Strategic Insights Study Market Insights

Pentonmarketingservices.com | 1
Campaign Concept 1: Aging Transformers
Campaign Concept 2: Sustainability & Energy
Efficiency
Campaign Concept 3: Automotive
Campaign Concepts:
Message, Content, Topics, Influencers,
Additional Media Opportunities
Marketing Funnel:
Brand Awareness, Consideration, Conversion,
Re-Engagement
Industry Overview

Industry Analysis:Transformers
Opportunity to address evolving and aging transformer industry
PAIN POINT: AGING TRANSFORMERS
 Saving money is key for engineers – offering
options to replace materials in transformers
instead of replacing the whole piece is appealing.
PAIN POINT: MAINTENANCE
 Maintenance tips for improving transformer
performances and lifespan – service cycle
 Transformer failure and replacement
 Safety and ensuring fire prevention
 Insulation breakdown/corrosion
CONFUSION
 Confusion around temperature rise and insulation
system temperature rating, and how they interact
ENERGY EFFICIENCY
 Cost savings, energy saving is important to this
group, but they need to understand what
materials are energy efficient and why they
should be using it.
TOP CONVERSATION SOURCES
Forums, industry websites, news, word-of-
mouth
INFLUENCERS
 Edvard Csanyi – EIC of EEP, Electrical
Engineer
 Frank Mortensen – Industry expert, worked
at ABB
 Nad Moodley – Chief engineer, 18 years
experience of asset management of power
transformers
 Georg Daemisch – 15 years experience
with lifetime assessment of transformers
OPPORTUNITIES
 Demonstrate how Nomex® insulation is a
durable, reliable, and cost-efficient solution

MESSAGING
 DuPont™ can help get old transformers back in working and
reliable order when buying a new one is not an option.
 Benefits: Providing options to restoration/maintenance, beyond
just supplying to new transformer builds
 Opportunity to address pain points: Changing workforce with
many specialists retiring, hesitation and budget restrictions to
adapt new tools and technologies, aging fleet, routine failure
rates
TARGETS
 Transformer designers
 Transformer maintenance workers
 Purchasers – those making the purchasing decisions for new
pieces/solutions
CONTENT
Topics
 How to continue to sustain and maintain older transformers
 Efficiently addressing life cycle and tips for lifespan extension
 How can DuPont™ help address insulation failure rates and
causes
Content marketing funnel
Leverage each stage to promote proper messaging and raise
thought leadership & brand awareness reliable DuPont™
materials for transformers.
Campaign Concept 1:AgingTransformers
Transformer industry needs direct info and tips for maintaining aging fleets
Brand
Awareness
Consideration
Conversion
Re-engagement
Visuals/infographic – Show how Nomex® insulation is an efficient and compliant choice for bringing
older transformers up to speed
Webinar – Show how Nomex® insulation is an efficient and compliant choice for bringing older
transformers up to speed.
Cost savings calculator & analysis – Show savings over time by using a more sustainable material in the
transformers; “Failure estimation” tips to help pinpoint anticipated failure time
Education – Continuing Education through self-paced training modules

DISTRIBUTION
Quora groups
 Electrical Engineering
 Electrical Transformers
LinkedIn groups
 Electrical Power Engineers
 International Symposium on Electrical Insulation
 IEEE Power & Energy Society
Industry publications/ trade associations
 Transmission & Distribution World (Penton)
 Transformers Magazine
 INMR (Independent transmission & distribution info resource)
Influencer Outreach
 Rick Bush, Editor-in-Chief, T&D World
 Edvard Csanyi Editor-in –Chief, Electrical Engineer at EEP
 Georg Daemisch (15+ years experience in lifetime assessment
of aging transformers)
Additional Media opportunity alignment
 Establish solid relationship with Transmission & Distribution
(T&D) World
 Opportunity to reach large circulation of industry
professionals
 Higher potential for advertising success and content
(webinar) engagement
Social best practices
 It’s important to show that DuPont™ can provide compliant and
reliable insulation materials to help update aging transformers
 Share infographics and visuals on social channels, and reach
out to influencers for content and thought leadership
opportunities.
Transformer Content Example
Midwest Electrical Testing blog with power transformer focus
Campaign Concept 1:AgingTransformers
Transformer industry needs direct info and tips for maintaining aging fleets
Good insight on new
transformer industry segment

Industry Example:“Life Expectancy” Formula
AssessingTransformers for Next-Step Recommendations
Example: Provides recommendations
on how to calculate what the best next
step is (maintain or replace)
 Could be a big incentive for
transformer designers, operators,
maintenance workers, etc.

