The Game Has Changed, Have You?

Tina Young & Susan YostMarketWave

MarketWave Overview

Tina Young

• President/Owner

• 8-Year history with Oncor

• 15 years in energy sector

• Corporate branding expertise

Susan Yost

• Vice President

• 15 years in marketing

• Extensive energy experience

• PR/Social Media expertise

MarketWave

• Founded in 1998

• National integrated marketing communications (IMC) firm

• Deep knowledge of:– Smart meters

– Energy efficiency

– Deregulation

– Renewable energy

– Smart Grid technology

Agenda

Your Brand Experience

Print marketing

– Billboards

– Flyers

– Advertising

– Direct mail

Online marketing

– Texting

– Social media

Public Relations

Community Connections

Data capture

– Tracking/measuring progress

Questions

1. What sort of time and budget did you dedicate to marketing this year?

2. How many of you have a marketing plan?

3. What are some marketing strategies and/or tactics that have worked?

4. Have you been able to tie your marketing to results? New business, increased sales?

Your Brand Experience

Brand:

• A promise

• An experience

• A personality

Why do you recognize these top brands?

Your Brand Experience – Some Examples

• Tagline: America Runs on Dunkin’• Where consumers go for donuts• Simple and no frills• Start your day right

• Tagline: Love your mattress• Christine Cook – owner/president• Love your mattress guarantee• Exceptional customer service

• Reliable and fast service• Local expert plumber• Prompt, on-time service• Plumbers you can trust

Your Brand Experience – Customer Service

Customer Service Guidelines

• Commit to quality service

• Know your products/services

• Know your customers

• Treat people with courtesy and respect

• Don’t leave customers in limbo

• Always provide what you promise

• Make it easy to buy

Print Advertising

• Print isn’t dead• Highly local• Eyeballs

Direct Mail

Online direct mail stats:• Average of 19.47% open rate to house• 6.64% click-through rate• 1.73% conversion rate• Bounce-back rate of 3.72%• Unsubscribe rate of 0.77%

Print direct mail stats:• Letter-sized envelopes had a response rate of

3.42% for a house list and 1.38% for a prospect list

• Inserts had at $47.69 cost per lead• Postcards $75.32 cost per lead

Website as a Marketing Tool

Texting Campaigns

Red Cross Text Message Marketing Campaign“Text ‘Haiti’ to 90999… “

This simple call to action, which was broadcasted on television, the radio and across social networking sites, helped the American Red Cross raise more than $32-million for Haitian earthquake relief in January. To date, it is the most successful mobile-giving campaign; and therefore, has sparked much interest from other nonprofits looking to emulate the Red Cross’ success.

Cantina LaredoWeekly specials and happy hour discounts texted to high-valued customers.

Customer Referrals

Establish a Referral Program

• Consider branding it

• Customers become extension of your sales force

• 3rd party credibility

• Track it

• Build in “thank you” step

Public Relations

Benefits of PR• Expertise• 3rd party credibility• Thought leadership/POV• Ties you to trends, current conversations

What’s news and what isn’t• Criteria for newsworthy story: timing, significance, proximity, prominence, human interest • It’s not news that you’re still here

Community Connections

• Non-traditional outlets• Church directory

• PTA directory

• Chamber of Commerce publications

• Realtor brochures

• Insurance agents

• HOAs

• Social Media• Facebook

• Twitter

• YouTube

Data Capture and Tracking/Measuring Progress

Q & A