Tendril: Smart Energy For Life

Situation

  • Technology innovator looking to differentiate itself in a crowded market that lacks concrete definition
  • Known entity in some of the more niche "green" circles, but relatively undiscovered in the larger energy/utility market
  • Need to reach the primary audience of utilities while also creating a latent demand with key stakeholders in the consumer market

Objectives

  • Elevate profile to grow overall market awareness and raise attention, specifically among utilities, energy providers and key investors
  • Build deep relationships with a broad range of stakeholders (media, analysts, bloggers, customers, policy makers and regulators)
  • Become an industry resource and thought leader on topics specific to the energy efficiency vertical, as well as the broader smart energy movement

Tactics

  • Re-launch the company under its new flagship product while communicating an emerging market need for residential energy management
    • Pre-brief a wide array of business, consumer and utility-focused reporters, analysts and bloggers on the news
  • Leverage momentum to stay top-of-mind with key influencers
    • Develop a steady drumbeat of pitches and reactive commentary on key energy efficiency issues of the day
    • Capitalize on partner announcements and other company news to keep reinforce Tendril's story in new, engaging and innovative ways
  • Develop thought leadership platforms and avenues to gain visibility for key Tendril personalities; pursue a broad approach to speaking engagements and media strategy

Results

  • Secured coverage in leading print and online publications including The Wall Street Journal, Associated Press, WIRED, New York Times.com, CNET, GigaOm and BusinessWeek TV, among others
    • To date, received more than 41 unique articles in all
    • Overwhelming amount of coverage mirrored Tendril's key messaging
  • Considerably raised industry visibility of Tendril's executive bench at a broad range of key industry shows, including Autovation and GridWeek
    • To date, secured more than eight speaking slots and a win for Tendril as Best Late Stage Investment by the Department of Energy's National Renewable Energy Lab (NREL)
    • Launched the company blog and secured ongoing opportunities for contributed content in publications that speak directly to prospects (i.e. Utility Products Magazine)
  • Increased visibility led to direct acknowledgement by investors and the Board, added buzz among VCs and the analyst community, partnership inquiries from major companies in the space and an increase in inbound requests from journalists across the spectrum