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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
Great Minds Think Electric: Highlights from the 26th Annual Electric Vehicle Symposium
August 28, 2012
The electric vehicle (EV) has finally come of age. Or at least, that’s what EV industry insiders are all abuzz about.
Content type: Research Brief | Document ID: TAS-RB-55 | Author: Bryan Jungers
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
SMB Segmentation: Your Customers and Employees Will Thank You
January 9, 2012
Utility marketers will learn the direct effect that segmentation has on corporate goals – customer satisfaction and program participation – and the indirect effect that it can have on employee engagement.
Content type: Focus Report | Document ID: BCO-F-1 | Author: Jenny Field
Account Management Assessment 2011
Account Management Best Practices
December 14, 2011
Utility business account management groups often gauge their success by customer input, but a comparison to other utilities can deliver more-meaningful information. The 2011 Account Management Assessment provides in-depth, actionable data about account management practices across the utility industry. ...
Content type: Benchmark Study | Document ID: BAM-BMK-AMA-11 | Author: Alexandra Behringer, Sarah Fiebiger
How Utilities Classify Key, Large, Midsize, and Small Business Customers
December 14, 2011
Why is it useful for utilities to designate business customers into size categories, and what criteria are used to make these distinctions?
Content type: Ask E Source | Document ID: BMS-AskES-3 | Author: Sarah Fiebiger
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
Marketing Programs by Business Type
March 4, 2011
Unlike strictly technology-based approaches, a market-driven initiative that seeks out specific business sectors can help drive participation in multiple energy-efficiency programs, develop staff expertise, increase customer satisfaction, and focus marketing efforts.
Content type: Research Brief | Document ID: BMS-RB-8 | Author: Melanie Wemple
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
Handheld Devices for Small Business Energy Audits
October 22, 2009
What are the benefits of using handheld devices to conduct energy audits for small businesses? Who are the providers of such devices?
Content type: Ask E Source | Document ID: BCO-AskES-4 | Author: Florence Connally
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
Baby Boomers' Internet Use and Bill-Payment Behaviors
May 1, 2009
Do you have any information regarding Baby Boomers’ use of the Internet and how they pay their bills?
Content type: Ask E Source | Document ID: EBiz-AskES-5 | Author: Sarah Weldon
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
Viral Marketing
Creatively Promoting Load-Management Programs to Your Business Customers
January 15, 2009
Creative marketing channels can empower people to inform others about your business’s load-management program. By tapping into the existing social networks of business operators, you can give your marketing efforts a life of their own.
Content type: Research Brief | Document ID: SMB-RB-1 | Author: Chad Garrett
Turning Prospects into Participants
Effectively Marketing Load Management to Small and Midsize Businesses
December 15, 2008
Effective marketing is the most successful way of boosting business participation in load-management programs. Targeting messages to different sectors can reinforce that similar businesses are succeeding and allow you to address their unique business needs.
Content type: Focus Report | Document ID: SMB-F-22 | Author: Chad Garrett
Copywriting Made Easy with Target Profiles
How to Get Customers to Write Your Copy for You
December 1, 2008
Customer segmentation tells you a lot about your customers, but it doesn’t tell you how to speak their language. One solution to this problem is to move beyond target audiences as defined by your customer segments and personas and begin using target profiles.
Content type: Focus Report | Document ID: UCS-F-5 | Author: Matthew Joyce
Using Target Profiles to Craft Marketing Messages to Small Business Customers
September 1, 2008
We’ve segmented our customers and developed personas to help us focus on specific audiences, but we’re still feeling challenged when it comes to what messages to use. How do we craft a marketing message that resonates with our small business customers?
Content type: Ask E Source | Document ID: SMB-AskES-2a | Author: Matthew Joyce
Small Businesses Go Retro
Achieving Greater Penetration for Lighting Retrofit Programs
September 1, 2008
The marketing effectiveness of lighting retrofit programs for small and midsize businesses can be improved by targeting the right businesses through multiple channels and with messages that appeal to those business segments.
Content type: Service Report | Document ID: SMB-29 | Author: Chad Garrett
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
Progressive Segmentation of SMB Customers: A Systems Approach
June 1, 2008
Utility marketing, program, and research managers are under ever-increasing pressure to more effectively devise and market programs, products, and services that meet the needs of these customers while also satisfying utility regulators.
Content type: Focus Report | Document ID: SMB-F-13 | Author: Richard Wight, Christy McCulla, and Alexandra Behringer
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
Improving Demand-Response and Energy-Efficiency Program Participation
March 1, 2008
Why do utilities’ small business customers participate in certain demand-response and energy-efficiency programs but not others?
Content type: Ask E Source | Document ID: SMB-AskES-1 | Author: Kelsie Bell
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
