110 likes | 243 Views
Marketing Demand Response Programs Pravin Bhagat, Senior Director Marketing Comverge Inc. 973.947.6048 PBhagat@Comverge.Com. Custom Channel Mix. Utility Specific Channel Strategy. Custom Channel Mix. Residential/ Small Business. Content Theme / Positioning. Prospect Mindset.
E N D
Marketing Demand Response ProgramsPravin Bhagat, Senior Director MarketingComverge Inc.973.947.6048PBhagat@Comverge.Com
Custom Channel Mix Utility Specific Channel Strategy
Custom Channel Mix Residential/ Small Business
Clean Energy Thinking / Psychographics Source: Roper ASW. “Green Gauge Report”
Turning Challenges into Solutions / Objections Challenges Solutions • Educate prospects • Most participants won’t notice cycling • Option to opt out Comfort Level • Voluntary program • High satisfaction level • Choice of technologies (Switch & PCT) Perceived Loss of Control • Millions of devices installed nationwide • High satisfaction level • Grid reliability, good for the community, long term cost savings Will it Work?
Turning Challenges into Solutions / General Challenges Solutions • Variable cycling strategy • Save Desk at in-bound call center • Choice of technologies • Communicate regularly with existing customers Churn & Customer Satisfaction • Vary marketing focus • Upgrade existing offer • Introduce new incentives Offer Wear-out • Usage algorithms - Lower cost and higher customer satisfaction Targeting Accuracy
Turning Challenges into Solutions /Market Segments Challenges Solutions • Traditional channels – DM, Web & Bill • Leverage in-bound call center and new media • Explore non-traditional channels Residential • Face-to-Face • Communities of Interest • Address concerns: cycling, opt-out option • Innovative incentive solutions Small Business • Multi-Dwelling Units and Commercial • Face-to-Face • HVAC Service Companies Property Owners