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Designing Direct Marketing Materials to Sell Green Power: A Guide for Utility Product ManagersPublished by: IDC Published: Jul. 31, 2006 - 57 Pages Table of ContentsTable of Contents Energy Insights Opinion Executive Summary Background and Approach Has something gone wrong with green power marketing? Awareness: why isn't anyone answering me? Methods and approach Table: Advertisements Studied Table: Direct Marketing Review Panel A Green Power Recipe for Better Direct Marketing A note on the placement of ads in the text Ingredient #1: Choose a single message and communicate it clearly Figure: Xcel Energy - After All Nature Has Done for Us (side 1) Figure: Xcel Energy - After All Nature Has Done for Us (side 2) The headline must communicate the central idea Ingredient #2: Use the right messages, and tap into readers' preexisting emotional needs Figure: Community Energy - Catch the Wind (side 1) Figure: Community Energy - Catch the Wind (side 2) Table: Community Energy - Catch the WindSummary Information Figure: MidAmerican Energy - Power for Generations to Come Figure: MidAmerican Energy - Power of Freedom Ingredient #4: Target the market Figure: MidAmerican Energy - Sowing the Seeds Ingredient #5: Don't talk too much Commanding attention with graphics Figure: Moorhead Public Service - Help Moorhead Catch Its Second Wind (side 1) Figure: Moorhead Public Service - Help Moorhead Catch Its Second Wind (side 2) Figure: City of Palo Alto Utilities - Palo Alto Green (side 1) Figure: City of Palo Alto Utilities - Palo Alto Green (side 2) Table: City of Palo Alto Utilities - Palo Alto Green Summary Information Figure: Eugene Water & Electric Board - Spun from Thin Air Table: Eugene Water & Electric Board - Spun from Thin Air Summary Information Figure: Holy Cross Energy - Wind, Water & Sun (side 1) Figure: Holy Cross Energy - Wind, Water & Sun (side 2) Table: Holy Cross Energy - Wind, Water & SunSummary Information Stumping the Experts - Does Love or Fear Sell Better? The Beauty Contest Creating fertile ground Acknowledgement Notes Appendix - Expert Panelists' Biographies Synopsis AbstractU.S. electric utilities rely heavily on direct mail and bill inserts to market their green pricing programs. However, these efforts generally receive response rates well below those achieved by similar advertising in other industries. But some green power direct marketing outperforms the pack. To understand the factors at play, we reviewed seven direct marketing campaigns that have proven unusually successful in selling green power. We assembled a review panel of both green marketing experts and advertising professionals from outside the renewable energy world to assess the strengths and weaknesses of the materials. Based on the experts' analyses, this report lays out basic guidelines for effective green energy advertising. We develop a "recipe" that utility managers and others can use to improve their direct marketing, boost response rates, and reduce customer acquisition costs. Get Full Details About This Report >> |
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