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Pacific Gas and Electric Creating Energy Efficiency Engagement among Small and Midsize Businesses...

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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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Page 1: Pacific Gas and Electric Creating Energy Efficiency Engagement among Small and Midsize Businesses October 03, 2015 Demand generation Lead generation CRM.

Pacific Gas and Electric Creating Energy Efficiency Engagement among

Small and Midsize Businesses

October 03, 2015

Demand generation • Lead generation • CRM

Page 2: 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

Page 3: 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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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

Page 4: 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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Content Marketing at

Page 5: 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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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

Page 6: 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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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

Page 7: 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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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

Page 8: 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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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

Page 9: 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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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

Page 10: 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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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

Page 11: 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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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

Page 12: 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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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

Page 13: 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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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.

Page 14: 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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sss

The Content Marketing program starts with a

series of SEO-driven content articles on

Energy Efficiency that are promoted via social

channels

Page 15: 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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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

Page 16: 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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A PG&E content landing page

Page 17: 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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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

Page 18: 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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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

Page 19: 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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