1. Accelerating Energy Efficiency
Marketing with Co-branding and
Co-
Multiple I
M lti l Incentives
ti
Barry Henck, Central Hudson Gas & Electric
Maureen Alto, Sears Holdings Corporation
May 16, 2012

3. The Story of the
Heat Pump
Water Heater

4. Utilities Have
• Programs
• Web sites
• Rebates
R b t
• Tri-folds

5. Utilities Need
• Products
• Showrooms
• Price tags
g

6. Choosing a Retailer
• EE product offerings
• Service area
• P t i potential
Partnering t ti l

7. A Co branded Campaign
Co-branded
• Multiple players
• Multiple brands
• M lti l di
Multiple discounts
t

8. Postcard, side 1

9. Postcard, side 2

10. In-store poster
Email blast

11. How Utilities Can Benefit
30.5 it
30 5 units
Rebates per Month
1.3 units
Before After

12. Why Cut Out the Trade Ally?

13. Co-branded Trade Ally Ad

14. Creating Velocity through the
g y g
Retailer
• Lean on what retailers do best: We SELL
product.
• Listen to our marketing strategy: Allow
p
price first, education second
• When you market with a retailer, EE
products sell at a greater velocity.

15. Creating Velocity through the
g y g
Retailer
• Win –Win –Win
Customer Utility
y Retailer
Save on Product EE Savings Sales
Enhanced relationship Enhanced relationship
Save on Energy Cost with consumer with consumer
Associated with savings Associated with EE
Peace of Mind for end user solutions

16. Creating Velocity through the
Retailer
• Sears consistently works to educate
associates and customers in benefits of EE
• Price = draw = opportunity to educate =
transformation

17. A/C Turn ins
Turn-ins
• $50 rebate toward a new Energy Star
A/C if you turn in old one at Sears
• Partnered with ARCA
• Started with A/C turn-in event at one
Sears store

18. AC Turn ins
Turn-ins

19. AC Turn ins
Turn-ins
• 529 A/Cs turned in over 2 days
• Didn’t have to buy from Sears but most did
• A/Cs sold out fast
• Program continuation in 2012 based on
2010 results
• improve processes and inventory to meet
the consumers needs

20. Conclusions
• Utilities need products, showrooms and
price tags
• Spell out savings, discounts for customers
p g
• Market with a retailer to have EE products
sell with greater velocity
• The customer, utility and retailer can win

21. Questions?

22. Jul. 30‐31, 2012
Jul 30 31 2012 AESP s Summer Conference
AESP’s Summer Conference
Toronto, ON (Canada)
Oct. 15‐17, 2012 AESP’s Fall Conference
Long Beach, CA
Save the Date
AESP’s 23rd National
Jan. 28‐31, 2013
Conference & Expo
Conference & Expo
Orlando, FL
For more information - www.aesp.org