Product category:
Drives, motors and power transmission, couplings, clutches
News Release from: ABB Automation Tech (Drives and Motors) | Subject: Electrical Industry Award
Edited by the Manufacturingtalk Editorial
Team on 13 November 2001
ABB wins Award for its Six Step Plan
ABB has won the Electrical Industry Award for Marketing with a campaign promoting its "Six Step Energy Saving Plan".
ABB has won the Electrical Industry Award for Marketing with a campaign promoting its "Six Step Energy Saving Plan" The award was presented during a ceremony at the Hilton London Metropole in London 25 October in front of an audience from all sectors of the electrical industry
This article was originally published on Manufacturingtalk on 25 Jun 2001 at 8.00am (UK)
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The jury's motivation was that ABB had taken advantage of the government's legislation on Climate Change to market its products with a well structured campaign offering of free energy audits, comprehensive financial packages and written guarantees of improvements in process efficiencies.
"We are naturally very pleased to be winning this award in the face of stiff competition," says Ian Rennie, Division President Automation Technology Products for ABB in the UK.
"But more importantly, the Six Step Energy Saving Plan has shown many users a way to make great energy savings.
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Far from marketing gloss, this is a plan that delivers real benefits." ABB launched its Six Step Energy Saving Plan during the spring of 2001 to coincide with the introduction of the Climate Change Levy.
"Energy efficiency has long been one of ABB's guiding principles.
The market interest stimulated by the introduction of the Climate Change Levy gave us a perfect opportunity to bring our message to the fore," Rennie says.
To raise awareness about the impact high efficiency motors and variable speed drives can make on energy consumption, an integrated marketing campaign was launched using seminars, direct mail, advertising, media relations, web and multimedia.
A simplified energy surveying method was devised, enabling users to identify applications where energy saving measures could be introduced with short payback.
The actions on the ground, central both to the concept and the implementation of the campaign, were delivered through ABB's network of channel partners in the ABB Drives Alliance and ABB Motor Service Partner networks.
A brochure outlining the six steps to greater energy efficiency was produced to underpin the campaign.
Each step contains a set of actions that ABB can help the end user accomplish.
The six steps are: Step 1 - The Facts: Providing the user with the facts about the Climate Change Levy and UK government actions to encourage greater energy savings.
Step 2: - The Savings: Demonstrating to the user just how much can be saved at his plant.
Step 3 - The Finance: Showing how investments can be financed.
Step 4 - The Products: Making the user aware of the ABB products available to achieve these savings.
Step 5 - The Proof: Showing how great energy savings have been achieved elsewhere with replacement drives and motors.
A booklet with 100 case studies was published in addition to the brochure.
Step 6 - The Action: Putting users in touch with the local ABB Channel Partner, principally by means of a series of Technology Days and Breakfast Briefings.
As a result of the campaign, nearly 100 energy surveys have been conducted to date.
Orders pending as a result are in excess of GBP 2 million and the potential benefit to the environment is a reduction in CO2 emissions of over 4,000 tonnes per year.
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