Efficiently Marketing Efficiency

Transcription

1 Efficiently Marketing Efficiency A Market Segmentation Study 1 NRECA MARKET RESEARCH SERVICES

2 NRECA MARKET RESEARCH SERVICES BiCoalar??

3 Can you judge a book by its cover? NRECA MARKET RESEARCH SERVICES 3

4 Video 1 NRECA MARKET RESEARCH SERVICES 4

5 Video 2 NRECA MARKET RESEARCH SERVICES 5

6 Efficiently Marketing Efficiency 1. Research Overview 2. Findings and Implications 3. Putting it to Use NRECA MARKET RESEARCH SERVICES 6

7 Market Segmentation Objectives Explore members views on topics likely to impact level of interest in energy efficiency programs, including: Perception of/satisfaction with co-op Views on energy situation Concern regarding environment Electricity bill Energy efficiency steps taken/plan to take Cost of electricity Interest in energy efficiency programs Technology use and views Lifestyle and demographics NRECA MARKET RESEARCH SERVICES 7

8 Survey Methodology Rate agreement with 46 attitudinal statements regarding... Electric power and the environment Renewable energy Energy efficiency and conservation Energy use and cost Technology and media habits/use Lifestyle Statements used to derive market segments NRECA MARKET RESEARCH SERVICES 8

9 Survey Methodology Random sample of residential members screened and recruited by phone $20 incentive to complete mail or online survey 1,200 completed surveys January through October, 2012 Members of 6 co-ops in: Oregon Kentucky Colorado Arizona Minnesota NRECA MARKET RESEARCH SERVICES 9

10 Demographic Data Append Prior to surveying, co-op household addresses sent to database info provider (Acxiom) to append Demographics (age, children, household size, education, income, children, political party, etc.) Home statistics (square footage, value, length of residence, urban/rural, etc.) Co-ops also appended data (usage, bills, connect date, program participation, etc.) NRECA MARKET RESEARCH SERVICES 10

11 Segments NRECA MARKET RESEARCH SERVICES 11

12 Actively Green Who are they? Big proponents of renewable energy Very concerned about climate change Applaud efforts of environmental orgs Motivated to be energy efficient Willing to change lifestyle Actively monitor energy use Adjust thermostat Invest in energy efficiency now Like doing business over Internet Involved in civic/local affairs Median Age 54 Median Income $66,300 Married 67% (L) Children 29% College Degree 59% Suburb/Urban 43% Homeowner 81% (L) Renter 19% (H) New Home 29% Home 18% Hybrid driver 8% (H) Vote all the time 67% Vote Democratic 48% NRECA MARKET RESEARCH SERVICES 12

13 Involved Locally Shorter Residence ACTIVELY GREEN Internet Savvy Like Hybrids NRECA MARKET RESEARCH SERVICES 13

14 Actively Green Segment Most Likely To Feel appliances waste too much energy Have taken steps in past year to conserve Have used rebates and discounts from co-op Use online home energy calculator and view use online Use load management and demand response programs Pay more to get electricity from renewable resources Be aware of renewable energy already in mix NRECA MARKET RESEARCH SERVICES 14

15 Actively Green Programs/Services of Interest Preferred Communications Media Renewable Energy Programs View Energy Use Smart Phone App Programmable Thermostats Online Energy Audits Weatherization CFLs Load Management Programs Demand Response Programs Time-Of-Day Rate Home Energy Management System Conservation Peak Alert Programs Rebates and Incentives NRECA MARKET RESEARCH SERVICES , texting, social media, apps, co-op website, YouTube Energy-saving program info through , bill stuffers and co-op magazine. Messages That Resonate Environmentally friendly Invest now; cost of power to increase Waste not want not The right thing to do Local community 15

16 Conveniently Green Who are they? Big proponents of renewable energy Concerned about climate change, but cyclical Applaud environmental orgs, but often impractical Already energy efficient - can t improve much Busy; don t adjust thermostat or review energy use Energy efficiency important, especially lowering bills Looking for ways to save money Somewhat low-tech, prefer human touch Like things simple don t like gadgets Concerns about privacy and technology failing Like local companies Anything that saves co-op money saves them too Highest satisfaction with co-op Highest member identity Median Age 59.6 Median Income $57,200 (L) HS Education 52% Work FT 40% Retired 39% Married 74% Children 29% Rural 65% Homeowner 88% Mobile/Mfd Home 20% (H) Female 70% (H) Vote Democratic 50% (H) NRECA MARKET RESEARCH SERVICES 16

