How Do You Market in a Commodity Environment? w/ Tom Weirich
- Nick Centera
- Apr 28
- 3 min read
Ever wondered how some companies manage to stand out in the crowded world of renewable energy? Well, you're in for a treat. I recently had a fascinating chat with Tom Weirich, the head of marketing at EDP Renewables North America. Tom's got some incredible insights on how brands can differentiate themselves and why community engagement is the secret sauce to success in this industry. Let's dive in!
The Role of Community in Renewable Energy:
Tom kicked off our conversation by emphasizing the critical role of community involvement in renewable energy projects. He shared some eye-opening examples of companies that have nailed this approach:
Apex Clean Energy: Based in Charlottesville, Virginia, Apex has made a name for itself by engaging local communities. Tom explained, "If you do not involve the local community in the development of a project from the first day, you've lost them." Apex's strategy involves:
Building partnerships with local schools to promote STEM education. Collaborating with local landowners and agricultural owners to view renewables as a "drought-free crop." Offering sincere partnerships that focus on both economic and educational opportunities.
Tom's point is clear: Community engagement isn't just a nice-to-have; it's a must-have for long-term success.
Innovation Beyond Technology:
Now, let's talk innovation. Sure, we all love the latest tech gadgets, but Tom believes innovation goes beyond just technology. He highlighted some brilliant examples:
NextTracker: This company has strategically aligned itself with the domestic steel industry. Tom praised their approach, saying, "They've tied their success to the success of domestic manufacturing of steel." Here's how they do it:
Collaborating with the steel industry to support domestic manufacturing. Ensuring visibility at key industry events, like ribbon cuttings with union workers. Crafting a narrative that ties their brand success to broader economic stories.
Tom's takeaway? Innovation in marketing and community relations can be just as impactful as technological advancements.
Personal Narratives and Industry Growth:
One of the most heartwarming parts of our chat was when Tom shared stories of individuals who have been inspired by renewable energy projects. He believes these personal narratives are vital for attracting the next generation of workers. Here are a few highlights:
Technicians Turned Advocates:
Tom recounted stories of technicians who grew up watching renewable projects being built and are now part of the workforce. "These stories are just so heartfelt," he said. "They inspire others to follow a STEM career and join the renewable energy movement." Ambassadors for Renewables: Tom emphasized that everyone in the industry, from interns to CEOs, is an ambassador for renewables. "We all have a story to tell, and it's all worthwhile to hear," he added.
These personal stories not only inspire but also create a sense of pride and purpose within the industry.
The Interconnectedness of the Industry: Tom and I also discussed the interconnected nature of the renewable energy industry. He shared some thought-provoking insights:
Collaboration Over Competition:
"We're all interconnected," Tom said. "One day we're competing for an RFP bid, and the next day we might be selling projects to each other." This collaborative spirit is what makes the industry unique. Learning from Competitors: Tom believes there's a lot to learn from competitors, especially when it comes to marketing and messaging. "We need to put some serious dollars into marketing and be a united front," he urged.
Conclusion: So, what's the big takeaway from my chat with Tom Weirich? It's simple: The renewable energy sector thrives on community, innovation, and personal narratives. By embracing these elements, the industry can continue to grow and make a positive impact on both local and global scales.
