Solis: Deep-dive onboarding provides a springboard for global events program

The client

Solis manufacture and deliver cost-effective and reliable solar energy solutions for residential, commercial and utility scale users. Its product portfolio includes PV string inverters, storage inverters and accessories. With headquarters in China, Solis has established a growing and global presence.

"Resonates promotes our brand as a trusted partner, showcasing our technical expertise and highlighting our commercial track record; helping us grow credibility and market share both in Europe and in multiple global markets."

Claire Gardner, Marketing Manager - Europe, Solis

The brief

Solis approached Resonates to build its brand visibility and awareness, highlight its technical expertise and expand its global market share. With a headquarters in China, and regional offices in the UK and every major continent, Solis sought a UK-based agency to create and place English language PR content; while also managing distribution and translation to wider markets in Europe and southern Africa.

Solis entered 2023 with a busy conference and exhibition program, around which Resonates was tasked to deliver product press releases, thought-led articles and media interviews. The company’s original target was for nine items of coverage per quarter.

Key messages ready for a global approach

To ensure a consistent approach when addressing a global market, we started with an in-depth messaging audit. As part of this onboarding process, we delivered a workshop bringing together key stakeholders from across the company, to explore Solis’ key objectives, positioning and communication tactics in a structured way. As an international company, this facilitated a rare and valuable opportunity to get different sides of the team together to hear varied points of view and really develop their thinking.

We used this information to create a set of highly focused key messages that highlight Solis’ technical expertise and commercial track record. This has formed a springboard for all our communications and has been threaded into Resonates’ PR, content, event and marketing activity – as well as Solis’ own collateral.

For the events program, we supported Solis at an initial six trade shows in the first three months; leading to ongoing engagement in Q2. This involved leveraging our global press contacts to build a targeted country-specific distribution list; reaching out to media sponsors, writing and distributing press releases, and organising media interviews. We also managed translation into multiple languages. In South Africa, which is facing unique energy security challenges, we selected and supervised a local agency to expand our reach even further.

In addition to event support, we’ve delivered thought-leadership content, advertorial opportunities, social media posts and press releases around product launches and award wins.

International press reach

We have far exceeded Solis’ expectations, achieving 39 pieces of coverage in 6 months – against a target of 18 – which are spread across each and every conference in the target program. The list includes all Solis’ priority titles, including: Energetica; Energias Renovables; Engineering News; Globenergia; Plein Soleil; Power & Energy Solutions; PV Tech; PV Magazine, Solar Magazine; Solar Power World; Solar Quarter; and PES.

We’ve helped reinforce Solis’ market leadership in Europe and the UK, positioning Solis as a reliable, cost-competitive and supportive inverter partner.

Solis regularly relies on Resonates for proactive guidance as well as reactive requests. Claire concludes: “I really value Resonates’ expertise in the industry and see them as an extension of our team. After a successful first six months, we’re really looking forward to continuing our work with them and expanding Solis’ profile even further in the second half of 2023 and beyond.”