17 Like Renewable Energy Once-and-Done Improvements Busy Females Frugal CONVENIENTLY GREEN

18 Conveniently Green Like Once-and-Done Energy Improvements Spent the most in past year on appliances and other measures Most likely to take steps in next year to conserve Most likely to override their programmable thermostat A 20% increase in electric rates would motivate to view electric use information, but want simple information Segment second most likely to pay more for renewable energy Lowest monthly average kwh use NRECA MARKET RESEARCH SERVICES 18

19 Conveniently Green Programs/Services of Interest Free Energy Audits Weatherization Programmable Thermostats CFLs Load Management Programs Demand Response Programs Rebates and Incentives Renewable Energy Programs Prepaid Electric Programs View Energy Use on Bill NRECA MARKET RESEARCH SERVICES Preferred Communications Media Rely on TV and newspaper to stay informed on local news and events Not likely to use social media or visit coop website Energy saving program info through bill stuffers and newsletter/magazine Messages That Resonate Saving money Environmentally friendly Invest now; payback period Once-and-done energy improvements Member-ownership Save co-op $ = save member $ 19

20 Indifferent Techies Who are they? Middle-of-the-road on energy issues Have room for improvement on energy efficiency Not willing to make major changes to lifestyle Like doing business over Internet, gadgets First to adopt new technology Human touch not very important Convenience driven People come to them for advice Least likely to have member identity Busy NRECA MARKET RESEARCH SERVICES 20 Median Age 47.6 (L) Under 45 44% Median Income Employed FT College Degree Married 73% Children Suburban/Urban Home $72,200 (H) 63% (H) 60% (H) 39% (H) 47% (H) 19% (H) Homeowner 86% New Home 27% Single-family Home 83% (H)

21 Home Office INDIFFERENT TECHIES Young Families Suburban Affluent NRECA MARKET RESEARCH SERVICES 21

22 Indifferent Techies Like Convenience and Technology Not very likely to weatherize, insulate, or energy audit Least aware of current co-op programs Most likely to have a programmable thermostat Would view energy use every few weeks and prefer detailed information Second most likely to use home energy management system NRECA MARKET RESEARCH SERVICES 22

23 Indifferent Techies Programs/Services of Interest View Energy Use on Any Device Smart Phone App Programmable Thermostats Online Energy Audits Online Home Energy Calculator Home Energy Management System Preferred Communications Media , social media, texting, mobile apps, smart phone, YouTube Most likely to have visited co-op website and contacted the co-op via Energy saving program info through (by far) Messages That Resonate Cool gadgets State-of-the-art technology Convenience NRECA MARKET RESEARCH SERVICES 23

24 Indifferent Analogs Who are they? Middle-of-the-road on energy issues Slightly more willing than Techies to conserve, but much less likely than green segments Very low-tech Don t like to do business on Internet Concerns about privacy Not involved in civic/local affairs Have time to get things done Human touch important High member identity Longest tenure with co-op Median Age 60.4 (H) 55 or Older 68% (H) Median Income $59,100 HS Education 56% Married 74% Children 21% (L) 3+ Adults in Home 45% (H) Rural Retired 72% (H) 43% (H) Homeowner 88% In Home >10 Yrs 43% (H) NRECA MARKET RESEARCH SERVICES 24

25 Human Touch Important Not Busy, Low Tech INDIFFERENT ANALOGS Older Homes Rural

26 Indifferent Analogs Low Tech; Averse to Change Spend least amount on energy efficiency measures Not likely to: adjust thermostat install programmable thermostat investigate/view energy use, take an online home energy audit Not going to replace appliances until they break With Environmental Skeptics, highest monthly kwh use NRECA MARKET RESEARCH SERVICES 26

27 Indifferent Analogs Programs/Services of Interest Weatherization Insulation Rebates View Electric Use on Monthly Bill Preferred Communications Media TV, newspaper, co-op newsletter/magazine, word of mouth Not likely to use social media, visit co-op website, or co-op Typically only use mobile phone for calls Energy saving program info through bill stuffers, followed by the newsletter/magazine Messages That Resonate Human touch Simple to use/implement Hassle-free Low-tech NRECA MARKET RESEARCH SERVICES Low cost 27

