Consumer Value Proposition - Smart Energy Consumer ...
Transcript of Consumer Value Proposition - Smart Energy Consumer ...
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2017 Consumer Symposium
Consumer Value Proposition
Communications Tools
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Agenda
SGCC Consumer Value Proposition &
Survey Findings
• Bernard Lecours, Chair, SGCC
Education Committee; Senior Market
Intelligence Leader, GE Grid Solutions
Messaging & Communications Tools
• Vivian Kelly, CEO, Interprose Inc.
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SGCC’s Consumer Value Proposition
Environmental Economic Reliability
SGCC will work with industry stakeholders to promote and increase
awareness with consumers of the consumer value proposition.
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Objectives & Methodology
Objectives
• Learn more about household electricity decision makers
(energy consumers)
• Understand which statements and messaging resonates
best with consumers
Methodology
• Online survey of U.S. adults ages 21 to 65 who make
decisions regarding household electricity/power usage
and pay the electricity/power bill
• 502 consumers were surveyed between March 31 and
April 4, 2016
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Demographics
49% 51%
Gender:
7% 8% 16% 22% 26% 21%
Age:
21-24 25-27 28-34 35-44 45-54 55-65
8%
7%
79%
Ethnicity:
African American / Black
Asian
Hispanic / Latino
White / Caucasian
Other
11%
22%
23%
19%
15%
5%2%3%
Household Income:
Prefer not to state
$200,000+
$150,000 to $199,999
$100,000 to $149,999
$75,000 to $99,999
$50,000 to $74,999
$25,000 to $49,999
Under $25,000
55%
19%
14%
7%
5%
Own single familydetached home
Rent apartment
Rent single familydetached home
Own condo /attached home
Rent condo /attached home
Housing Arrangement:
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Takeaways
Three primary takeaways synthesize and simplify the
results of the eight questions consumers responded to
1 2 3
Use specific, positive words and
phrases that are familiar and appealing
to consumers
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Takeaway 1
Phrases that resonate best with consumers and appear to
reflect their primary concerns include:
Consumers say “saving money and enjoying dependable
service” is most important when it comes to overall power
usage
Saving Money Better Pricing Options Dependable Service Energy Efficiency
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Takeaway 2
Consumers want dependable service and quick power
restoration after an outage
All three favored options are direct statements of tangible,
reliability-related benefits, rather than explanations of how
those benefits are achieved
Prevent power outages Speed up repairs from stormsRestore power quickly
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Takeaway 3
Consumers find most appealing a brief direct pitch that
includes specific, familiar phrases that reflect their
priorities
Longer statements are less appealing, particularly those
that digress to include historical background on the grid,
or offer analogies with other technologies
Manage Budget Increase Reliability Promote Energy Efficiency Without Sacrificing Comfort
and Convenience
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Communications Tools
• Messages
• Message House
• Elevator Pitches
• Stump Speech
• Infographic
• Banner ads
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Messages
Creating a narrative to explain the value
proposition of the smart grid to consumers
enables an organization and its spokespeople
to speak to consumers in a single, common
voice
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Message House
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Elevator Pitches
Succinct and persuasive pitches to quickly define the
value proposition of the smart grid to consumers
Saving Money Dependable Service Maintain Comfort
and Convenience
Wind and solar power
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Stump Speech
A more comprehensive speech used repeatedly to
campaign consumers on the value proposition of the
smart grid and galvanize them into positive action
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Infographic
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Banner Ads
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Banner Ads
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Banner Ads
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Banner Ads
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Banner Ads
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Summary
Assist vendors and
consultants, munis, co-ops,
IOUs and consumer
advocates to promote and
increase awareness of
smart grid benefits to
consumers
Messaging Banner Ads Infographic
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Questions?
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Poll Question
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