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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
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
A Targeting and Segmentation Toolkit
Forum 2012 Presentation
October 4, 2012
Boost Your EE Programs by Segmenting Residential Customers Is your utility being required to meet rapidly increasing demand-side management goals? Have you tried targeting the customers most likely to participate in efficiency programs in order to reach those goals? Find out how three ...
Content type: Forum, Slides | Author: Ellen Tarantur, Sarah Thornton
Successfully Reaching the “Hard to Reach"
Forum 2012 Presentation
October 4, 2012
Successfully Reaching the “Hard to Reach” Connecting with rural, senior, or culturally diverse customers is critical if your utility programs and services are to succeed. Yet, it can be difficult to engage these hard-to-reach customers through traditional methods. Successful ...
Content type: Forum, Slides | Author: Katie Ruiz
Integrating Marketing and Operations: SDGE's "Reduce Your Use" Peak-Time Rebate Program
Forum 2012 Presentation
October 4, 2012
We Want YOU ... to Turn Things Off—Marketing DR Programs Let’s make sure we’ve got this straight: When we run demand-response and pricing programs, we tell our customers to turn off perfectly good loads. How are we supposed to sell that idea without completely confusing ...
Content type: Forum, Slides | Author: Michelle Costello
Marketing Demand Response: BGE's Peak Rewards Program Rebate Program
Forum 2012 Presentation
October 4, 2012
We Want YOU ... to Turn Things Off—Marketing DR Programs Let’s make sure we’ve got this straight: When we run demand-response and pricing programs, we tell our customers to turn off perfectly good loads. How are we supposed to sell that idea without completely confusing ...
Content type: Forum, Slides | Author: Ruth Kiselewich
We Want YOU ... to Turn Things Off—Marketing DR and Pricing Programs
Forum 2012 Presentation
October 4, 2012
We Want YOU ... to Turn Things Off—Marketing DR Programs Let’s make sure we’ve got this straight: When we run demand-response and pricing programs, we tell our customers to turn off perfectly good loads. How are we supposed to sell that idea without completely confusing ...
Content type: Forum, Slides | Author: Dulcey Simpkins
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
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
Business Advisory Panels Build Trust and So Much More!
September 25, 2012
September 2012 issue of the E Source Business Market newsletter.
Content type: Service E-mail | Document ID: BMS_SE_9-25-12
Five of the Hottest Trends in Utility Marketing
September 20, 2012
Join us to learn about the hottest trends in utility marketing. Plus, we'll debut Energy AdVision, our newest online, interactive tool that allows you to see these trends in action.
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Content type: Web Conference | Document ID: RES-WC-9-12-Trends | Author: Katie Ruiz
Five of the Hottest Trends in Utility Marketing
Slides
September 20, 2012
These are the web conference slides.
Content type: Slides | Document ID: RES-WC-9-12-Trends-SL | Author: Katie Ruiz
Five of the Hottest Trends in Utility Marketing
Recording
September 20, 2012
This is the web conference recording.
Content type: Recording | Document ID: RES-WC-9-12-Trends-R | Author: Katie Ruiz
Solving Energy's Invisibility Problem
September 19, 2012
A variety of factors, such as the availability of information, can influence people’s perceptions and participation rates in many activities, including energy-efficiency programs.
Content type: E Source Blog | Document ID: ES-Blog-9-19-12-Invisibility | Author: Beth Hartman - Senior Research Associate
Hottest Trends
September 11, 2012
September 2012 issue of the E Source Residential Market Service newsletter.
Content type: Service E-mail | Document ID: RES_SE_9-11-12
Why Are EVs Such a Hard Pill to Swallow?
September 6, 2012
Everyone seems to have an opinion about what the future holds for EVs, but I recently heard a rather unique metaphor for EV marketing that really stuck with me: So far, many of the failures we’ve seen in EV marketing stem from the simple fact that they’ve been sold like medicine.
Content type: E Source Blog | Document ID: ES-Blog-9-6-12-EV-Pill | Author: Bryan Jungers - Research Manager
Listen to Your Business Customers, and They’ll Listen to You
Get Smart Through Business Advisory Panels
August 30, 2012
Would you like to better understand the needs of your business customers and strengthen your customer relationships? Look no further—business advisory panels can help you achieve these goals!
Content type: Research Brief | Document ID: BMS-RB-12 | Author: Katie Ruiz
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
E-Channel: Voice of the Customer
Finding the Right Metrics in the Flood
August 14, 2012
On one level, capturing the "voice of the customer" through digital channels is relatively easy compared with doing it with the call center or field employees. Online channels (we'll leave Voice over IP [VoIP] out of this for now) don't require transcription or voice analytics to categorize and parse ...
Content type: E Source Blog | Document ID: ES-Blog-8-14-12-VoC | Author: Matthew Burks - Senior Product Manager for E Source Customer Experience Services
Grassroots Marketing
August 14, 2012
August 2012 issue of the E Source Residential Market Service newsletter.
Content type: Service E-mail | Document ID: RES_SE_8-14-12
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
Best Practices in Outage Communication
July 12, 2012
July 2012 issue of the E Source Customer Experience newsletter.
Content type: Service E-mail | Document ID: CES_SE_7-12-12
Multicultural Marketing
July 10, 2012
July 2012 issue of the E Source Residential Market Service newsletter.
Content type: Service E-mail | Document ID: RES_SE_7-10-12
Grassroots Marketing: Tried-and-True Strategies That Never Go Out of Style
June 21, 2012
Tapping into the roots of your communities through grassroots marketing strategies is a great way to create awareness and understanding around your energy-efficiency initiatives and incentives programs. Don’t let the power of Main Street pass you by!
Content type: Focus Report | Document ID: RES-F-44 | Author: Katie Ruiz
Customer Satisfaction: Is That Really All We're Striving For?
June 5, 2012
Customer satisfaction holds a high level of importance in our industry, but is it really the one metric we should hold as the holy grail? I’m not convinced it is.
Content type: E Source Blog | Document ID: ES-Blog-6-5-12-CustomerSat | Author: Maureen Russolo - Director of E Source Customer Experience Services
Top 3 Questions from Customer Experience 101
May 18, 2012
The day before the 2012 E Source Utility Customer Experience Conference, we held a preconference session titled "Getting Prepared for Customer Experience Management" to answer some basic questions, much like a Customer Experience 101 course.
Content type: E Source Blog | Document ID: ES-Blog-5-18-12-CE101 | Author: Sarah Fiebiger - Senior Research Associate
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
Grassroots Marketing Tactics
May 9, 2012
May 2012 issue of the E Source Residential Market Service newsletter.
Content type: Service E-mail | Document ID: RES_SE_5-9-12
Electric Vehicles Can Energize Local Economies
April 24, 2012
Can utilities profitably position themselves as the next economic engine within their communities? The short answer is, "Yes." We're still in the early innings of the EV ballgame, but I have reason to believe EVs will be net job creators, helping to arrest the flow of assets out of communities.
Content type: E Source Blog | Document ID: ES-Blog-4-24-12-Economies | Author: Justin Lowell Bellew - Guest Blogger
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
