It’s a challenge to get your residential customers to take action. To be successful at driving program participation, you must first understand your customers’ emotional needs so you can segment them based on those needs. Then you need to develop marketing messages and programs that are tailored to each segment. To add to the difficulty, messaging is fluid—what resonated last year might not work this year and demographics could be shifting in your region. Therefore you need to be continually identifying the right way to connect with your customers.
Having data-driven analysis of your residential customers is critical for developing, implementing, and effectively managing residential marketing programs, and the E Source Residential Market Service provides that essential information. Let us help you stay on the cutting edge of marketing and benchmark your performance against that of your peers. Our guidance can help you develop and move your strategies and programs forward with segmentation, behavior-change insights, and social marketing. We supply our members with the tools they need to adopt best-practice approaches for creating and promoting residential programs, thereby increasing participation, outreach, revenue growth, and customer satisfaction.
Sign up for our FREE monthly e-mail newsletter covering the latest insights on marketing to residential customers. If you already have an esource.com account, visit My E Source and sign up for the E Source Residential Market Service newsletter (in the Manage My Newsletters section) to find out what members of this service are talking about. If you don’t have an account, you can create one now. Check out previous issues in our newsletter archive.
What You Get with the E Source Residential Market Service
Get Real-Time Responses to Your Most Pressing Questions About Utility Marketing
Use Our Ready-to-Go “Customer Direct” Materials
Gain Access to Your Peer Community and Experts in the Field
Learn Industry Insights from Our Timely Research Reports
To Subscribe or for Additional Information
Download the E Source Residential Market Service benefits flyer (PDF) to learn more or contact Matthew Burks, senior product manager, E Source Mass-Market Services, 303-345-9173.
Get Real-Time Responses to Your Most Pressing Questions About Utility Marketing
Think of E Source as an extension of your staff! As an E Source member, you’ll get in-depth answers and consulting assistance from our expert staff. You can ask us questions, bounce ideas off of our researchers, or contact us whenever you need an unbiased third-party perspective.
- Save time. Let us do the research and analysis so that you don’t have to.
- Make better decisions. You’ll be equipped with the latest independent, unbiased, and well-documented research and information.
- Don’t reinvent the wheel. Get access to industry best practices so you don’t make costly mistakes.
We’ll answer your questions related to:
- Segmentation and marketing to residential customers
- Residential customer communications
- Energy-efficiency programs designed for residential customers
- Customer attitudes toward energy efficiency and conservation
- Utility program advertising
Use Our Ready-to-Go “Customer Direct” Materials
Your customers want more information about their energy use and help understanding which technologies to use. However, the typical customer doesn’t understand the jargon that is commonplace to utilities. We take complex concepts and simplify them into easy-to-understand information that you can share with your residential customers.
E Source Customer Direct (ESCD) Passthroughs
Each ESCD pamphlet can be printed or e-mailed to your customers, posted to your public web site, or used in your own company newsletters. You can also customize them by adding your company logo. Check out the available ESCD pamphlets.
Customer Direct Residential Briefs
These Residential Briefs can be used in your communications with your customers. You can copy all or any part of the content for use on your web site, in your newsletters (print or electronic), in e-mails, or as printed handouts for customer events. See all of our Residential Briefs.
Gain Access to Your Peer Community and Experts in the Field
We know that your peers are often your best resource. E Source helps you develop that essential peer network through in-person meetings and interactive web conferences.
In-Person Meetings
- Utility Marketing Executive Council. When you become a member of the E Source Residential Market Service, we ask you to nominate one high-level marketing leader to be part of our exclusive executive-only council. Twice per year, council members come together to share wisdom and war stories and to tackle strategic and management issues in a closed-door, peer-group setting where frank conversations can take place. Recent topics have included optimal marketing department structures, using social marketing and social media to change behavior and attitudes, developing effective marketing metrics, and boosting market penetration of demand-side management programs.
- E Source Forum. In this exclusive annual event for E Source members, we offer a special Marketing & Communications topical track as well as tracks in Customer Service, Demand-Side Management, End-Use Technologies, and Intelligent Grid. Past session topics have included community partnerships, energy competitions, and a utility marketing experts panel.
Topical Web Conferences
Members of the E Source Residential Market Service can attend as many service web conferences as they wish without having to pay extra fees. Plus, we archive the conferences on our web site, so if you miss one, you can always watch and listen to it later.
These web conferences allow you to hear from and speak directly with industry leaders so you can stay on top of marketing trends. You can see a list of recent E Source Residential Market Service web conferences.
Topical Conference Calls
These highly interactive conference calls are focused around specific topics of interest such as utility advertising, the latest in utility segmentation and targeting, and social marketing/behavior change. These calls will help your staff stay current on the latest industry marketing information and insights.
Learn Industry Insights from Our Timely Research Reports
With the latest independent, unbiased, and well-documented research, you’ll be able to drive program development and participation while also increasing customer satisfaction. You’ll get data-driven analysis for developing, implementing, and effectively managing residential marketing programs. Take a look at what we’ve recently published.
In addition, members of the E Source Residential Market Service get access to two special reports that can help you better understand what your customers’ energy-use patterns, program needs, and attitudes are. These National Residential Energy-Use Studies are based on a 2009 Nielsen Claritas national survey of 32,471 U.S. respondents that focused on products and services as well as the saturation of appliances and equipment. The two reports are:
- Residential Products and Services Survey. We asked residential customers about their current and planned participation in more than 20 programs, products, and services, including efficiency programs, load management, utility billing options, and value-added services.
- Residential Appliance and Equipment Survey. We conducted an exhaustive analysis of 50 energy-using home appliances and equipment, including computers, entertainment equipment, major appliances, HVAC equipment, and other less-common equipment such as well pumps and backup generators.
