Sometimes a company’s product offering is such that it is necessary to promote its use through publications designed to educate and inform. This is an example of a publication Ronnie Wendt did for Caterpillar about its generator sets. Every issue offered readers a power profile, highlighting real-life examples of generator use; an Electric Power Generation update, looking at key industry issues; gen set management topics to help users operate and maintain their units; in-depth reviews of the company’s available power technologies; a Q&A, where users could get their operations and maintenance questions answered; and finally a discussion from a company leader about a topic of his or her choice. This publication offers a prime example of how companies can leverage the power of information to generate new sales leads and help existing customers.

Excerpt 1

The 763-bed, full-service hospital recently added two 3516B Caterpillar Gen Sets rated at 2,000 kW to fill gaps left by the existing emergency system. The hospital’s emergency system can now produce the 7.4 MW of electricity needed to power the entire facility and several adjacent buildings. The hospital plans to add a third unit to boost its power generating capacity to 9.4 MW to meet the entire campus’ electricity needs.

Excerpt 2

The utility industry is on the brink of great change. The dawn of deregulation means increasingly competitive factors will drive the industry far more than the familiar challenges of supply and demand.

As the threat of deregulation shifts to reality, two levels of competition have arisen in the market:

Wholesale wheeling. Power marketers and utilities buying and selling bulk power. Governed by the Federal Energy Regulatory Commission (FERC).

Retail wheeling.Customers chose power provider. Governed by each state’s public service commission.

Excerpt 3

In peak shaving, a customer, with a load profile resulting in high peak demand charges from the utility, installs a generator and operates it to remove its load from the utility grid when demand charges are highest. This strategy yields favorable results from the customer perspective, who saves money on utility costs, but does not address the utility’s peak demand problems.

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