Power Plant for All – An Integrated Approach Closely Aligned with Business Objectives
Ellie Tsai, Marketing Director of Jike Data, said: “Marketing is not just a single operation of advertising, KOLs or any marketing project, but consists of an integrated mindset closely linked to business goals and the allocation of resources at different stages.”
This article was originally published on: Customer Case Analysis of Jike Data Marketing
Introduction
Digit Spark’s Inbound Asia is an integrated marketing consultancy focused on “inbound marketing.” Through marketing analytics tools, it helps businesses identify key entry points, gradually build a customer base, and naturally attract potential customers, ultimately achieving stable traffic and driving revenue. This article will guide readers through the lens of inbound data marketing and clients’ brand marketing strategies, helping them understand key decisions in brand marketing planning.
Customer Brand Story
Chailease Holding, a long-term trusted partner for customer acquisition data marketing, established “Chailease Energy Development (Stock) Co., Ltd.” in 2015 to expand its provision of green energy and energy management services, and significantly increase its self-construction and acquisition of solar power plants; by 2016, it owned the most solar power plants in Taiwan; 201
Seven years later, together with its subsidiaries, it promoted the “Chung-Lease‧National Power Plant” solar power plant subscription platform to fulfill its corporate social responsibility of green energy and environmental protection.
With sustainable development as its goal, in addition to implementing energy conservation and carbon reduction policies, the company is committed to promoting the green energy product chain, including ESCO energy conservation financing and solar power plant investment. Its performance has been repeatedly recognized and it has been included in the MSCI Global Sustainability Index.
Digital Marketing Challenges and Customer Pain Points
In 2019, due to the scarcity of similar products on the market and the fact that solar energy was still perceived as unattainable by the public, Ellie, Director of Inbound Asia at Chailease Power Plant Consulting , hoped to help them establish a foothold in this market and introduce this new energy product to the public.
Customer acquisition data marketing solution
“When a brand enters a new market, it needs to consider multiple dimensions. If the market awareness of the product line is low, it is recommended that the brand first ‘educate the market’ by addressing issues that potential customers care about.”
With this in mind, the consultants used the Inbound Marketing Funnel to break down the marketing communication strategy for Chailease Power Plant into three phased objectives .
Phase 1 Goal: Increase Brand Awareness
Given that the target market at the time was relatively unfamiliar with solar energy products and unaware that Chailease offered solar energy-related products, Ellie, the consultant from the customer acquisition team, suggested that the marketing goal at this stage should be to link the product features with the issues that customers care about, combine brand information exposure to educate the market , and let everyone know and recognize solar energy subscription and Chailease’s national power plant.
Marketing Strategy : Plan appropriate content strategies and optimize for search engines (SEO) so that target customers will naturally see the client’s brand website when searching for relevant information. At the same time, select appropriate advertising channels to accelerate website exposure to the targeted potential customers, leave a good impression on them, and facilitate subsequent remarketing.
Second phase objective: Build brand trust and accelerate conversion intentions.
After completing the first phase of setup and securing a stable organic traffic to the website by targeting the customer base through SEO, Inbound Customer Acquisition assists clients in achieving the next marketing goal – accelerating conversion rates. This phase involves not only continuing market education but also deepening brand trust through brand interaction, social media communication, and remarketing.
Marketing Strategy : Through precise audience analysis and topic popularity assessment, select suitable KOLs and combine them with the power of social media marketing to further and accurately present the product advantages to groups with specific needs, thereby quickly increasing the motivation to purchase.
Phase 3: Create customer loyalty and cultivate a stable customer base
Considering that the biggest concern of general subscribers regarding solar panel purchases is whether after-sales services such as maintenance and operation are trustworthy, in order to attract new subscribers while also consolidating the trust of existing customers and encouraging continued purchases, we recommend that clients focus their third-stage marketing objectives on cultivating customer loyalty and strengthening brand trust .
Marketing Strategy : Segment your marketing efforts to different customer groups. Customer Acquisition Recommendation: Chailease National Power Plant should identify VIP customers from its existing customer base through membership activities (physical activities have been postponed due to the impact of the pandemic). For potential customers who are not yet members, conduct multimedia exposure to enhance brand value and trust. This will ensure that customers interested in purchasing solar energy products see the Chailease brand and related reports at various touchpoints, thereby gaining media endorsement and increasing brand credibility.
Marketing Review
- During the 2019 exposure and traffic generation phase: multiple keyword search rankings reached the first page, and CPL decreased by 5 times.
- Accelerated transition phase in 2020: Successfully sold out the product twice; CPL decreased by another 4 times.
- Brand Trust Phase in 2021: After multiple product listings, they were sold out within 24 hours, and existing members also made more repeat purchases.
Digit Spark, part of the Zhenhao Internet Media Group, integrates its six sub-brands offering data application services to provide enterprises with comprehensive and precise optimization services across five key areas: “Industry Customer Targeting,” “Performance Optimization Strategies,” “Digital Tool Integration,” “Online Voice Cultivation,” and “Brand Value Promotion.” It drives brand success through data technology.
