you have a difficult time trying to convey complex ideas to someone who only spoke that

language? Try to think of marketers and engineers in much the same

way We all get caught up in our own jargon – “direct install, O&M

costs, prescriptive” vs “market engagement, open rates, and social media messaging.” This will not change The solution is to take the time to learn your colleagues’ language

Technical vocabulary

kilowatt hourlow-flow aeratorsmeasure

O&M costsprescriptive programretro-commissioningsimple payback

standard/custom programtotal resource cost

walk through audit

AESP Marketing-Technical

Dictionary Marketing Side

AIDA

(Attention, Interest, Desire, Action) Sales and messaging model to

influence high-potential,

non-participant market actors AIDA is also taught to contractors to help them identify where customers are within the decision making process

to implement energy efficient

measures

usage example:

According the AIDA sales model,

Jim’s Fabulous Fried Chicken is in the

“desire stage” Time for me to seal the deal!

brand

reinforcement

Creating and developing

recognizable, themed program identity packages to promote

branded program (and

cross-program) marketing campaigns

usage example:

The brand reinforcement police will

arrest you if you change the colors of our logo and add that energy-saving talking fish

concept

mining

Web concept mining is the mining, extraction and integration of useful data, information and knowledge from Web page content

usage example:

Since I know nothing about flat plate heat exchangers, I will be doing some

concept mining today lest we look

foolish in the Wonderful World of Flat Plate Heat Exchangers white paper.

content

generation

Solicitation of topics and ideas from internal team and/or with input from client regarding specifics they’d like to see in marketing materials

usage example:

I need help with content generation

for the next trade ally newsletter or else it will be all about my cat and her hobbies.

usage example:

Since most of our trade allies have small marketing budgets, the

co-op marketing plan will be a great

resource and will help them advertise.

customer

engagement

Refers to the engagement of

customers with a company, a brand

design by

committee

Disparaging term for a design

process in which a team of persons, often representing organizations with an interest in the outcome, produce a design in collaboration The term is used to refer to

suboptimal traits that such a process may produce as a result of having

to compromise between viewpoints

of the participants, such as needless complexity, internal inconsistency, logical flaws, banality, and the lack

Let’s move this here.

infographic

Graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly

Infographics can improve cognition

by utilizing graphics to enhance the human visual system’s ability to see patterns and trends

usage example:

Gaining Efficiencies

Manufacturing

As Iowa’s second largest manufacturing industry, machinery is a significant contributor to Iowa’s economy and overall energy use To improve the energy efficiency of machinery manufacturing facilities, MidAmerican Energy Company provides incentives through their EnergyAdvantage ® programs

Control your utility bill now by implementing cost-effective, energy efficiency measures with MidAmerican Energy’s EnergyAdvantage technical assistance and financial incentives By utilizing process and non-process related energy efficiency measures available through the EnergyAdvantage programs, you can reduce project simple payback while benefitting from long-term energy savings, without compromising product quality

www.midamericanenergy.com/ee

Sources:

(1) REX TCS™ Thermal Control System Cuts Energy by 33% on Plastic Extruder at PACTIV Case Study [Wisconsin Focus on Energy BP-3206-0108], 2008.

(2) CIRAS - Iowa Manufacturing: Machinery [Iowa State University of Science and Technology: http://www.ciras.iastate.edu/industry.asp?i=333], 2012.

(3) Assessment of Energy and Capacity Savings Potential in Iowa [Cadmus, Nexant Inc and First Tracks Consulting], 2012

(4) ISPP Joint Assessment Study [Nexant and MidAmerican Energy], 2010.

Emerging Energy Efficiency Technologies

Day Lighting

with Tubular Skylights

Time, leadership, resources and a good energy plan are essential to increasing efficiencies at any facility A key

barrier to strategic energy management for machinery manufacturing companies can be the basic resources

needed to be successful MidAmerican Energy can assist with these needed resources through its EnergyAdvantage

programs, which provide technical assistance and financial incentives for energy efficiency improvements.

