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Boviet Solar 2016 Case Study

How Palmer Ad Agency helped Boviet Solar rank #1 in Brand Recognition

The Challenge

Boviet Solar USA was already well known by their customers, but for producing mid-quality goods. They needed help transitioning their brand.

The Goal

Change the perception of Boviet Solar in the minds of their customers from a mid-tier manufacturer to a leading company selling quality materials.

The Solution

Palmer immediately went to work by employing its proven “Palmer Process” to rebrand the company, ultimately bringing Boviet Solar on par with competitors

THE RESULTS

#1

in brand awareness in
the first 9 months

#3

ranked in the top three
companies for quality

THE CHALLENGE

In 2016 Boviet Solar USA decided to revise its business model from providing “solar kits” to the residential solar market to developing Tier 1 Solar Panels for C&I, Developers, Utility Scale and more. Before changing its business plan Boviet was producing “white label panels” for other solar manufacturing companies in the U.S. and Asia and was known for producing a Mid-Tier panel. Boviet’s goal was and is to develop a brand that positions itself as a Top Tier solar panel manufacturer that produces the most efficient and highest wattage panels that compete with Sunpower and LG.

THE SOLUTION

In order to overcome its brand reputation as a Mid-Tier solar panel manufacturer Palmer Ad agency was retained to develop a brand that truly demonstrated why Boviet Solar USA is a Tier 1 product. Palmer immediately went to work by employing its proven “Palmer Process” to rebrand this company. The process entails various tasks such as:

  1. Establish Primary Objectives
  2. Determining a “Unique Marketing Position”
  3. Conducting Internal Research
  4. Researching the Competition
  5. Brand Platform / Master Messaging Plan
  6. Brand Positioning Statement
  7. Determining a “Unique Marketing Position”
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UNIQUE MARKETING POSITION

The core of the “Unique Marketing Position” was and is the primary hexagonal messaging that makes Boviet Solar USA unique to its competition..

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A TRUSTED BRAND AND INDUSTRY LEADER
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FINANCIALLY SECURE AND FUTURE-FOCUSED
icon-state-of-art
STATE-OF-THE-ART MANUFACTURING
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LEGACY OF INNOVATION AND FIRST-CLASS R&D
icon-one-step
ONE-STEP-AHEAD TECHNOLOGY
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YOUR PREMIUM GREEN TECH PARTNER

GO-TO-MARKET STRATEGY

Once we developed the “Unique Marketing Position” we then developed the “Go To Market Strategy” which consisted of:

Website | Corporate Video| Retargeting Web Banners | Linkedin Ads | Landing Pages E-books | Email Marketing

Brochures | Direct Mail | Office Letters & Envelopes | Print Ads | Retargeting Web Banners | Infographics | Social Ads & Blog
Public Relations | Special Events | Blogging | Press Releases

THE RESULTS OF OUR PARTNERSHIP
WITH BOVIET SOLAR

Boviet Solar USA was instantly recognized as a higher end solar panel manufacturer through its brand messaging, creative development and its “look and feel.” The new look was and is unlike any of its competitors.

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Ranked #1 in Brand Recognition

In an independent survey conducted in March of 2017 among Commercial / Industrial Integrators, Boviet Solar USA, within 9 months of launch, ranked #1 in a tie with SunPower and SolarWorld in terms of awareness.

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Ranked #3 in Excellence

In addition, Boviet Solar USA ranked #3 in terms of quality behind Canadian Solar and Jinko Solar. Excellent results for a new brand within 9 months of launch.

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