Channel and Communication Strategy for Ballard Power Systems Company

Ballard Communications

channel and communication strategy for Ballard power Systems Company

Ballard Power Systems: Communication channels and strategy

Ballard Power Systems is best characterized as an up-and-coming 'green' company. The company creates hydrogen fuel cells to enable organizations to use clean, renewable energy. The company is an asset both to the organizations it serves as well as to the environment. Currently, Ballard's main method of communication to the public is through its website. The website highlights the environmental principles behind the technology used by Ballard and showcases various 'green' awards the company has won, including the 2013 CITA wireless award for 'smart' green technology in the field of telecommunications. This award highlights yet another facet of the Ballard approach: reaching out to potential clients via trade shows, where this specific award was bestowed. Ballard's projects encompass a wide variety of industry applications and thus a trade show presence at many different locations is demanded throughout the year. Ballard sends out a corporate newsletter, informing clients and other subscribers about company developments and hosts a regular webinar on its efforts, including its most recent features on how its products were used as backup during Superstorm Sandy.

Ballard clearly focuses on using its website and other 'virtual' methods of communication in its outreach to the public although it does interface with local businesses via trade shows. Given that it is a high-tech company on the cutting edge of environmental science, this seems like a wise strategy. Its press materials are also focused upon information rather than general slogans and empty vision statements. Using webinars and the hands-on formats of tradeshows underlines the functionality of the product. Ballard is a B2B business -- its product is marketed to businesses rather than directly to consumers. Businesses are interested in buying the product because of the potential of hydrogen fuel cells to generate value for their companies. Using methods of communication that enable the company to teach potential clients about the benefits of hydrogen cells with clarity and specificity via web videos and through the words of experienced salespersons and newsletters that can take the time to 'spell out' the complexities of the technology are all essential for members of the public to fully understand the value that Ballard can generate. Advertising in an eye-catching and 'punchy' fashion is less important given that Ballard does not sell directly to consumers. Unlike a bar of soap or a pack of gun, Ballard does not sell 'impulse' purchases. Ballard must emphasize 'information rich' systems in its communication strategy (Information channels, 2013, Flat World Knowledge).

Communication elements

Ballard will place an emphasis on formal communication channels that enable it to disseminate information in a rich and complex fashion.

Advertising: On a formal level, Ballard's primary method of advertising will be to deploy its website in a strategic fashion to persuade potential clients that its technology can generate value for their organization; informally, Ballard can advertise its services via 'word of mouth,' as clients within different industries witness the benefits of its green technology amongst competitors (Communication channels, 2012, Exploring Business). Websites are inexpensive, once designed, and effective in their broad outreach.

PR: Public relations outreach is achieved primarily through an information rich, data-driven approach. Ballard uses information about its past successes and current innovations to demonstrate to clients its commitment to their needs and to the uses of green technology. The approach is informational as well as eye-catching, given the financial and logistical commitment demanded when buying the product. Given that clients can be reached via email, this is also a low-cost, high-impact yet targeted strategy.

Trade shows: Trade shows are likewise useful platforms, this time in a face-to-face atmosphere, to convince companies of the value of the product. Trained salespersons can demonstrate in a direct and clear presentation the value of using hydrogen cells. On an informal basis, having a presence at trade shows creates an impression of a company committed to marketing itself and putting its 'best foot forward.' This will require a larger segment of the budget, however, given the expense in training salespersons and transportation costs.