JNC-Web-Blog-Home-Header-Banner-Image-1200x800.jpg

J&C Blog

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

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.

 

continue reading

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.

continue reading

6 ways utilities should use email

Utility Industry 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.

 

continue reading

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.

continue reading

How online billing may be killing the bill insert for many utilities

Inbound Marketing, Utility Industry September 3, 2014

Bill inserts have traditionally been a critical communications tactic for utilities. In the past, bill inserts have been a highly efficient form of marketing for many utilities. At a minimum, bill inserts have been a low-cost tactic to reach the majority of a utility’s customer base. According to an article in Electric Light & Power, consumers read around 50% of these inserts.1

continue reading

How Online Billing May Be Killing the Bill Insert for Many Utilities

Utility Industry September 3, 2014

Bill inserts have traditionally been a critical communications tactic for utilities. In the past, bill inserts have been a highly efficient form of marketing for many utilities. At a minimum, bill inserts have been a low-cost tactic to reach the majority of a utility’s customer base. According to an article in Electric Light & Power, consumers read around 50% of these inserts.1

 

continue reading

Engaging the Unengageable: 3 Ways Content Marketing is Valuable for Utility Companies

Utility Industry August 7, 2014

Small and medium-sized business utility customers can be a tough group to engage and motivate. Many utility companies have gone the extra mile to create programs specifically geared toward them.

 

continue reading

Right place, right time: Capitalizing on energy-related searches to drive traffic

Inbound Marketing, Utility Industry July 24, 2014

When decision makers for small and medium-sized businesses need new lighting, new equipment or require the services of a technician or contractor, they often rely on the Internet instead of traditional forms of advertising and marketing to find a resource. Utility and energy companies have an opportunity to be in the right place at the right time and appear in top search results when customers are looking for solutions. Adding useful content can help optimize a website for search engines and capitalize on customer search behavior.

continue reading

Savings is the wrong lead message for utility and energy content marketing

Inbound Marketing, Utility Industry June 18, 2014

Energy efficiency is an initiative that many utility marketers are currently undertaking. When it comes to energy efficiency, the prevailing thought among most consumers and businesses tends to be, “Show me the money.” Savings tend to trump many other benefits and is generally the motivator for engaging in energy efficiency measures.

continue reading

Savings is the wrong lead message for utility and energy content marketing

Utility Industry June 18, 2014

Energy efficiency is an initiative that many utility marketers are currently undertaking. When it comes to energy efficiency, the prevailing thought among most consumers and businesses tends to be, “Show me the money.” Savings tend to trump many other benefits and is generally the motivator for engaging in energy efficiency measures.

 

continue reading

Recent Posts