1 / 10

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.

keena
Télécharger la présentation

Custom Channel Mix

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related