Innovations in Customer Targeting April 20, 2016

Transcription

1 Innovations in Customer Targeting April 20, 2016 Amy Vavak, National Grid Kristen Pomer, Eversource

2 Agenda Question: How are the PAs using innovative tools to drive participation? Brand Awareness Home Energy Audit Tool Lighting and Products Marketing Social Marketing Excellence 2

3 Brand Awareness Radio Digital Print Out-of-Home MassSave.com Website MassSave.com makes saving money on energy easy. Unlike hosting a sleepover for your third grader. 3

4 Building off Success MassSave.com traffic up 29.3% % Increase Site Visits 1,139,284 1,473, % Mobile sessions up 71% From 411,128 in 2014 to 701,361 in 2015 Mobile includes smartphone sessions (69%) and tablet sessions (31%) Unique visitors up 29% From 743,017 in 2014 to 962,073 in 2015 Downloaded materials up 12% From 222,845 in 2014 to 250,367 in

5 New for 2016 Residential Mobile Advertising Lead traffic driver to MassSave.com in 2015 Expand campaign in 2016 to target Hispanic and Portuguese audiences C&I Native Advertising Triggered through search keywords Ads are consumed the same way as editorial content Click through rate is on par with mobile advertising Paid Facebook Ads Most efficient traffic driver of all digital tactics Reach customers and their social networks Expand targeting to Hispanic and Portuguese audiences Mobile Geo-Fencing Reach consumers via smartphones and tablets at Home Depot and Lowe s locations while they are in a home improvement mindset 5

6 Home Energy Assessment Tool Customer friendly entry into offerings Lead generation for HEA Consistent branding Collects analytics and demographic data Complements other strategies 6

7 Challenge Lead Generation Aggressive EE goals Need to cost effectively generate leads Customers only think about energy 6 minutes per year Consistency Need same branding and tools across PAs But has to be personalized for the customer 7

8 Customer Friendly & Personalized 8

9 Monthly Activity Across PAs March 2014 to February Monthly Activity Across the PAs Visitors Audits Completed Leads Number of Participants March 2014 April May June July August September October November December January 2015 February March April May June July August September October November December January 2016 February Month 9

10 Targeted Remarketing Customized follow-up s to encourage customers to move forward with program opportunities (e.g. heating equipment, water heaters, central ACs) Eversource statistics Industry Average Targeted Remarketing Bounce rate (low=good) 9% 2% Open rate (high=good) 22% 65% Click-through rate (high=good) 13% 16% 10

11 Future Enhancements Renter scenario Renter question will enable renter path Possible Spanish and Portuguese translations Responsiveness design for optimal mobile device experience 11

12 MA Lighting & Products Marketing Recognized Nationally U.S. EPA ENERGY STAR Partner of the Year: U.S. EPA ENERGY STAR Sustained Excellence: 2012 present Greenlite Lighting President s Award: 2014 AESP Outstanding Achievement in Social Media: 2013 Greenlite Lighting Utility of the Year:

13 Past vs. Present Mass Save Energy Rebates - masssave.com Save up to $175 on Energy Costs w/ ENERGY STAR Certified Appliances. Home Energy Efficiency: Home Energy Savings The landscaped has shifted significantly over the past 5 years. We have kept right up with the changes. 13

14 Some Of Our Partners 14

15 Strong In-Store Presence 2015 Program Year Highlights: Over 4.8 million ENERGY STAR certified lighting products sold Over 10,000 retail store visits Approximately 200 events attended 128,000 pieces of point-of-purchase materials distributed 580 retail sales trainings completed 15

16 Out-of-the-Box Initiatives Unique methods in reaching new audiences and engaging customers 16

17 Social Media Excellence Facebook.com/MassSavers Started in 2010 (from fan #1) 119,750 page fans More than 70,000,000 impressions in 2015 (over 230,000 avg. daily impressions) Over 900 avg. daily engaged users in 2015 More than 76,000 video views in the first three months of Started in ,200 followers More than 2,250,000 organic impressions in 2015 (over 5,800,000 total impressions) More than 25,000 organic engagements in 2015 (over 71,000 total engagements) More than 2,900 media views and 9,400 link clicks in the first 3 month of

18 Strong Customer Engagement Relevant Content - Timely and seasonal - Addresses customer pain points Appealing Information - Giveaways and contests - Videos Exclusive Offers - Sales Promotions 18

19 Successful Online Sales Promos Progress to date: 22 online sales promos completed Over 106,000 products sold ; Concept Test initial interest, but no audience (roughly 1,000 Facebook fans) ; Trial & Error numerous lessons learned by administering to a growing Facebook audience (close to 50,000 Facebook fans for last promo in 2013) 2014 present; Achieving Results streamlined approach leads to strong performance (current offer available to combined 170,000 Facebook fans, Twitter followers, and subscribers) 19

20 Improving Customer Experience Helping to provide what is needed when its needed Making the customer take fewer steps Simplifying the customer s decision making process Online Offers and rebates Seasonal bulk stacks at big box retailers, e.g. Sears, Lowes, Home Depot In store instant rebates Focusing on differentiating factors 20

21 Excellent Customer Service Mass Save Lighting & Products social media team fields questions for all programs, working with PAs as needed to address questions Interactions are personal, genuine and prompt, improving customer experience 21

22 Converting Customers into Mass Save Program Brand Advocates 22

23 Thank You