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.
A marketer’s job is to create connections for people—with brands, with products, and with campaigns that inspire, awe, and make the cash register ring. What are the most meaningful connections energy marketers can create with Hispanic consumers?
Like others, our research found a strong commitment to both immediate and extended family members to be a core decision driver for the Hispanic and Latino community. But as Forbes recently warned, we must avoid the predictable trap of affirming generic insights about the importance of family and an undying love for soccer.
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.
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.”
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.
Topics: Utility Communications, Research
Topics: Utility Communications, Research
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.
Topics: Utility Communications, Research
Photo by Daniel McCullough on Unsplash
Are you struggling to get commercial and industrial customers to invest in energy management? Do you hear phrases like…
Topics: Research