Energy efficiency marketing best practice July 2012 for E-ON conference
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Energy efficiency marketing best practice July 2012 for E-ON conference

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Most energy efficiency marketing fails because it has a one-size-fits-all approach. This presentation, first given at a conference organised by E-ON, looks at how segmentation models can be used to ...

Most energy efficiency marketing fails because it has a one-size-fits-all approach. This presentation, first given at a conference organised by E-ON, looks at how segmentation models can be used to understand the audience and better target people for energy efficiency marketing.

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Energy efficiency marketing best practice July 2012 for E-ON conference Energy efficiency marketing best practice July 2012 for E-ON conference Presentation Transcript

  • Energy efficiency marketingbest practicePhil BeardmoreLocalise West Midlands
  • Localise West Midlands• A not-for-profit think-tank, campaign group and consultancy, which promotes localisation for social, environmental and economic benefit• Developed the Green New Deal model with Encraft for Birmingham City Council – now Birmingham Energy Savers• Action research projects – Using a Green Deal approach to tackle fuel poverty, Green Deal Opportunities for Social Enterprise• www.localisewestmidlands.org.uk• www.twitter.com/localisewm
  • Watch your meters Watch your meters
  • Homes behaving badly – meet Dave Meet Dave
  • The adoption cycle
  • The energy saving adoption cycle Loft/cavity Condensing insulation boilers PV Solid wall insulation
  • Does AIDA apply to energy saving?• Attention – Interest – Desire – Action• 80% of factors influencing environmental behaviour do not stem from knowledge or awareness (Blake, 1998 – the Value Action Gap)• The remaining 80% stem from behavioural psychology
  • Defra Climate Challenge Fund
  • Defra Climate Challenge Fund Benson School - Tomorrows Climate, Todays Challenge
  • Defra & environmental segmentation
  • Chris Rose and Values Modes
  • MINDSPACE A checklist of non-coercive behavioural influences (Cabinet Office, 2010) • Messenger – we are heavily influenced by who communicates information • Incentives – our responses to incentives are shaped by predictable mental shortcuts such as avoiding loss • Norms - we are strongly influenced by what others do
  • MINDSPACE• Defaults – we ‘go with the flow’ of pre-set options• Salience – our attention is drawn to what is novel and what seems relevant to us• Priming – our acts are often influenced by sub- conscious cues• Affect – our emotional associations powerfully shape our actions
  • MINDSPACECommitments - – we seek to be consistent withour public promises, and reciprocate actsEgo – we act in ways that make us feel betterabout ourselves
  • Does nudge economics apply?
  • Does nudge economics apply?
  • DECC Green Deal Consumer ResearchUNPROMPTEDRESPONSENot wasting energy 14%Lower energy bills 20%Saving money 18%Warmer/more comfortable 14%homeLower carbon 7%emissions/better forenvironmentOthers 27%
  • DECC Green Deal Consumer ResearchUNPROMPTED RESPONSE PROMPTED RESPONSENot wasting energy 14% Not wasting energy 37%Lower energy bills 20% Lower energy bills 67%Saving money 18% Spread payments 18%Warmer/more comfortable 14% Warmer/more comfortable 46%home homeLower carbon 7% Lower carbon 24%emissions/better for emissions/better forenvironment environmentOthers 27% Increase property value 17% Make property easier to sell 11% Installations less expensive 4%GfK NOP / DECC, April 2011 than I thought
  • Defra Greener Living Fund• Phone Coop - 150 members saved 52 tonnes of CO2 (0.35 tonnes per person) plus 2.1 tonnes of waste diverted from • Total Coverage - 49 members saved 26 landfill tonnes of CO2 (0.53 tonnes per person) plus 1 tonne of waste diverted from landfill
  • Green Streets – British Gas
  • Challenge 100 – E.ON
  • Affinity Sutton
  • Old Home, Superhome
  • Social media
  • Social media
  • Smart phones
  • DECC – LEAF projects
  • Eco Teams
  • Stay Warm, Stay Well in Birmingham
  • ConclusionsLearn from theories such as MINDSPACELearn from good practice e.g. LEAF projects, Stay Warm Stay WellWe need a strategic approach to community marketing not a race to the bottomBirmingham is already a leader on community marketing and behaviour change as well as carbon saving, BES can become a centre of excellence
  • Phil Beardmorephilbeardmore@virginmedia.comwww.twitter.com/philbeardmore