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• What methodology is best for quickly narrowing 3. Develop and implement tactics to tailor specific
down the preferred geographic, project profile value add message to each segment/client
and client demographic focus? audience.
• How do our teams efficiently get up to speed with The “What, When, Where, Who” approach required
competitive EPC project offerings that meet return a comprehensive database system with the ability
thresholds required by our target clients in these to hold information for thousands of projects,
new markets? companies, and contacts. To start, we acquired
information from various trade databases, internal
The textbook approach is to pick up the phone and company resources, and professional external social
begin making calls and knocking on doors, but this media sites. We now have the ability to plot at any
Rosendin Renewable Energy Group is neither an innovative nor a unique approach. In level of detail and degree of geographical focus
based on the data we receive. The diverse volume of
working smarter, we leveraged Relational Database
Utilizing Datamining Techniques Marketing techniques requiring acquisition of many data allows us to prioritize where and on whom we
focus our attention.
different relevant datasets. From here, that data was
correlated in a manner that produced actionable
information in three basic steps: The next phase in the process required action. The
RREG team took the information and created a
1. Collect relevant and accurate data for specific feedback loop that provided updated information
project types in pre-construction phase; on the targeted clients. The result was an improved
‘‘ IBEW local union location demographics; and two primary components included:
associated owner/developer contacts; project and
process for RREG’s value premise and pricing. The
Over the next five years, the cumulative
In 2016, the Rosendin Renewable Energy Group local civil contractors and suppliers.
(RREG) had its most successful year with over U.S. renewables market is expected to 1. Client specific contact and sales call strategies
$500M in revenue for solar and wind offerings. nearly triple in size, even with the slight 2. Develop segmentation schemes that prioritize designed to connect with key stakeholders
‘‘
In 2017, RREG revenues dropped, similar to the dip in 2017. target markets and divide customers into useful and decision makers in respective business
overall renewable industry; however, RREG took and actionable segments. development, engineering, and delivery
this time to position for significant growth over the -GTM Research Report departments.
next five years based on identification, pursuit and
securing new opportunities within solar, wind, and 2. Utilization of a web-based feedback program that
our newest groups, Battery Storage (BESS) and allows for real-time modification of client data to
Electric Vehicle (EV) chargers. enhance customer relations.
While the overall renewables industry will grow, The Rosendin Renewable Energy Group initiated this
much of the significant expansion will be taking growth planning process over the last year with the
place in markets east of Texas rather than the pilot program focuses on Wind and Solar expansion
traditional western markets. As is with any efforts. To date, relationships have been established
explosive industry, the market has attracted that have led to nearly 1,000MW of contracted
numerous players participating in every aspect of projects in various stages of development. Next,
project development and delivery. Today there are RREG will focus on preferred targets for Battery
many more project developer/owner clients than in Storage and Electric Vehicle Chargers nationwide, as
the past, but there are also many more competent well as maintaining a focus on specific solar and wind
competitor entrants. This creates a market shift sub-market opportunities throughout the western
towards traditional RFP driven project procurement markets.
and award processes and RREG has identified
immediate challenges: The RREG team has witnessed first-hand the
effectiveness of Datamining and Relational Database
• How can we gain the best return on time, Marketing in efficient and cost effective business
money, and resources in pursuing new development efforts for business growth.
markets and clients for its new BESS and EV
charger offerings?
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