pacific gas and electric creating energy efficiency engagement among small and midsize businesses...
TRANSCRIPT
Pacific Gas and Electric Creating Energy Efficiency Engagement among
Small and Midsize Businesses
October 03, 2015
Demand generation • Lead generation • CRM
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J&C History and Capabilities
Direct Marketing is in our DNA
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Data-driven creative…mining words to use in headlines, subheads, copy, calls to action, etc.
• Web• Online Display• Email• Content Marketing• Video• Retargeting
• TV• Radio• Print• Sunday Supplements• FSI’s• Direct Mail
• Keywords• Keyword phrases• Search terms• Competitive keywords• Pay Per Click
• Facebook• Twitter• Pinterest• YouTube• LinkedIn• Link to landing
pages Social Media
SEOSEM
Online Offline
Test paid search copy for price, messaging, offer, calls-to-action, brand/product terms
and other differentiators that get
clicks
Look for words that overlap:
Search TermsConsumer TermsIndustry Terms
Use content analysis of words, phrases,
paragraphs, articles, posts, social, online,
offline, across channels and audiences
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sssPacific Gas and Electric
Company (PG&E), headquartered in
San Francisco, CA provides electric and natural gas service to
businesses and residents throughout northern and central
California
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Most customers of utilities never think about their energy
provider until there is a service disruption or outage. Utilities are
an extremely low engagement category
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Eligible Respondents
Recalled Mailings< 20%
No Serious Consideration Given to Enrolling/BEC
> 80%
Bottleneck 2:Low
Interest
Attempted to Enroll/ Complete BEC
~ 10%
Bottleneck 3:Little benefit
Bottleneck 1:Low impact
Barriers to Energy Efficiency Engagement
Low impact: Over 80% of eligible respondents did not recall any DM pieces or EE-related emails;
Low interest: Over 80% of those who recalled the mailings or emails, had no serious interest to enrolling in My Energy or completing a Business Energy Checkup (BEC) profile;
Little benefit: No more than 10% of recipients that recalled the Pilot program attempted to enroll in My Energy or complete a BEC profile.
Telephone research conducted by the Blackstone Group
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PG&E had a big-picture vision for energy
management and was looking to revolutionize
energy solutions for customers
Yet PG&E’s commitment to innovation and vast
expertise in creating more energy efficient businesses were not easily found or accessible by customers
looking for solutions
The challenge
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PG&E’s extensive energy management resources
needed to be mined, rearticulated and
disseminated in a way that helped customers self-realize
ways they can save and implement solutions
Content Marketing helped ensure PG&E was
connecting with the right customer mindsets with the right information at
the right time
Breaking through to customers
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Content marketing objectives
Goals of the Content Marketing program
Establish PG&E as an innovator and thought leader in
cutting edge energy solutions
designed specifically for
customers
Connect with customers with
timely and relevant savings information at
points when they are looking to
solve a problem
Generate hand raisers and move customers along
their energy management
journey
Provide engaged customers with
new energy management solutions they may not have
considered
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The key for this strategy was
to intercept customers
when they were actively
looking to solve a problem,
repair equipment, find a
contractor…decisions that
can impact energy use
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Customers don’t actively search for energy solutions, they search for answers to problems
Frustration with cost In need of repair Dissatisfied with performance
Example Problems
Wants to lower the energy bill
Problem with spaces being too hot, cold or uncomfortable, something broken
Becoming dissatisfied with the performance and cost of outdated appliances
Example Searches
Ways to save money, lower energy bill
Fix heating, cooling or ventilation issues
Upgrade appliances, possibly by type or brand name
Example Content
10 ways to make your office more efficient with LED lighting
Considerations before calling an HVAC contractor
The dos and don’ts of upgrading your commercial kitchen
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PG&E needed to shift how they connect with SMB’s to provide valuable information on the user’s terms
Content provides a way for utilities to establish themselves as an industry authority that offers solutions to their customers’ most pressing needs, when the customer wants it.
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sss
The Content Marketing program starts with a
series of SEO-driven content articles on
Energy Efficiency that are promoted via social
channels
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complex industries and challenges
Blog
Landing Pages/Data Collection
Ebook
Inbound CRMBehavior-basedNurture Emails
Website
Components of the PG&E Content Marketing program
Banners Ads
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Also included in the SMB integrated campaign was
a direct mail package with a letter that
achieved an overall 2.3% response rate targeting
those that also downloaded content.
PG&E has a winning format for direct mail
A coupon area is used to drive response and deliver a
reminder checklist with a perforation or cut-off
A “Right Rail” is borrowed from HTML. It is easy
to scan area of a letter that can
include important
messaging, benefits, calls-
to-action and a deadline date
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complex industries and challenges
Performance highlights of PG&E’s program
• Rule of thumb for online form submissions is 1-1.5% of
total visitors. PG&E is currently attaining about a 7%
average form submission rate for online forms. Higher
than the 5-7% goal
• PG&E has attained about an 18% form submission rate on
the most frequently downloaded ebook
• Over 10,000 page views and customers engaged by
content