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Results from the Utility Marketing Conference
April 18, 2013
April 2013 issue of the E Source Business Market newsletter.
Content type: Service E-mail | Document ID: BMS_SE_4-18-13
Brand Strategy and Social Media
UCEC 2013 Presentations
April 3, 2013
Managing a company’s brand and reputation represents a challenging task, especially in the utility industry. Utility companies provide essential services, operate around the clock, and face a wide array of complex issues from explaining rates and meeting environmental regulations to keeping customer ...
Content type: Slides | Author: Matt Nauman, Dustin Hoffman
Workplace Behavior Change: Social Marketing Workshop
UMC 2013 presentation
April 3, 2013
BC Hydro’s leading workplace behavior-change programs will be the focus of the first half of this session. You’ll learn the keys to the program’s success as well as how the utility has tackled difficult issues of customer commitment, evaluation, and more. Then, we’ll break into small groups and ...
Content type: Slides | Author: Chad Garrett
Starbucks or Just Plain Coffee? Reinventing the Utility Brand
UMC 2013 presentation
April 3, 2013
How is it possible that the products that have made our lives so rich, so simple, and so full of entertainment and value, have become so peripheral in people’s minds? Utilities have done their job so well that easily available energy is now an expected part of life. We’ve created a new challenge: ...
Content type: Slides | Author: Bill LeBlanc
Driving relevancy and value in an evolving industry
UMC 2013 presentation
April 3, 2013
How is it possible that the products that have made our lives so rich, so simple, and so full of entertainment and value, have become so peripheral in people’s minds? Utilities have done their job so well that easily available energy is now an expected part of life. We’ve created a new challenge: ...
Content type: Slides | Author: Frankie McDermott
SRP's Brand Relevance in Communications
UMC 2013 presentation
April 3, 2013
How is it possible that the products that have made our lives so rich, so simple, and so full of entertainment and value, have become so peripheral in people’s minds? Utilities have done their job so well that easily available energy is now an expected part of life. We’ve created a new challenge: ...
Content type: Slides | Author: Gena Trimble
Starbucks or Just Plain Coffee? Reinventing the Utility Brand
UCEC 2013 Presentations
April 3, 2013
How is it possible that the products that have made our lives so rich, so simple, and so full of entertainment and value, have become so peripheral in people’s minds? Utilities have done their job so well that easily available energy is now an expected part of life. We’ve created a new challenge: ...
Content type: Slides | Author: Bill LeBlanc
Driving relevancy and value in an evolving industry
UCEC 2013 Presentations
April 3, 2013
How is it possible that the products that have made our lives so rich, so simple, and so full of entertainment and value, have become so peripheral in people’s minds? Utilities have done their job so well that easily available energy is now an expected part of life. We’ve created a new challenge: ...
Content type: Slides | Author: Frankie McDermott
SRP's Brand Relevance in Communications
UCEC 2013 Presentations
April 3, 2013
How is it possible that the products that have made our lives so rich, so simple, and so full of entertainment and value, have become so peripheral in people’s minds? Utilities have done their job so well that easily available energy is now an expected part of life. We’ve created a new challenge: ...
Content type: Slides | Author: Gena Trimble
Reinventing the Utility Brand Experience
March 5, 2013
This web conference will show you that there are many paths to recreating brand relevance for utilities—but all will ultimately focus on the experience customers have with your company, its employees, and your products and services.
Play audio and video (streaming video)
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Content type: Web Conference | Document ID: ECM-WC-2013-03-ReinventingBrand | Author: Bill LeBlanc
Reinventing the Utility Brand Experience
Recording
March 5, 2013
This is the web conference recording.
Content type: Recording | Document ID: ECM-WC-2013-03-ReinventingBrand-R | Author: Bill LeBlanc
Reinventing the Utility Brand Experience
Slides
March 5, 2013
These are the web conference slides.
Content type: Slides | Document ID: ECM-WC-2013-03-ReinventingBrand-SL | Author: Bill LeBlanc
Reinventing the Utility Brand Experience: Starbucks or Just Plain Coffee?
February 21, 2013
Utilities are in danger of losing brand value as other industries become more important in peoples’ lives. But by following the path of successful brands both inside and outside the industry, utilities can revitalize their brand for the emerging market.
Content type: Focus Report | Document ID: ECM-F-3 | Author: Bill LeBlanc
Marketing Innovation from Outside the Utility Industry
Forum 2012 Presentation
October 26, 2012
Shift Your Mind-Set: Marketing Innovation from Inside and Outside the Industry Got the marketing doldrums? Need inspiration for your 2013 strategic marketing plan? Join us to gain insights from creative marketing professionals from inside and outside the utility industry who will push ...
Content type: Forum, Slides | Author: Christopher Wilshire
Crisis and Outage Communications Leaders Group Call
Learning from the Summer and Ramping Up for the Winter
October 18, 2012
Please join this established group of utility communications professionals from across North America to discuss best practices and innovative approaches in crisis and outage communciations.
Content type: Leadership Call | Document ID: UCC-LC-9-12-Outage-Communications | Author: Matthew Burks
The Consumer Connection: Customer Experience and Branding
Forum 2012 Presentation
October 4, 2012
The Consumer Connection: Customer Experience and Branding A customer's experience is all about emotion . . . and those feelings directly impact perceptions of a company's brand. We’ll discuss the demographic and programmatic factors that influence utility brands and outline practical ...
Content type: Forum, Slides | Author: Matthew Burks, Rachel Cooper
The Language of Trust
Forum 2012 Presentation
October 4, 2012
The Consumer Connection: Customer Experience and Branding A customer's experience is all about emotion . . . and those feelings directly impact perceptions of a company's brand. We’ll discuss the demographic and programmatic factors that influence utility brands and outline practical ...
