Valence Technology
Communicating value propositions to key media and analyst influencers

The Challenge:

Valence Technology develops and markets the first commercially available, safe, large-format lithium-ion rechargeable battery using its patented Saphion® technology. Established as a research and development company in 1989, Valence’s shift in focus to manufacturing occurred when it realized the potential for lithium-ion to become the dominant chemistry of the battery industry. To achieve this, Valence needed to establish its phosphate-based technology as a higher performing yet safer alternative to lead-acid and nickel-based batteries for large-format applications, i.e. larger than portable electronics.

The LP&P Difference

Valence partnered with LP&P in mid-2004 to broaden and communicate its value proposition to key media and analyst influencers. The key to success was to build relationships with third-party endorsers and communicate a long-term vision and strategy to key analysts, business journalists and trade press.
 
Although Valence produced a small-format battery for electronic products, early on it became apparent that large-format batteries used for motive devices held the potential to be a much more profitable market. Thus, LP&P honed in on automotive trend editors, positioning Valence executives as experts on energy sources for next-generation hybrid and electric vehicles. This was supported by an aggressive news campaign that leveraged LP&P’s broad experience in press and analyst relations.

LP&P pursued the following objectives:

• To position Valence as the driver for establishing lithium-ion as the dominant battery technology
• To strengthen Valence’s leadership role by linking the company to emerging industry trends and topics
• To communicate Valence’s role and value to key market segments
• To create demand for Valence’s energy management solutions by increasing awareness of its key differentiators and end-user benefits
• To drive branding of Saphion® as the best, safest rechargeable battery chemistry on the market

 

The Results:

LP&P played a vital role in ensuring Valence’s successful transition from an R&D company to one producing breakthrough products in the battery industry. Working through key press and analyst influencers, we demonstrated the viability of Saphion technology and its broad market appeal.

Key highlights:  

• Achieved positive, on-message coverage around the company’s long-term strategy and direction, including a company profile in the Austin American-Statesman, as well as articles in BusinessWeek, The Boston Globe, San Jose Business News and Forbes.com
• Recognized by Red Herring as one of the top 100 innovators in 2004
• Secured placement of CEO Stephan Godevais as one of Fast Company’s Fast 50 Innovators in 2005
• Conceived and executed b-roll program to capitalize on consumer-focused energy issues to promote Valence's solutions for hybrids with first phase of program securing two broadcast pieces
• Cultivated productive relationships with industry influencers such as Rob Enderle of Enderle Analyst Group, Sara Bradford of Frost & Sullivan, and Mark Bunger of Forrester Research to provide third-party endorsement of Valence’s growing place in the battery industry
• Secured coverage in trade and vertical market publications such as Batteries International, eeProduct Center, Green Car Journal, HEV Progress, Fleets and Fuels and EVWorld.com
• Placed contributed articles in Power Electronics Technologies, Batter Power Products & Technology and e-School News
• Achieved visibility in national and international trade shows as the battery source for a plug-in hybrid car developed with partner EnergyCS
• Received Frost & Sullivan award for pioneering work in lithium-ion battery technology in 2004
• Chosen by editors of EE Times as the top-ranked power product for Q2 2005, and featured as an ultimate product in eeProductsCenter