Entry Category: Excellence In Writing, Feature Story
Entry Title and Organization: IMARK Now Electric Vehicle Market Article Excellence in Writing – Feature Story, Creative Marketing Alliance
Award Received: Silver
Challenges: Conflicting data put out by various auto manufacturers made it difficult to understand exactly where electric vehicle growth trends stood today.
Description: This article tackled an emerging opportunity for the very traditional electrical distribution industry to adapt to changing attitudes about sustainability through the development of electric vehicle infrastructure in various regions of the country.
Strategy: IMARK Now is a must-read for over 8,000 electrical industry professionals who are a part of the IMARK Group—the nation’s largest buying/marketing network of independent electrical distributors and leading electrotechnology manufacturer vendors. CMA writes much of the content and is responsible for brainstorming creative ways to cover industry trends, new products, management issues and emerging opportunities for growth. When the team suggested tackling the topic of electric vehicles for the magazine’s “Sustainability Scene” section,
the IMARK Group advisors jumped at the chance to showcase an emerging opportunity for their membership from an honest perspective. This meant truly educating members on the reality of where this market stands, since news reports continue to state that electric vehicles in general have yet to fully catch on and are showing declining sales year after year.
Tactic: Writer Kaitlin Friedmann researched the topic extensively and interviewed four representatives from leading manufacturers participating in the electric vehicle market. After pulling together a significant amount of data, a common theme became apparent—“if you build it, they will come.” This line borrowed from the Kevin Costner movie Field of Dreams summed up the state of the development of infrastructure to support this new sustainable transportation method. The message was clear to readers that while vehicle sales are not growing, opportunities exist for distributors to supply parts to create various types of charging stations. Municipalities, airports, institutions and residential structures are currently being funded in anticipation of electric vehicles going more mainstream in the next 10 years.
Results: The article received praise from readers and the manufacturer representatives who were interviewed, solidifying that it was a topic well worth exploring.