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Topic: Segmentation 
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Who Participates in Residential Energy-Efficiency Programs?
A Look at the Key Drivers
February 12, 2013
E Source’s investigation of energy-efficiency program participation drivers, based on one of the most robust sets of data in the industry, provides utilities with some of the tools and information necessary to achieve better marketing traction and to accelerate program participation.
Content type: Focus Report | Document ID: RES-F-48 | Author: Kim Burke, Rachel Cooper
Marketing Dynamic Pricing: Three Residential Case Studies
August 1, 2012
Can utilities successfully drive enrollment in dynamic-pricing programs and help their customers succeed in them? This report contains messaging, targeting, channel-usage, and education lessons from three residential case studies: Gulf Power, Pacific Gas and Electric Co., and Toronto Hydro-Electric System. ...
Content type: Focus Report | Document ID: RES-F-45 | Author: Rob Hall
Multicultural Marketing and Outreach
How Engaging Key Ethnicities Will Grow Utility Program Participation
June 6, 2012
Over the past decade, utilities have realized that to succeed in a multicultural marketplace, they need effective marketing tactics that establish trust and loyalty among their ethnic customers and that result in increased program participation and customer satisfaction.
Content type: Focus Report | Document ID: RES-F-43 | Author: Paula Aven Gladych, Chris Connolly
Cooling Attitudes Toward Global Warming?
A Meta-Analysis of Survey Data
June 15, 2011
E Source conducted a meta-review of various surveys about global warming, finding that these attitudes are not cooling as much as reported in 2008 and 2009, segmentation is a critical variable, and utilities have opportunities to provide education customers want about climate change.
Content type: Research Brief | Document ID: UCS-RB-13 | Author: Dulcey Simpkins
Utility Marketing Industry Insights
Results from the 2011 Utility Marketing Survey
May 27, 2011
How do utilities organize their marketing departments? What are the most effective marketing channels? What metrics do utilities use to measure the success of marketing efforts? To find out, in January 2011 E Source surveyed marketing staff at our member organizations.
Content type: Research Brief | Document ID: RES-RB-9 | Author: Alexandra Behringer
Selecting the Right Tool for the Job: Designing Customer Surveys to Reveal In-Home EUD Preferences
July 1, 2010
We’re developing a user questionnaire about feedback, including in-home energy-use displays (EUDs). Can you recommend any questions that we should include to help us understand our customers’ knowledge of feedback devices and options and their attitudes toward them?
Content type: Ask E Source | Document ID: IGS-AskES-13 | Author: Dulcey Simpkins
Energy-Efficiency Segmentation
Results from the Residential Products and Services Survey
June 25, 2010
E Source and Nielsen Claritas surveyed 32,471 respondents in the U.S. about products and services like energy efficiency, rate options, and green energy to better understand residential attitudes, actions, and energy use and identify marketing opportunities for energy-related products and services.
Content type: Research Brief | Document ID: RES-RB-6 | Author: Alexandra Behringer
Who Buys Green Power and Carbon Offsets?
How to Reach Your Target Market
January 20, 2010
Who buys green power and carbon offsets? We identify the demographics, lifestyles, and buying behaviors of the residential customers most likely to enroll in utility green pricing and carbon offset programs. We also cover the best and most cost-effective marketing strategies, channels, and messages.
Content type: Service Report | Document ID: RES-23 | Author: Kim Knox
Marketing Load Management
Results from a Residential Market Research Survey
July 31, 2009
A large market research study points out the most promising ways of promoting residential load management, including co-marketing opportunities and customer preferences.
Content type: Focus Report | Document ID: RES-F-34 | Author: Chad Garrett
Increasing Marketing Effectiveness for In-Home Residential Audits
Segments, Channels, and Promotion
May 1, 2009
Many utilities want to increase their customers’ participation in residential energy audits. Segmentation can enable utility marketers to take a closer look at who the typical audit customers are, where they live, and how to reach them.
Content type: Service Report | Document ID: RES-20 | Author: Kim Knox
Marketing Appliance and HVAC Protection Plans
Results from an E Source Roundtable Discussion
March 16, 2009
Many utilities have found success by offering residential customers service contracts or warranty plans for appliances and HVAC equipment. Such products can provide residential customers with peace of mind by preventing unforeseen expenses, which can be valuable during financially troubled times. In ...
Content type: Focus Report | Document ID: RES-F-32 | Author: Alexandra Behringer
Protection Plans Offer Peace of Mind and Profitability
August 1, 2008
Protection plans provide customers with peace of mind by preventing unforeseen expenses, which is especially valuable during times of economic uncertainty. These plans also lend themselves well to bundling.