How Others are AddressingTransformer Life Cycle
Content and events aimed at educating industry professionals

Revising transformer maintenance processes
Process needs to be “re-engineered” to improve custom service delivery
Analysis of current transformer maintenance processes uncovered major weaknesses:
 Outdated communication platforms – “paper driven systems”
 Maintenance service chains often lack reliable Internet platforms, causing transformer
manufacturers to be “less capable of tracking customer needs and less able to deliver fast, cost
effective, high quality and highly customized services”
Manufacturers need:
 Spare parts and pieces on hand to keep operations running smoothly
 Quick-response electronic systems and applications
WHAT THIS MEANS FOR DUPONT™:
 Need to ensure, if they don’t already, that they are dealing with manufacturers they sell to as
efficiently as possible
 If it’s consistently a long-winded process to order and receive Nomex® supplies, manufacturers
are likely to start looking at another competitive product
Big opportunity to develop a multi-faceted app for manufacturers that helps keep
inventory organized and makes ordering new parts an efficient process

Transformer Failure and Replacement
Industry insights on topics that need to be addressed

Transformer Industry Influencers
Websites and Professional Groups
INFLUENCERS
Nad Moodley
Chief engineer in large power utility, 18 years experience in asset management of
power transformers
Frank Mortensen
Experience in the industry while working for ABB as business development
manager.
Georg Daemisch
15+ years experience and success with lifetime assessment of transformers (aka
aging transformers)
WEBSITES AND MAGAZINES
Transformers Magazine
INMR Independent transmission & distribution info resource
The Transformer Association North American Transformer Association
LINKEDIN
IEEE Power Electronics Society Technical
Committee on Sustainable Energy
Transformers
"Key place to get quick and reliable answers about transformers from 11,000+
experts and professionals in transformer industry"
High voltage electric power equipment

Campaign Concept 2: Sustainability & Energy Efficiency
Promotion of sustainable & energy efficient concepts are gaining ground in the industry.
DuPont™ needs to prove sustainability across the entire brand.
Brand
Awareness
Consideration
Conversion
Re-engagement
Visuals/infographic – what makes a transformer energy efficient & sustainable?
Webinar – teach and show viewers why DuPont’s™ materials, though maybe more expensive, should be
used to make a more energy efficient transformer.
Cost savings calculator & analysis – show, and let viewers engage with, how engineers can save money
over time by using a more sustainable material in the transformers.
Education – continue to educate engineers around the updates within the industry surrounding energy
efficient regulations & newest materials.
MESSAGING: Small changes now can significantly impact future
growth and cost savings. Emphasizing what DuPont™, as a
whole, has done to be an energy efficient & sustainable company.
TARGETS: R&D engineers; impacting them up front with reasons
why energy efficiency and sustainability is important.
CONTENT
Topics
 How to select energy efficient & sustainable transformer parts
 What makes DuPont’s™ products energy efficient?
 What Sustainability & energy-efficiency means to DuPont™
thought leadership & brand awareness around the sustainable and
energy efficient DuPont™ materials.
DISTRIBUTION
Quora groups
 Sustainable Technology
 Energy Efficiency
 Show the audience how DuPont™ is energy efficient as a
company, not just as an Energy Solutions business unit.
opportunities.
Industry publication/ trade association
Transmission & Distribution World (Penton)
INFLUENCER OUTREACH: Sustainable Planet
ADDITIONAL MEDIA OPPORTUNITY ALIGNMENT:
Partnerships with NEMA and other industry associations – have
groups sponsor content for DuPont™.