28 Environmental Skeptics Who are they? Renewable energy not important Too expensive Disagree green energy will create new jobs Climate change is cyclical and over-stated not a serious problem Disagree that we need to help the planet to benefit future generations Not concerned about people using too much electricity Only interested in energy efficiency to save on bills Not willing to change lifestyle to conserve Not concerned about cost of electricity increasing Somewhat low-tech Get too much information/junk mail Not very involved in civic/local affairs Lowest interest in hybrids Lowest satisfaction with co-op NRECA MARKET RESEARCH SERVICES 28 Median Age or Older 66% Median Income $65,500 Completed College 56% Married 80% (H) Children 29% Rural 68% Homeowner 89% Home 17% Male 67% (H) Always Vote 76% (H)

29 Married Male ENVIRONMENTAL SKEPTICS Too Much Info Voters Electricity Users NRECA MARKET RESEARCH SERVICES 29

30 Environmental Skeptics Not Interested in Energy Efficiency Least likely to have taken energy efficiency steps in past year Least likely to plan to take any steps in the next year Would not pay more for renewable energy Often aware of co-op programs, but not participating View electricity use once/month on bill; prefer simple info With Indifferent Analogs, highest monthly kwh use Most likely to use electricity for home heating (41%) Most likely to say their electric power comes from coal NRECA MARKET RESEARCH SERVICES 30

31 Environmental Skeptics Programs/Services of Interest View Energy Use on Bill Simple Information Preferred Communications Media TV and Radio Slightly more likely than Indifferent Analogs to use social media and Slightly more likely than Indifferent Analogs to use mobile phone for more than just calls Energy saving program info through the co-op newsletter/magazine, followed by bill stuffers and Messages That Resonate NRECA MARKET RESEARCH SERVICES Saving on bills Convenience Nothing environmental 31

32 Questions That Best Predict Segment Membership 8 questions predict 78% correctly: Combating global warming and climate change motivates me to use less electricity Integrating more green energy will create new jobs Climate change is real, but is a cyclical process that the planet goes through and is out of our control I like doing business on the Internet because I am not limited to regular business hours and don t have to leave home I am concerned about protecting the environment, even if it costs me more I don t adjust my thermostat up and down because it will just cost more when the AC or heat has to catch up later to reach a comfortable temperature The threat of climate change is overstated Renewable energy sources like wind and solar are important for utilities to enhance the power supply Plug answers into algorithm to predict segment membership NRECA MARKET RESEARCH SERVICES 32

33 Next Steps Identifying segment membership for individual members using 8-10 question survey Post cards, bill stuffers, magazine inserts /online and web intercept surveys Add the questions to other surveys Use for targeted marketing of energy efficiency, demand response and renewable energy programs and services Understand the make-up of your membership and which programs will be of most interest Customize communications and direct mail Lead generation for specific programs and services NRECA MARKET RESEARCH SERVICES 33

34 Actively Conveniently Indifferent Indifferent Environmental GREEN GREEN TECHIES ANALOGS SKEPTICS Renewables Renewables and climate change important Renewables important; climate change cyclical Low concern Low concern Renewables too expensive Not needed Energy Efficiency Very motivated Room to improve Once-and-done improvements Room to improve Not motivated Room to improve Not motivated Not willing to conserve Technology Internet savvy Like gadgets Low-tech High-tech, Internet Gadgets Very low-tech Low-tech Demographic 2 nd youngest 2 nd most affluent Lowest income Female YUPPIES Oldest, retired 2 nd least affluent Rural, older homes Married Male Media , newsletter, bill stuffer, social media, web, text Bill stuffers, newsletter, TV, newspaper , social media, web, text, apps, YouTube Bill stuffer, newsletter, TV, newspaper, word of mouth Newsletter, bill stuffers, TV, radio, Messaging 34 Environmentallyfriendly; invest now; right thing to do; community Once-and-done; save money; Cool gadgets; Easy to do; hasslefree; payback period; state-of-the-art; low-tech; memberownership NRECA MARKET convenience RESEARCH human touch SERVICES Save on bills; convenience

35 BiCoalar?? Bruce Barlow (703) Gina Ricci (239) NRECA MARKET RESEARCH SERVICES