To learn more about MidAmerican Energy’s EnergyAdvantage savings or energy efficiency improvements, call

your MidAmerican Energy representative at 800-894-9599 or visit www.midamericanenergy.com/ee

The average machinery facility can save approximately 16 percent

of their annual energy costs

by implementing leading energy efficiency measure recommendations

The machinery industry in Iowa could save $7.6 million in annual energy costs by reducing energy use by 5 percent

More than half of the eligible machinery facilities

in MidAmerican Energy’s territory have participated in EnergyAdvantage programs

Approximately 25 percent of machinery facilities in Iowa have committed to installing multiple energy efficiency measures

Consider these cutting-edge energy efficiency projects for machinery manufacturing.

In general, electric-driven equipment uses five times less energy than compressed air-powered equipment Using cordless electric assembly tools instead of pneumatic tools minimizes

compressed air system demand, thus reducing compressed air energy use

Light tubes direct natural sunlight through a roof-mounted dome to the work space, reducing the need for artificial overhead lighting With the use of area light sensors and centralized controls,

artificial lighting can be dimmed or turned off, typically saving 5 to 25 percent annually

Paint booths and coating systems typically are ventilated with 100 percent outside air that requires seasonal heating and cooling to maintain useable work temperatures Localizing ventilation demand to areas where volatiles or containments exist can save a significant amount

of energy relative to ventilating the entire facility Implementing controls to shut down ventilation during production down times or implementing advanced air recirculation systems can minimize energy waste and control costs In some high-temperature applications, exhaust heat recovery

to the outside air inlet also can be a cost-effective energy efficiency project

integrated

marketing

Targeted, integrated approach that drives customers to a program via multiple communication mediums

usage example:

With our integrated marketing

campaign, they are sure to learn about our new promotion If they don’t see the bill insert, they will certainly see the email.

market

engagement

Collaboratively engaging a market

by raising awareness of energy

efficiency to promote behaviors and practices that acquire energy savings

usage example:

This is the city’s first energy efficiency

program Education and market engagement will be key to the

program’s success.

market

segmentation

Marketing startegy that involves dividing a broad target market into subsets of consumers who have

common needs (and/or common desires), as well as common

applications for the relevant

goods and services Depending

on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, such

as location or income Marketing campaigns can then be designed and implemented to target these specific customer segments, addressing

needs or desires that are believed to

be common in this segment, using media that is used by the market segment

usage example:

Since I suspect not every local

business has an electric-injection molding machine, we should

probably do market segmentation

for the plastics manufacturing energy efficiency program

mass media

Strategic print, online and broadcast advertising campaigns that align with client brands and other active programs

usage example:

Let’s promote the program through a

mass media campaign rather than

having Bob go door to door.

messaging

Strategic promotional concept that

is meant to get across a certain

message about the goods or services the company is promoting

usage example:

We need to hone our messaging on

this campaign and decide what is most important – the energy savings, the environmental benefits or the free snuggie?

metrics

Measurement by which a marketing campaign is judged

usage example:

The high participation metrics for the

eblast campaign brings me immense joy!

open rate

Measure of how many people on an email list open (or view) a particular email campaign 20 to 40 percent open rate is average in the industry

usage example:

“Oh no, we only had a nine percent

open rate for the email! Could it be

that our subject line – Metal Halides and You – was just not enticing

enough?”

program

collateral

Branded marketing materials

aimed at generating awareness and assisting trade allies in promoting program services

usage example:

Tom is heading out to visit some small businesses Load him up with

program collateral!

social media

Means of interactions among

people in which they create, share, exchange and comment on content among themselves in virtual

communities and networks

usage example:

By utilizing social media, you can

educate and engage customers (as well as find a date for Friday night)