 Prove sustainability across the
entire brand – show how
products save time and money
across the industrial segments
(employee time too). This does
not need to include only Energy
Solutions products, but the brand
as a whole.
 DuPont™ positions products as
long-lasting and efficient, but we
didn’t see much conversation or
content around it.
 GE’s Energy Savings Calculator
functions as a way for audiences
to engage with their brand and
figure out how much money they’ll
be saving by using energy efficient
products.
Sustainability & Cost Savings
Branded sustainability/energy efficiency efforts will gain appeal of audience

Choosing an Energy Efficient Transformer
Example of types of content & topics DuPont™ can leverage for education purposes

ABB Understands Need for Energy Efficiency
 Dry-type transformers increasingly energy efficient

RisingTrend: Energy SolutionsTechnology SmartGrid
Sustainability in motors and transformers
is increasingly important, especially with
the SmartGrid plan.
ABB created a webinar about enhanced
availability and sustainability of
transformers.
 ABB sponsors the most amount of
content in Transmission & Distribution
World, focusing on SmartGrid, as well
as other transformer topics.

What the Competitors are Doing in Sustainability
3M Promoting use of SmartGrid Technology

Influencers & Content Competitors focused on Sustainability
SPONSORED CONTENT WITH PENTON
ABB current runs the majority of sponsored
articles with Penton’s Transmission &
Distribution World publication.
Renewable resource and SmartGrid
technology is a large component of the Grid
Optimization section, which is an ideal place
for DuPont™ to run content for thought
leadership.
INFLUENCERS
ABB sponsors a lot of content and hosts
webinars and posts other content regarding
sustainability.
SUSTAINABLE PLANT magazine posts about
sustainability for transformers and is a place to
also offer commentary on articles. NEMA is
often mentioned in these articles, and a formal
relationship/partnership is essential.

Industry Analysis:Automotive
Automotive/Motors
TOP SOURCES
 LinkedIn Forums:
 Electromogen: Electric motors and
generators
 Electric Drive & Machine Professional
Engineering Group
 Industry Websites:
 eDrive
 EC&M (Penton site)
PAIN POINTS
 Preventing electrical fires with different
insulation types – foam, tape, different
thicknesses of paper
 Muffling motor sounds
 Insulating hybrid motors for better MPG,
performance, and reliability
 Thermal management in HEV/EVs
 Providing abrasion-resistance insulation,
especially near stators
 How to test for insulation issues in the motor
 Different insulation needs for different voltages
OPPORTUNITIES
 Show how DuPont™ insulation improves
performance and reliability of hybrid electric
vehicle ((H)EV) motors and generators
 Brithinee partnership
FUTURE INDUSTRY STANDARDS
 Fuel and emissions standards driving
significant changes in vehicle design
 “Lightweighting” autos
CONVERSATIONS
 Winding/rewinding motor wiring appears to
be recurring topic of interest and source of
questions
 Safety and OSHA

Campaign Concept 3: Automotive
Brand
Awareness
Consideration
Conversion
Re-engagement
Visuals/infographic – what makes motors energy efficient? What different motors need
Webinar – teach and show viewers why DuPont’s™ materials for motors, and demonstrate how they
work in hybrid motors
Cost savings calculator & analysis – cost savings product comparison chart & mobile app for
on-the-go engineers
Education – continue to educate engineers around the updates around different needs within the
motor industry
MESSAGING: DuPont™ materials help improve performance &
reliability
TARGETS
 Hybrid motor engineers
 R&D
CONTENT
Topics
 How to select the best parts for hybrid motors
 How to test for issues on or in motors
 Difference insulation needs for different voltages & motors
 Motor Alliance Program
thought leadership & brand awareness around the sustainable and
energy efficient DuPont™ materials.
DISTRIBUTION
 It’s important for the audience to know how DuPont™ is
energy efficient as a company, not solely as it relates to
Energy Solutions business unit.
opportunities.
Industry publications/ trade associations
Transmission & Distribution World (Penton)
INFLUENCER OUTREACH: The Snell Group
ADDITIONAL MEDIA OPPORTUNITY ALIGNMENT
Partnerships with Motor Alliance program

Partnerships Similar to Brithinee
Opportunity to rejuvenate and create content around Motor Alliance Program
 Invite other motor design and repair companies to participate in alliance program
 Content opportunities (case studies, white papers, videos), in addition to gaining brand advocates
and demonstrating DuPont’s™ thought leadership in motor insulation market

Electric Motor Industry Examples
Efficiency and reliability continue to be industry expectations

Motor Industry Examples
Efficiency and reliability continue to be industry expectations

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