Our Target Audience:
Before I describe our target audience I would like to describe our industry and its initial growth patterns. We will be distributing and installing an intelligent network of charging stations across Michigan, Indiana, Ohio and Ontario CA. This is a brand new industry that aligns with the global automotive movement to introduce plug-in hybrid and electric vehicles over the coming years and work towards the administrations goals of 1,000,000 plug-in vehicles on the road by 2015. The deployment of these vehicles will be targeted at cities that are prepared for these vehicles, meaning they have the infrastructure (charging stations) installed already. These target cities usually have a plan or charter with a local utility company, government officials, consumer advocates, potential customers, and a technology partner. There are a few research organizations involved with this and a good example is “Project Get Ready” (www.projectgetready.com).
Our goal is to sell charging stations and in order to do that we need to help bring the utility companies, government, advocates and customers together to help spur the industry. For that reason we have a bit of a complex demographic. Here is my best effort to describe it:
• Vehicle customers: 20-35 year old, well educated, environmentally conscious, upper middle class
• Utility Companies: 40-60 year old, conservative industry, reluctant to change but eager to get involved with this movement as these vehicles offer an enormous new market for them in the near future. We want our corporate image to be a bit “Shocking”, but respectful to this audience.
• Government: 40-60 years old, similar demographic as the utility companies, but they tend to be a little more liberal in some communities. This is one of our target customers.
• Public business and Entrepreneurs: 30-45 year old, looking at our industry as a growth market and excited about its potential.
Our desired corporate image is an aggressive company in a controversial area so we need our marketing and image to be bold and something to remember. The term “Shocking” in our name has two meanings; the first is we are in the business of promoting electricity as a fuel of the future, the second is fact we are going to shock the industry and transform our transit system. We want to push the envelope as far as possible without offending the conservative side of the equation with utilities and government officials. We have an existing business and logo with Shocking Motors (www.shockingmotors.com) where we are going to focus our efforts on some plug-in vehicles and battery powered mass transit buses for cities, campuses and facilities such as airports. Even though we have an existing image, I want as many creative departures from this as possible as we are debating changing all of our corporate imaging and color structure.
Like: White, Green, Blue, Orange, Red
Dislike: Purple, Grey