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...

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,…