Content type: Focus Report | Document ID: RES-F-28 | Author: Alexandra Behringer
Innovative Carbon-Offset Programs for Utility Customers
Results from an E Source Roundtable Discussion
July 1, 2008
Our panel discusses the rationale behind the utilities’ decisions to create carbon-offset programs, the projects they are investing in, how successful the programs are thus far, and the types of messaging they are using to promote the programs.
Content type: Focus Report | Document ID: RES-F-27 | Author: Kim Knox
Increasing Marketing Effectiveness for CFL Programs
Segments, Channels, and Promotion
June 1, 2008
This report paints a picture of the ultimate compact fluorescent lamp (CFL) marketing plan. Find out who actually participates in CFL programs and how you can more effectively target your marketing to increase your return on investment.
Content type: Service Report | Document ID: RES-19 | Author: Stephanie Cary
Marketing Pricing Options to Residential Customers
April 1, 2008
How are utilities successfully marketing pricing options to residential customers?
Content type: Ask E Source | Document ID: RES-AskES-2 | Author: Chad Garrett
Boosting Residential Marketing Effectiveness with Customer Research
A Weapon of Mass-Market Success
January 1, 2008
Utility marketers and program managers are seeking higher penetration rates for a variety of programs, products, and services. Faced with tight budgets, marketing managers may tend to rely on low-cost marketing tactics like direct mail. However, "low cost" typically means low effectiveness.
Content type: Focus Report | Document ID: RES-F-25 | Author: Richard A. Wight
Who Participates in DSM Programs?
August 1, 2007
Who signs up for efficiency and load management programs? Survey data from 156,000 households across the U.S. reveal some surprising results.
Content type: Focus Report | Document ID: RES-F-21 | Author: Paul Komor
Using Market Segmentation to Improve Marketing Effectiveness
Results from an E Source Roundtable Discussion
January 31, 2007
Market segmentation can be used to vastly improve the response rates for marketing campaigns. This report highlights how some utilities are using various segmentation schemes—including geodemographic systems and personas—to improve market penetration by 50 to 200 percent. In addition, segmentation ...
Content type: Focus Report | Document ID: EDRP-F-11 | Author: Bill LeBlanc
Small Offices/Home Offices (SOHOs)
March 1, 2006
The E Source Market Sector Snapshots library is a collection of tightly focused profiles that provide an overview of the energy uses and key business issues of strategic industrial and commercial sectors. Small firms, including those based in the home, are the most numerous of all businesses. ...
Content type: Sector Snapshot | Document ID: SMB-S-6 | Author: E Source Staff
Boomers, Bohemians, and Big City Blues: Increasing Residential Marketing Effectiveness with Geodemographic Segmentation
October 1, 2005
With catchy names like “Big City Blues” and “Beltway Boomers,” segments in the PRIZM NE geodemographic segmentation system are groups of households with common attributes and behaviors. Geodemographic segmentation is a cost-effective and underutilized tool in the energy industry. Using an E source ...
Content type: Core Report | Document ID: ER-05-17 | Author: Barry Friedman
PRIZM NE: A Cost-Effective Tool for Target Marketing
February 1, 2004
Target marketing is one key to successfully selling green energy and other residential energy offerings. Claritas Inc.’s geodemographic segmentation systems can help utilities achieve greater participation in green programs at a lower cost. With the recent release of “PRIZM NE” (or New Evolution), ...
Content type: Focus Report, Research | Document ID: GE-F-5 | Author: Barry Friedman
Market Research Survey II: Finding Green Energy Buyers
July 1, 2002
The single most important step in marketing green energy is to understand and identify those who are most likely to purchase it. Over the past two years, we have created a portrait of the green energy buyer and prospect by interviewing more than 1,800 green energy buyers and comparing their demographic ...
Content type: Service Report | Document ID: GE-11 | Author: Barry Friedman
Affinity Marketing: Building Emotional Bridges to Residential Customers
October 1, 2001
One effective method for seizing and retaining the attention of consumers who are numbed by information overload is affinity marketing. E source believes affinity marketing is an effective marketing tool that can be used by energy companies for customer retention or customer acquisition. It can also ...
Content type: Research, Service Report | Document ID: RES-12 | Author: Alexandra Behringer
Understanding Residential Green Energy Buyers: A Market Survey
May 1, 2001
This report contains valuable information for energy service providers wishing to market premium-priced renewable energy programs. E source surveyed actual green energy buyers so that we can more accurately describe who is likely to purchase green energy, where they live, and cost-effective ways to ...
Content type: Service Report | Document ID: GE-7 | Author: Adam Capage and Barry Friedman
Residential Market Segmentation: Separating the Smiths from the Joneses
January 1, 2001
In today’s competitive business environment, segmentation should be the foundation of any marketing strategy by utilities or energy service providers. Whether used as a tool for identifying existing profitable customers, building loyalty, acquiring customers, or developing new products, segmentation ...
Content type: Research, Service Report | Document ID: RES-10 | Author: Andria Jacob, Alexandra Behringer
