Ballard Power Systems: Communication Channels and Strategy
This paper examines the communication channels and marketing strategy employed by Ballard Power Systems, a company specializing in hydrogen fuel cell technology. It evaluates Ballard's existing outreach methods — including its website, corporate newsletters, webinars, and trade show presence — and proposes a formal communication strategy. Because Ballard operates in a B2B market, the paper argues that information-rich, targeted communication tools are more effective than consumer-oriented advertising. Each channel — advertising, public relations, trade shows, direct marketing, and personal selling — is analyzed for its cost, reach, and suitability for communicating the technical complexity of hydrogen fuel cell technology to organizational buyers.
- Overview of Ballard Power Systems: Company background, hydrogen fuel cell technology, and awards
- Current Communication Approach: Why B2B demands information-rich communication channels
- Communication Elements: Introduction to the five formal communication channels
- Advertising and Public Relations: Website advertising and data-driven PR strategy
- Trade Shows, Direct Marketing, and Personal Selling: Face-to-face and targeted outreach methods evaluated
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What makes this paper effective
- Grounds channel selection in the B2B nature of the business, explaining why information-rich formats outperform mass consumer advertising for a technically complex product.
- Applies a structured framework to evaluate each communication element — advertising, PR, trade shows, direct marketing, and personal selling — with consistent cost-benefit reasoning.
- Connects real-world examples (the 2013 CITA wireless award, Superstorm Sandy backup use) to broader strategic arguments, giving abstract claims concrete grounding.
Key academic technique demonstrated
The paper demonstrates applied channel analysis: it maps communication theory (information-rich vs. low-richness channels) onto a specific company context, then evaluates each channel against criteria relevant to a B2B market. This technique shows how textbook frameworks can be used to justify real strategic recommendations.
Structure breakdown
The paper opens with a company overview and assessment of existing communication practices, then transitions into a section-by-section breakdown of five formal communication channels. Each channel is examined for its strengths, limitations, and fit with Ballard's B2B model. The conclusion is implicit within the channel analysis rather than separated into a standalone section.
Overview of Ballard Power Systems
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, making it an asset both to the businesses it serves and to the environment. Currently, Ballard's primary method of communicating with the public is through its website. The website highlights the environmental principles behind the technology 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 also highlights another facet of the Ballard approach: reaching out to potential clients via trade shows, where this specific award was bestowed. Because Ballard's projects encompass a wide variety of industry applications, a trade show presence at many different locations is required throughout the year. Ballard also sends out a corporate newsletter informing clients and subscribers about company developments, and hosts a regular webinar on its efforts — including a recent feature on how its products were used as backup power during Superstorm Sandy.
Current Communication Approach
Ballard clearly focuses on virtual methods of communication in its public outreach, though it does interface with local businesses through trade shows. Given that it is a high-tech company on the cutting edge of environmental science, this appears to be a wise strategy. Its press materials are focused on substantive information rather than generic slogans or empty vision statements. Using webinars and the hands-on format of trade shows underlines the functionality of the product.
Ballard is a B2B business — its products are marketed to organizations rather than directly to consumers. Businesses are interested in purchasing the product because of the potential for hydrogen fuel cells to generate value for their companies. Communication methods that allow Ballard to teach potential clients about the benefits of hydrogen cells — with clarity and specificity through web videos, experienced salespersons, and detailed newsletters — are essential for helping decision-makers fully understand the value Ballard can deliver.
Advertising in an eye-catching or punchy fashion is less important given that Ballard does not sell directly to consumers. Unlike everyday consumer goods, Ballard does not sell impulse purchases. The company must therefore 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. The five primary elements of this strategy are advertising, public relations, trade shows, direct marketing, and personal selling.
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