9
Behavioral Science Marketing Chris Corcoran VP Marketing & Strategy OPOWER Ac! 6
| Date post: | 15-May-2015 |
| Category: |
Business |
| Upload: | tod-plotkin |
| View: | 1,565 times |
| Download: | 0 times |
Behavioral Science Marketing
Chris CorcoranVP Marketing & Strategy
OPOWER
Ac! 6
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Marketing Can Save The Environment!
Chris Corcoran!OPOWER!Manager, Strategy and Marketing!Next DC – Monday, January 23!
2!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Citizenship!
Turn off AC &!Turn on Fan!
Environment!
Turn off AC &!Turn on Fan!
$$$!
Turn off AC &!Turn on Fan!
Schultz & Cialdini. San Marcos Study, 2003!Hewlett Foundation San Marcos Study!
Conservation messages printed on door hangers and left on homes!
Motivations for Saving Energy!
3!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Citizenship!
Turn off AC &!Turn on Fan!
Environment!
Turn off AC &!Turn on Fan!
$$$!
Turn off AC &!Turn on Fan!
Zero Impact on Consumption!
Schultz & Cialdini. San Marcos Study, 2003!Hewlett Foundation San Marcos Study!
Conservation messages printed on door hangers and left on homes!
Motivations for Saving Energy!
6% Drop in Consumption!
Neighbors!
Turn off AC &!Turn on Fan!
4!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Utility Bill Facelift!
5!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
New Utility Front End – A Marcom Platform!
OPOWERʼs Multi-Channel Platform!
6!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
OPOWER Impact!
• We reach 8 million US homes today!• Zero opt-in participation required, 85% action rate!• Deployed nationally, could remove 4 million homes from grid!
7!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Marketing Takeaways!
• Test messaging for effectiveness of motivation!• Use all available channels; concentrate on the channels
where users naturally gravitate!
8!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Thank You!Chris Corcoran!
Manager, Strategy & Marketing!
Weʼre Hiring!!
www.opowerjobs.com!
