custom channel mix
DESCRIPTION
Marketing Demand Response Programs Pravin Bhagat, Senior Director Marketing Comverge Inc. 973.947.6048 [email protected]. Custom Channel Mix. Utility Specific Channel Strategy. Custom Channel Mix. Residential/ Small Business. Content Theme / Positioning. Prospect Mindset. - PowerPoint PPT PresentationTRANSCRIPT
Comverge Confidential & Proprietary 1
Marketing Demand Response ProgramsPravin Bhagat, Senior Director Marketing
Comverge [email protected]
Comverge Confidential & Proprietary 2
Custom Channel Mix
Utility Specific Channel Strategy
Comverge Confidential & Proprietary 3
Custom Channel Mix Residential/Small Business
Comverge Confidential & Proprietary 4
Content Theme / Positioning
Comverge Confidential & Proprietary 5
Prospect Mindset
Comverge Confidential & Proprietary 6Source: Roper ASW. “Green Gauge Report”
Clean Energy Thinking / Psychographics
Comverge Confidential & Proprietary 7
Turning Challenges into Solutions / Objections
Challenges Solutions
Comfort Level Educate prospects Most participants won’t notice cycling Option to opt out
Perceived Loss of Control
Voluntary program High satisfaction level Choice of technologies (Switch & PCT)
Will it Work? Millions of devices installed nationwide High satisfaction level Grid reliability, good for the community, long term cost savings
Comverge Confidential & Proprietary 8
Turning Challenges into Solutions / General
Challenges Solutions
Targeting Accuracy
Usage algorithms - Lower cost and higher customer satisfaction
Offer Wear-out Vary marketing focus Upgrade existing offer Introduce new incentives
Churn & Customer Satisfaction
Variable cycling strategy Save Desk at in-bound call center Choice of technologies Communicate regularly with existing customers
Comverge Confidential & Proprietary 9
Turning Challenges into Solutions / Market Segments
Challenges Residential Traditional channels – DM, Web & Bill
Leverage in-bound call center and new media Explore non-traditional channels
Face-to-Face Communities of Interest Address concerns: cycling, opt-out option Innovative incentive solutions
Small Business
Property Owners Multi-Dwelling Units and Commercial Face-to-Face HVAC Service Companies
Solutions
Comverge Confidential & Proprietary 10