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J&C Blog

Find all the latest marketing trends on the J&C Blog.

Sheera Eby

Recent Posts

4 social media trends that utilities should know about

Utility Industry November 25, 2014

It is almost impossible to escape the hold that social media has on society today. From hashtags to pins and tweets, the lingo is all around us. However, utilities often have a challenge at driving engagement. Social media is one communication tactic many utilities have embraced, but they are still determining the best way to use it in their marketing plans.

 

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Greening and Other Trends Impacting Utility Customer Communications

Utility Industry November 20, 2014

Many utilities are undertaking energy efficiency and other greening initiatives. Advancements in areas such as communications, transportation and even household appliances are constantly impacting consumers in new ways. The Center of Technology1 reveals that just the past 5 years have brought significant progress like no other 5-year period before. Understanding these trends can help utilities shape their communications around the current consumer mindset.

 

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The role content can play in the energy efficiency marketing mix

Utility Industry October 30, 2014

Utility marketing communications can sometimes be difficult. After all, selling a service that is largely a necessity can feel harder than convincing someone to try a new “want.” Many utilities have a commitment (driven by a requirement) to execute energy efficiency education in their footprint.

Utilities handle energy efficiency marketing communications a number of different ways. Many utilities share energy efficiency tips. These include simple messages about turning off products when they are not in use and sharing information about the utility’s rebate programs. Some utilities utilize broad media vehicles such as television and radio. Other utilities just post information on their websites.

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Email marketing performance stats and benchmarks

Email Marketing October 29, 2014

Email performance is generally equated to open, click-through and conversion rates. While some sources have reported a decline in the basic engagement metrics, it appears that email is trending toward great productivity among those users that do engage. Revenue per email, return on investment and other performance metrics show promise with upward trends. Here are 6 email facts and associated insights that can serve as benchmarks and direction for email marketing efforts.

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How Content Marketing Can Support Energy Efficiency

Utility Industry October 22, 2014

One of the biggest challenges utility companies face in marketing is customer participation and customer engagement in energy efficiency efforts. Utility marketers often hypothesize that participation is due to lack of education. Energy efficiency can save customers money. Adopting energy efficiency efforts can also make a home or business more comfortable, as well as support environmental efforts. Despite all these benefits, customers still tend to ignore many utility energy efficiency marketing efforts. Utility content marketing is one of the best ways to get attention and motivate customers to learn more. Read on to learn why.

 

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Retailer’s battle for share of wallet

Mobile October 15, 2014

It’s becoming more and more likely that the average retailer is going to be engaging in a battle for their share of the consumer’s wallet. Most industry experts agree that traditional brick-and-mortar retail is going to face nominal growth over the next 2 years, although specific sectors of retail such as online and active wear have a chance to see double digit growth.

 

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Overcoming barriers to customer adoption of energy efficiency

Utility Industry October 14, 2014

Energy efficiency and energy management are focal points of many utility marketing efforts. Customers are often surprised to learn that their utility company wants them to use its product less. Seems pretty counterintuitive at first. Beyond savings for customers, energy efficiency efforts have a number of additional benefits, including environmental and managing system load.

 

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5 consumer trends impacting utilities

Utility Industry October 2, 2014

When it comes to utility marketing, the only thing that stays the same is that things are always changing. This is more so than ever before with the explosion of digital marketing and in particular social media in recent years. Because of this, many utilities are trying to determine how to infuse modern marketing techniques into their communication plans. Here is a list of 5 key consumer trends that have an impact and influence on marketing for utilities and energy companies.

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6 ways utilities should use email

Utility Industry, Email Marketing September 23, 2014

Email is a growing tactic being used by marketers in all industries. If you take the time to look into email marketing facts, you will find that this form of marketing is rapidly growing, with millions of people checking their email each day and a recent HubSpot survey stating that over 50% of respondents report reading most of
their email.1 Utilizing email marketing allows utilities to effectively and efficiently reach a huge captive audience of potential customers. The most important thing to remember is that email can be used in many different ways and can achieve many different goals.

 

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3 marketing techniques retailers use that utilities should never employ

Utility Industry September 11, 2014

Utility marketing can be challenging. It isn’t always easy to engage a utility’s customer base. Retailers seem to have it easy compared to utilities. Customers seem to have an innate interest in retailer’s products. Many utility and energy marketers are stretching to find new techniques that can be tested from other industries. Retail might not be the first industry that many utilities would consider borrowing techniques from for their marketing communications efforts. This article will explore whether any of the techniques that retailers employ make sense for utilities, and if there are any learnings or adjustments that can be applied to utility marketing.

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