Would you go the extra mile to reduce energy use — and cost?
Most consumers would. A break in price would motivate just about anyone navigating this economy. Many of us had energy conservation ingrained in our upbringing, too, so it’s a lifelong pursuit.
(Close the door, we’re not cooling the whole neighborhood! Does that sound familiar to you?)
Although the benefits seem clear, there remains a challenge in getting customers from that energy-concerned stage to fully invested in programs designed to make a real difference.
In the utility space, there’s a unique opportunity to craft a compromise with these consumers, those stuck between knowing they should do more to save more, and admitting they don’t have the time to overhaul their consumption.
Help the consumer help themselves
A March 2022 American Psychological Association poll revealed Americans are more stressed over finances than they have been since 2015. With schedules pushed to the hilt, an overhaul of any aspect of life isn’t appealing for most households.
Because the concern for the environment, energy, and fiscal issues persist, changes in smaller doses can reach consumers where they feel they can do something about it. Simple signup for an energy-saving program from their utility company gives the consumers the ability to control their energy costs. Tracking and incentivizing change can show short-term gains that lead to long-term habit changes.
Finally, property value is also a factor. An efficient home is more valuable than an inefficient one. Newsletters and SMS messages with tips on ways to save on energy can lead to upgrades around the house to streamline energy use and save the customer money. And create changes that benefit the company.
In a world of meditation snippets and bullet journaling, lunchtime yoga classes, and weekend retreats, here’s what your brand can do to capitalize on this movement in small starts and stops, with owned, earned, and paid media.
1. Easy tips
Advice for easy home swaps empowers the consumer with knowledge. A suggestion to switch to LED light bulbs or upgrade efficient kitchen appliances sticks with the consumer. Not only is it a quick addition to the to-do list, but it’s also a pride point.
“Did you know I use LED bulbs now, and it saves me $30 a month?” This makes the consumer the expert — one who is open to more suggestions.
2. Capture the power of competition
A friendly neighborhood challenge to reduce energy consumption can get the juices flowing. Peer pressure works: Homeowners who were told how much less energy their neighbors consumed took action to decrease their consumption by 1-2% annually. An easy-to-use energy calculator or quick home efficiency audit can do the trick.
3. Employ smart thermostats
Consumers are accustomed to algorithms everywhere in their lives. From social media feeds to music streaming choices, artificial intelligence provides a customized experience. A smart thermostat can give the same type of modified service, based on what’s best for the household.
Habits, work schedules, and time at home factor into the personalized result.
4. Share the knowledge
Advice to not just switch a product but to create a routine can show consumers immediate results, too. Especially when it comes to things most of us do without realizing the consequences, such as swinging the thermostat up or down by several degrees based on immediate need.
Did you know a thermostat change of 2-3 degrees can save more money than pushing it 5 or more degrees one way or another? Gradual changes also inflict less wear and tear on your system than big leaps either way.
So what should I do next?
Consider the full marketing funnel. Use owned and paid media channels to ramp up awareness, prompt action, and attract customers to take a leap on programs to save them money. The chance to reduce their carbon footprint is also a draw for many customers.
Programs such as these aren’t enough just sitting there. A brand must drive consumers through the funnel, from awareness to consideration for programs that require a bit more commitment.
Providing details on energy efficiency enables consumers to enact change on their own terms, with ideas they’ll consider their own. Opting for energy-efficient windows and changing their mindset about heating and cooling make the job easier for the utility company, and prompt consumers to take ownership of their consumption journey.
Turn to The Brandon Agency as a partner in these programs
The Brandon Agency brings a data-driven, personalized approach to consumer engagement. We can help you meet the customers where they live and drive them through the funnel with you. With proven strategies built for long-term success and top-notch creative, The Brandon Agency can deliver what it takes to reach your customer base like never before.
Contact us today to arrange that first conversation. Let’s make this happen.