AESP Marketing-Technical

Dictionary Technical Side

acronyms of any sort

There is no better way to confuse a customer than through the use of multiple acronyms or abbreviations

in program or marketing materials The exception is in writing, in

which case the rule is to write the phrase out fully the first time you use it and then put the acronym in parentheses From there on out in your written text, you can use the acronym or abbreviation

Alternative approach:

Make sure when you replace

fluorescent bulbs – also known as CFL’s (compact fluorescent lamps) – that they are disposed of properly

or recycled.

audit

The word “audit” can often have negative connotations due to its assimilation with the IRS and taxes Therefore, most audiences will be more receptive to a softer term, such

as “energy assessment.”

Alternative approach:

Get a clear picture of what your

utility bills are paying for and how your facility uses energy by signing up for an energy assessment today

ballast

Everybody knows that an electrical ballast is a device used to limit the amount of current in an electric circuit, right? Wrong We often see the term “ballast” thrown around

in materials that introduce or

explain energy efficiency lighting or lighting upgrades, but this makes

no difference to the typical user When they see that rebates are available for a certain number of ballast replacements, they might not realize that they could be eligible Best to keep the “electric-speak” between you and the electrician

end-Alternative approach:

Mrs Business-Owner, you can save thousands of dollars off the energy bills for your warehouse when you take advantage of the opportunities available to you in ACME Utility’s Lighting Rebate Program!

building

envelope

Also known as “building shell” or

“building enclosure,” we know this

to be the physical separator between the interior and the exterior

environments of a building (i.e walls, windows, doors or any barrier

of a building that keeps the hot/cool air in/out.) When customers hear

“building envelope,” however, they might envision a very large mailing device

Alternative approach:

Rebates are available for

weatherization improvements, such

as insulation, vent sealing and the replacement of inefficient windows with high-efficiency windows.

capital

investment

projects

A new capital investment project

is important for the growth and expansion of a company Although this may resonate with large

business owners, we find that

small business owners may not

understand how energy efficiency improvements may affect them

in a similar manner Use your

discretion here – some may respond well to capital investment, but

we don’t typically use this term

on the report or any marketing materials Consider terms such as

“energy efficiency improvements or projects”

Alternative approach:

Energy efficiency improvements made

to your business can bring you many advantages, including greater employee and customer comfort, increased

productivity, more efficient operating systems, and lower utility bills

color

rendering

index (CRI)

Engineers, electricians or

contractors will often refer to the

“CRI” or “color rendering index associated with LED (light emitting diode) lighting when speaking to customers about lighting efficiency upgrades This will likely mean

nothing to the average business customer, unless it is explained in terms of how the lighting may affect the appearance of their business or product

Alternative approach:

Remember to advise retail business owners about how new, efficient LED lighting may actually improve the color reproduction of their inventory compared to how it looks under older, inefficient lighting.

likely going to tune out this type

of terminology Most direct install programs are designed to appeal to customers who don’t have a lot of capital to make energy efficiency improvements on their own

Therefore, to enable these hard to reach customers to save energy over the long-term, they are offered free assessments and some equipment is installed directly when the assessor

is on site

Alternative approach:

ACME Utility’s energy advisors will complete a free energy assessment and install free energy-saving products so you can start saving right away!

kilowatt hour

The kilowatt hour (symbol kWh) is

a unit of energy equal to 1000 watt hours While the term “kilowatt hour” is commonly used by

electrical distribution providers for purposes of billing or in reference to savings targets, the typical consumer doesn’t necessarily recognize why this term may be important to their bottom line Best to refer to savings

as they equate to the consumer’s wallet, as opposed to only their total watt hours

low-flow

aerators

While most consumers have at least one aerator in their building, they might not know what it is However, the term “faucet” tends to be easily recognizable whether the customer

is commercial or residential

Alternative approach:

ACME utility’s energy advisors will install free low-flow adaptors to your faucets when they perform the energy assessment of your home