Bristol PR agency advises renewables firm on marketing strategy


Content-driven marketing company, Content Communications, is working with new client Solar Slate, who provide integrated solar roof tiles, to define its top-level messaging and build a framework for future marketing activity.
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Content Coms organised a workshopping session for key members of the Solar Slate team, including its Commercial Director and Managing Director. The session, chaired by Joanna Watchman, centred around the idea of ‘defining customer personas’.

Joanna Watchman, Managing Director of the B2B marketing firm, Content Coms, says: “Defining customer personas is just another way of asking: Who are your customers? What are they looking for? What are their common goals, questions, uncertainties?

“These may seem like obvious questions, but many companies don’t take the time to step outside of their business and actually find the answers. What’s more, different members of the team are likely to bring different perspectives to the table. Without taking on board all of these perspectives, you can’t fully understand your customers. And only once you understand your customers can you begin to appeal to them effectively – ultimately winning more business.”

For Solar Slate, who also specialise in solar panels for listed buildings, the workshopping process was a valuable one which will set the framework for its overall marketing messages. Content Coms, a specialist in technology PR, will be working with Solar Slate on an on-going basis to deliver marketing that successfully appeals to its customers’ needs.

Joanna Watchman comments: “The session with Solar Slate was extremely productive. It’s so important to set time aside to understand what makes your customers tick. Marketing requires more than a one-size-fits-all approach. Tailoring marketing messages to different customer groups is what can really achieve competitive advantage.”