NETCOM - NETWORKING THE COVENANT OF MAYORS NETCOM - NETWORKING THE COVENANT OF MAYORS Covenant of Mayors, Committed to local sustainable energy

Bees


Marketing strategy and arguments

STEP 1 : Overall Strategy

Build up a strong argumentation

  1. Define the characteristics of your offer, and link them with benefits for your target audience.
  2. Keep in mind the motivations/needs of your target and their limitations/constraints.
  3. Emphasize your difference/your assets

Example: You publish a monthly newsletter on urban energy issues.

Advantages for the target:

  • no need to seek information by themselves (time-consuming, sometimes difficult),
  • can stay informed about what is going on in their activity sector,
  • can discover best-practices of other actors,
  • can access information about financial possibilities,
  • etc!

Be careful of the vocabulary you will use

When elaborating your message you must take a particular attention to the words you use: it has to be adapted to your target - technical lingo, youngsters vocabulary, etc., will not be understood by everyone!

Project coordinated by Energy Cities,Supported by Intelligent Energy – Europe: for a sustainable future and ADEME