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Ac! 6  Behavioral Science     Marketing    Chris CorcoranVP Marketing & Strategy      OPOWER
Marketing Can Save TheEnvironment!Chris Corcoran!OPOWER!Manager, Strategy and Marketing!Next DC – Monday, January 23!     ...
Motivations for Saving Energy!Conservation messages printed on door hangers and left on homes!                            ...
Motivations for Saving Energy!Conservation messages printed on door hangers and left on homes!                            ...
Utility Bill Facelift!                         OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!   4!
New Utility Front End – A Marcom Platform!              OPOWERʼs Multi-Channel Platform!                               OPO...
OPOWER Impact!•  We reach 8 million US homes today!•  Zero opt-in participation required, 85% action rate!•  Deployed nati...
Marketing Takeaways!•  Test messaging for effectiveness of motivation!•  Use all available channels; concentrate on the ch...
Thank You!Chris Corcoran!Manager, Strategy & Marketing!Chris.corcoran@opower.com!                                         ...
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Chris Cocoran, OPOWER

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Transcript of "Chris Cocoran, OPOWER"

  1. 1. Ac! 6 Behavioral Science Marketing Chris CorcoranVP Marketing & Strategy OPOWER
  2. 2. Marketing Can Save TheEnvironment!Chris Corcoran!OPOWER!Manager, Strategy and Marketing!Next DC – Monday, January 23! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
  3. 3. Motivations for Saving Energy!Conservation messages printed on door hangers and left on homes! $$$! Environment! Citizenship! Turn off AC &! Turn off AC &! Turn off AC &! Turn on Fan! Turn on Fan! Turn on Fan! Schultz & Cialdini. San Marcos Study, 2003! Hewlett Foundation San Marcos Study! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 2!
  4. 4. Motivations for Saving Energy!Conservation messages printed on door hangers and left on homes! $$$! Neighbors! Environment! Citizenship! Turn off AC &! Turn off AC &! Turn off AC &! Turn on Fan! Turn on Fan! Turn on Fan! Zero Impact on Consumption! 6% Drop in Consumption! Schultz & Cialdini. San Marcos Study, 2003! Hewlett Foundation San Marcos Study! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 3!
  5. 5. Utility Bill Facelift! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 4!
  6. 6. New Utility Front End – A Marcom Platform! OPOWERʼs Multi-Channel Platform! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 5!
  7. 7. OPOWER Impact!•  We reach 8 million US homes today!•  Zero opt-in participation required, 85% action rate!•  Deployed nationally, could remove 4 million homes from grid! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 6!
  8. 8. Marketing Takeaways!•  Test messaging for effectiveness of motivation!•  Use all available channels; concentrate on the channels where users naturally gravitate! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 7!
  9. 9. Thank You!Chris Corcoran!Manager, Strategy & Marketing!Chris.corcoran@opower.com! Weʼre Hiring!! www.opowerjobs.com! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 8!
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