Home Performance with ENERGY STAR Program (HPwES) Donna L. Bambrough Program Marketing Manager

Transcription

1 Home Performance with ENERGY STAR Program (HPwES) Donna L. Bambrough Program Marketing Manager

2 Driving Demand for Home Energy Improvements gov/

3 Home Energy Improvement Program Research says Research well worth the time! Time spent studying the success/failure of other programs and the target population is time well spent Typical home energy improvement customers are: Older individuals Higher incomes and/or wealthier Older homes No children at home Less ethnically diverse Know your customer demographics, values, life-stage, hot y g p,, g, issues, propensity for participation, barriers for participation and entry point opportunities.

4 HPwES Program Marketing says Program Action Item(s) Append demographic and behavioral data to: Past HPwES customers Customers who had an energy assessment but did not make any improvements (or made improvements, but did not participate in the program) Segment Customers Different messages for different market segments Find more potential customers Birds of a feather flock together

5 Home Energy Improvement Program Research says It is not enough to provide information; programs must sell something people want High energy use and costs are not currently pressing issues What s in it more me Comfort Health Livability Easy, no hassles to make improvements Save money and energy Rewards for making changes Environmental responsibility and self-reliance Community engagement and participation Financial investment and security Social norm (everyone s doing it)

6 HPwES Program Marketing says Program Action Item(s) These program key messages will be included and incorporated in program material and collateral Different messages for different segments

7 Home Energy Improvement Program Research says Language is powerful. Language matters. Avoid meaningless or negatively-associated words like retrofit and audit. Use words and way of communicating that tap into customers existing mental frames. Case studies Personalize whenever possible Communicate value Frame statements in terms of loss rather than gain Example: Until you air seal and add more insulation in your attic you are going gto continue to have higher utility bills. Induce a commitment from homeowner. Active participants. Have the homeowner follow you through their home s energy assessment. Educate. Encourage questions.

8 HPwES Program Marketing says Program Action Item(s) Use descriptive words such as: energy assessment or home energy improvement Help homeowner understand the program concepts (ex: layer of clothes, mechanic, mpg) Communicate value (ROI) Involve the customer EnergyMeasure HOME Reports Program Video(s) Educational Flyers and Information Social Media Testimonials Referrals Develop case studies

9 Home Energy Improvement Program Research says One-touch is not enough Three-times convincer Energy efficiency = tough sell Can be expensive Can t be readily touched, tasted or seen Can t show and brag about it to your neighbor or family

10 HPwES Program Marketing says Program Action Item(s) Layer traditional and non-traditional marketing and outreach strategies to deliver multiple customer touches to: Build program awareness Drive homeowner towards investing in home energy improvements

11 Home Energy Improvement Program Research says Make it easy, make it fast! Offer seamless, streamlined services K.I.S.S. Minimize the paperwork Make it quick and painless Quality customer service Offer rewards

12 HPwES Program Marketing says Program Action Item(s) Develop strategies to: Assist customers in finding HPwES Trade Allies Help Trade Allies find more customers Streamline website and Call Center Events and tradeshows Collateral material (Print-on-Demand)

13 Home Energy Improvement Program Research says Rewards and other incentives do matter Motivate the customer Motivate the Trade Ally

14 HPwES Program Marketing says Program Action Item(s) Promote the program reward and savings-bonus to homeowners Encourage Trade Allies to participate in the Cooperative Advertising i Reimbursement Program Provide tools and resources for Trade Allies to succeed in the program Celebrate successes: Trade Ally spotlights, press releases, case studies, etc.

15 Home Energy Improvement Program Research says Know success and failure by measuring it, and experiment to figure out what works Pilot program before launching full-scale programs Experiment with different strategies Design for data collection and evaluation at the start t to allow for: Mid-stream adjustments Better selection among strategies Knowing success when it arrives Take in account the all in costs to evaluate program success and calculate an acquisition cost Test, test and test again Measure Pilot Experiment

16 HPwES Program Marketing says Program Action Item(s) Track program and campaign results What works What does not work Pilot different strategies Test, test and test again

17 Home Energy Improvement Program Research says Trade Allies should be full partners Well qualified, trustworthy Ability to provide program feedback and suggestions Committed to the program = trusted by customers

18 HPwES Program Marketing says Program Action Item(s) Open door policy Provide feedback to program staff Telephone Face-to-face meeting Round table discussions Questionnaires You succeed = Program succeeds

19 Print-on-Demand Website Portal Customizable sales/marketing templates and printing resource Phase 1 Marketing/Sales Brochures, Flyers, Inserts, etc. Home Leave Behind Collateral / Educational Material Operational forms Ability to add your company name and logo Change photos and text Printed pieces delivered directly to your company Phase 2 Cooperative Advertising Reimbursement Program Seasonal Marketing Campaigns Promotional Items

20 HPwES Program Marketing says Program Version Trade Ally Version

21 HPwES Program Marketing says Questions?

22 HPwES Program Contact Information Carter Dedolph, Senior Program Manager or Donna Bambrough, Program Marketing Manager or Contact your Regional Manager