Media Coverage Moves Startup from Stealth to Thought Leader

THE COMPANY

Based in Southern California, energy storage startup ZapBatt’s lithium titanate battery technology is designed to serve a variety of markets, starting with electric micromobility. ZapBatt uses a combination of machine learning and custom next-generation hardware with its LTO battery, to offer a longer lifespan, faster charging time, and no risk of fire. Specifically, the battery can provide a full charge in 20 minutes or less and operate through as many as 20,000 charging cycles, eliminating the need for frequent battery swapping.

THE CHALLENGE

Launching out of stealth in 2022, startup ZapBatt had no brand recognition, customer base, or tangible products. Simultaneously, it grappled with limited understanding and market education surrounding its lithium titanate battery chemistry. In fact, LTO documentation on-line, at the time, cast a shadow on LTO as a failed battery chemistry solution with little use. In order to secure pilot customers and investment, Zapbatt needed to change the industry’s perception of LTO as a chemistry, and position itself as the startup who cracked the LTO code to deliver a battery with impressive performance characteristics and a market target to match.

THE STRATEGY 

Technica recognized that it needed to change the industry perception of the LTO chemistry before it could hope of securing customers. It also needed to position itself as the team with the knowledge and ingenuity to bring the LTO chemistry to a meaningful market position. As such, Technica recommended ZapBatt start by is a foundational education campaign, dubbed “LTO 101.” This thought leadership could go beyond dispelling myths and outdated information about the LTO technology. It could also heighten Zapbatt’s brand recognition, and give the startup media exposure it could reference with investors and customers.  

Before it could advise on campaign content, Technica strategically crafted targeted technical messages that explained LTO’s technology challenges and opportunities in ways that were accurate and easy to understand for non-technical audiences. Then the ideated on a campaign of thought leadership that could deliver this content in compelling, and relevant ways to both media and customers. Technica took on planning, writing, editing and finalization of various documents and materials needed for the campaign. The specificity of publication research ensured that Zapbatt’s article would be read by key industry stakeholders and position CEO Charlie Welsch as the “go-to” battery source for publications writing about energy storage.

THE RESULTS

Zapbatt received swift coverage within a few weeks of finalizing the first article. Within the first three months, Fierce Electronics, Power Systems Design, Power Magazine, and Automotive World all printed Welch’s articles. In addition, pitching secured a podcast appearance on Net Hero and an original article in Micromobility Biz. Beyond targeting ZapBatt’s key audiences, the articles collectively secured over 500,000 in potential readership. 

The thought leadership campaign went beyond articles bylined by Welsch. It opened the door for thoughtful discussions with other reporters, who rather than publish a pre-written article, interviewed him for an article or podcast, or on background for a future story. These conversations resulted in an original piece in Micromobility Biz and an appearance on the Net Hero Podcast.