Launching an Energy Internet of Things (IoT) Player into the Market
Blue Pillar is a leading provider of critical power and energy management solutions for complex single site and centralized multisite facilities. The company’s energy management software platforms push the industry forward in a vision for smart, connected, centrally managed and energy-conscious buildings and campuses.
Blue Pillar is an emerging player that was challenged with raising its profile in a highly competitive market dominated by big-name energy industry players. Blue Pillar needed to differentiate its products and solutions, establish its consultative expertise, and position executives as thought leaders. Evolving the company story beyond the facility managers traditionally targeted by the company was also essential to reaching a new c-level buying audience.
Using its latest product as a hook for a larger company launch, Merritt developed new compelling messages and storylines – highlighting the company’s connectivity and IoT capabilities – to reach Blue Pillar’s core audiences. Merritt’s multi-pronged campaign encompassed a media relations, analyst relations, content development, speaking and awards programs, pay-per-click advertising, and social media support.
Merritt helped Blue Pillar raise the company’s profile around the product launch by securing feature coverage in publications such as GreenTech Media, Smart Grid Today, Energy Manager Today, CivSoure, Connected World, Network World, M2M Evolution, Constructech and others. Merritt also secured and wrote contributed thought leadership pieces in outlets such as AutomatedBuildings, Health Facilities Today, BUILDINGS and Federal Times. Merritt was also able to secure four speaking slots within just months of launching the program including the NFMT 2015 Conference, Critical Power, West Coast Energy Management Congress, and 2015 ASME Power & Energy events. Additionally, over the course of two months, the ad campaign brought in 1,564 clicks and served over 700,000 impressions, helping raise awareness around BluePillar's brand.