Ann Hoogenboom

Recent Posts

KSV Voices of Industry: Words of Wisdom from a Multicultural Marketing Maven

Posted by Ann Hoogenboom on July 12, 2018 at 9:00 AM

Sarah Lattimer Irvin is, simply put, a multicultural marketing rock star.

Walking into the Metrics Marketing office, Sarah greets me with a big smile and an inviting tone that authentically welcomes me to her award-winning advertising shop. As CEO of Metrics Marketing, formerly Lattimer Communications, she leads her business with a cool, calm sensibility and has curated a team of brilliantly talented brand consultants.

If you’ve been following EnergyWire recently, you know we’ve been busy researching and writing about multicultural marketing. KSV and Metrics Marketing are part of a network called MAGNET Energy. We are a group of ad agencies that believe we are stronger together than we are alone. “Sarah and her team have over 20 years’ experience working in multicultural marketing. Who better to collaborate with on our research?” 

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Customers are Asking for Authenticity

Posted by Ann Hoogenboom on June 22, 2018 at 9:30 AM

New Video on How Energy Marketers Can and Should Respond.

Authenticity is in. For marketers, it’s one of the most important demands consumers have of companies. People want to be able to connect to the people and stories portrayed in the advertisements they see. Authenticity dictates the success of the consumer packaged goods (CPG) industry—think Coca-Cola, Procter and Gamble, Johnson & Johnson, Unilever—across food, home care items and basically any other product that enters the home.

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New Customer Video Reveals "Hard-to-Reach" as a Misnomer

Posted by Ann Hoogenboom on June 8, 2018 at 9:30 AM

In recent weeks, we’ve written about our research on Hispanic customers. Internally, we’ve labeled this as our “hard-to-reach” work. Throughout the energy industry (and many others), this is a common label used to refer to a group of people who have historically shown lower levels of engagement with programs, services, and/or products.

However, through this research focus, we realized that labeling an entire group of people “hard to reach” is simply wrong.

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AESP in Atlanta: What You Should Know

Posted by Ann Hoogenboom on June 1, 2018 at 9:30 AM
Last week, the KSV team flew south to Atlanta to meet up with our friends in the energy world at AESP’s (Association of Energy Services Professionals) Spring Conference. We met new people, reconnected with familiar faces, and came away with some great new ideas. Luckily, we are all about sharing. So, if you weren’t able to attend, here’s what you should know.
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Navigating the DIY Market: 3 Key Insights for Hispanic Customers

Posted by Ann Hoogenboom on May 15, 2018 at 9:45 AM
Estás interesado en aprender sobre cómo ahorrar en tus facturas de energía?
Sí, muy interesado, me interesa bastante. Absolutamente.
Translation: Hispanic customers want to learn how to save on their energy bill—they are very interested, absolutely—just the same as any other population segment.
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Reaching the Hard to Reach: 5 Ways to Talk to Income Eligible Customers

Posted by Ann Hoogenboom on April 27, 2018 at 9:30 AM

MLK Is to Equal Rights as Who Is to Energy Equity?

Martin Luther King Jr. had a dream.

Thomas Jefferson wrote a declaration.

Susan B. Anthony campaigned for an amendment.

Leaders can change the course of history.

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Changing the Definition of “Utility”: If GM Can Do It, What Is Stopping You?

Posted by Ann Hoogenboom on April 13, 2018 at 9:30 AM

Functional but not so attractive.

This is the definition of the word “utility” when used as an adjective.

We need to stop referring to our industry as “utility.” Your brand bucket is 99% filled by the customer’s meaning of “utility,” and you are never going to make customers feel good about “utility.”  

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Lessons for the Energy Sector from Big Brands: Facebook and Tesla

Posted by Ann Hoogenboom on March 30, 2018 at 9:30 AM
Photo by Matt Henry on Unsplash 

Two big brands, two big mistakes—but no doubt, they’ll overcome.

The path to success is littered with mistakes. Even big brands like Facebook and Tesla have faced challenges in their climb to the top.

But the lesson is that they get back up. And get back at it.

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Topics: Utility Communications, Research

What the Energy Industry Can Learn from Nordstrom, IKEA and GE about Using Customer Data

Posted by Ann Hoogenboom on March 16, 2018 at 10:00 AM
It’s all about the customers, whether you are an energy services provider or a swanky Swedish furniture company. While we are selling very different things, we can learn a lot from big name brands. 
Let's take a look at customer data.
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Topics: Utility Communications, Research

6 Top Trends and Topics that Jazzed New Orleans at AESP18

Posted by Ann Hoogenboom on March 2, 2018 at 9:00 AM

Whether you were with us in New Orleans or looking to catch the cliff notes, we have a recap of the best of the best from AESP. With Mardi Gras in the rearview mirror, AESP descended on a city that you’d think would be exhausted from the late nights and the rowdy celebrations – that was not the case – the streets looked alive and busy.

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Topics: Utility Communications, Research