Content type: Forum, Slides | Author: Michael Maslansky
The Great Marketing Quest
Forum 2012 Presentation
October 3, 2012
Shift Your Mind-Set: Marketing Innovation from Inside and Outside the Industry Got the marketing doldrums? Need inspiration for your 2013 strategic marketing plan? Join us to gain insights from creative marketing professionals from inside and outside the utility industry who will push ...
Content type: Forum, Slides | Author: Kim Thompson
How to Change an Entire Culture with Five Words
Forum 2012 Presentation
October 3, 2012
Shift Your Mind-Set: Marketing Innovation from Inside and Outside the Industry Got the marketing doldrums? Need inspiration for your 2013 strategic marketing plan? Join us to gain insights from creative marketing professionals from inside and outside the utility industry who will push ...
Content type: Forum, Slides | Author: Mike Sukle
Talking Tough Topics with Small Biz: Rate Communications Channels and Strategies
September 26, 2012
What are the primary challenges to reaching out to small and midsize business (SMB) customers regarding a rate change? What are the most effective channels and outreach strategies for communicating a rate-structure change or rate increase to SMB customers?
Content type: Ask E Source | Document ID: BCO-AskES-9 | Author: Kim Burke, Rachel Cooper, Dulcey Simpkins
Utility Brand & Advertising Leaders Group Call - August 2012
August 23, 2012
The Utility Brand and Advertising Leaders Group is focused on discussing strategies and tactics related to brand management and its connection to utility marketing. Our utility-only conference calls are interactive and designed to foster dialog among utility peers across North America.
Content type: Leadership Call | Document ID: ECM-LC-8-12-BrandAd | Author: Matthew Burks
Tammy McLeod Drinks Her Own Kool-Aid: A Conversation with APS' Award-Winning CCO
July 31, 2012
E Source spoke with Tammy McLeod, APS’ nationally recognized chief customer officer. Tammy’s sophisticated and nuanced perspective is built on decades of experience and provides invaluable strategic and tactical insights for any utility interested in building a customer-focused organization.
Content type: Interview | Document ID: ECM-INT-7-12-McLeod | Author: Maureen Russolo, Florence Connally
Best in Show: Georgia Power's Creative Canine Ad Campaign
July 25, 2012
Can you provide some behind-the-scenes details about Georgia Power’s creative ad campaign featuring dogs as energy auditors and energy-efficiency educators?
Content type: Ask E Source | Document ID: RES-AskES-21 | Author: Katie Ruiz
We Need to Find Ways to Get Our Customers to Complain More!
May 16, 2012
I started following Tammy McLeod, chief customer officer (CCO) at APS and 2010 winner of CCO of the year, on Twitter about three years ago. Her tweets are sharp, personable, and informative; however, I was certain that I would never get the chance to actually meet her in person. Well, I did.
Content type: E Source Blog | Document ID: ES-Blog-5-16-12-Complain | Author: Matthew Burks - Senior Product Manager for E Source Customer Experience Services
What Can the Utility Industry Learn from Zappos?
May 16, 2012
During our 2012 E Source Utility Customer Experience Conference last week, we had the fantastic opportunity to tour the Henderson, Nevada, facility of online retailer Zappos and meet with Zappos Insights staff.
Content type: E Source Blog | Document ID: ES-Blog-5-16-12-Zappos | Author: Maureen Russolo - Director of E Source Customer Experience Services
What Utilities Can Learn from FedEx
May 14, 2012
When you see the FedEx logo or the company is mentioned to you, what comes to mind? For me, I immediately think of a very successful, customer-focused company that exudes excellent experiences.
Content type: E Source Blog | Document ID: ES-Blog-5-14-12-FedEx | Author: Rich Goodwin - Manager of E Source Customer Experience Services
Why Utility Customer Experience Matters and What It Means for You
UMC 2012 Presentation
April 12, 2012
“Customer experience management” has been a buzz phrase for several years outside of the utility industry, but it’s now starting to gain traction in the utility world. What is customer experience management? Why should you care? How do you get started? This session will pull many of the conference’s ...
Content type: Slides, Utility Marketing Conference | Author: Maureen Russolo
Driving the NASCAR Boom: Creating Sticky Brands with Marketing Adrenaline
UMC 2012 Presentation
April 11, 2012
NASCAR is one of the most powerful brands in the U.S., and it enjoys some of the most rabid and loyal fans anywhere in the world. But how did this juggernaut come to be? What marketing and communications techniques does the parent brand, its largest affiliated raceways (such as the Charlotte and Bristol ...
Content type: Slides, Utility Marketing Conference | Author: Logan McCabe
What Utilities Can Learn from NASCAR
April 11, 2012
I'm here at the 4th Annual E Source Utility Marketing Conference in Charlotte, North Carolina, the unofficial home of NASCAR. Listening to our keynote speakers from the racing industry really got me fired up about what utilities can learn from other industries, namely how crucial it is to focus ...
Content type: E Source Blog | Document ID: ES-Blog-4-11-12-NASCAR | Author: Stephanie Spalding - Research Manager
Does Your Call Center Play Into Your Brand Strategy?
April 9, 2012
How does your call center play into your brand strategy? Remember that, on average, call centers receive from 1.7 to 2.0 calls per customer base annually. Every one of those touchpoints is an opportunity to promote and enhance your brand.
Content type: E Source Blog | Document ID: ES-Blog-4-9-12-BrandStrategy | Author: Rich Goodwin - Manager for E Source Customer Experience Services
