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Custom Channel Mix

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.

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Custom Channel Mix

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  1. Marketing Demand Response ProgramsPravin Bhagat, Senior Director MarketingComverge Inc.973.947.6048PBhagat@Comverge.Com

  2. Custom Channel Mix Utility Specific Channel Strategy

  3. Custom Channel Mix Residential/ Small Business

  4. Content Theme / Positioning

  5. Prospect Mindset

  6. Clean Energy Thinking / Psychographics Source: Roper ASW. “Green Gauge Report”

  7. 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?

  8. 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

  9. 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

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