Places for People Energy
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Marketing presentation to Directors of PFP Energy targeting B2B audiences.
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Places for People Energy
- 2. PAGE2 MIKE SUTCLIFFE BRAND POSITIONING • Good site, strong consistent branding • Leading with / competing on price OVO – “save up to £200” Energy Helpline – “save up to £616” Genergy – “save up to £200” First Utility – “switch and save £238” • Say your different – but talk about social housing? “we want to improve people’s lives” “improving communities” People don’t buy what you do, they buy why you do it (Simon Sinek) • Challenger brand – 15% of market Utilita - Technology Utility Warehouse - Club
- 3. PAGE3 MIKE SUTCLIFFE SOCIAL MEDIA • No Google Business / reviews – SEO • Facebook – 70 likes, 30 shares, little engagement • LinkedIn – 88 followers • Promoting same message repeatedly – “save up to £200” • Customer questions – no response (brand management) • Facebook targeting and look-a-like audience New home – 92k Looking to move – 1.6mil Smart meter – 269k Water, gas & electricity – 43k • Utilise PFP data & networks better
- 4. PAGE4 MIKE SUTCLIFFE SEO • Optimisation: Duplicate titles – 48 Missing & duplicate meta – 48 Missing & duplicate H1 – 45 Missing & duplicate H2 – 46 • Big 6 hardly appearing on page 1 for key search terms • News / blog category • Outreach / PR strategy – 43 backlinks First Utility – 14,511 Evo – 619 • Canonicalisation issue? • No schema mark-up • Site speed optimisation 63/100 Zero mentions about PFP energy in last 4 weeks Little growth in visibility in last 6 months
- 5. PAGE5 MIKE SUTCLIFFE IDEAS • Google AdWords / remarketing Competitive and expensive – but measurable and effective • Capture email first Instantly send email quote (program) / follow emails with sales calls • Collective switches with employee benefit providers (affiliates) Campaign with Energyhelpline – 29k registered • Re-subscribe / re-enter email address pop-up Re-added 700 customers to marketing list per month • Refer a friend campaign £25 discount off next bill
- 6. PAGE6 MIKE SUTCLIFFE IDEAS • Discount code functionality? • Incentivise social sharing on completion OR reviews (Trust Pilot) AO.com very good at this. • Instant chat – speak to customer services / get advice (instant) • B2B / B2C bundles – insurance and fuel / or cross sell emails • Display trust icons – Ofgem / Which • Video – explain who you are / why your different (share via social) • Personalised landing page / homepage Reduce bounce rate, time on site, match intent, increase conversions with relevant offers / info
- 7. PAGE6 MIKE SUTCLIFFE IDEAS • Discount code functionality? • Incentivise social sharing on completion OR reviews (Trust Pilot) AO.com very good at this. • Instant chat – speak to customer services / get advice (instant) • B2B / B2C bundles – insurance and fuel / or cross sell emails • Display trust icons – Ofgem / Which • Video – explain who you are / why your different (share via social) • Personalised landing page / homepage Reduce bounce rate, time on site, match intent, increase conversions with relevant offers / info
Editor's Notes
- Reviewed site, social and competitors at this stage. Key role requests: Media relations, maximise digital channels, multi-channel. Big 6 have 87% of market share – British Gas, Npower, SSE, EON, EDF, Scottish. 26 challenger suppliers (2015) / 13 directly challenging top 6 – First Utility (almost major supplier)
- I know saving messages work - but that can’t be your defining statement of difference. Businesses – fear Customers – emotion Challenge – Establish PFP as energy brand Why would I buy energy from someone who doesn’t produce it? Why would I buy energy from a social landlord? More expensive. Every company understands what they do (the proof of what you believe).Most companies understand how they do it.Very few understand why they do it (cause, belief). Why – emotionally side of brain controls behavior, not rationale side. British Gas - “home is where you eat, you sleep, you raise a family and you entertain friends.” Your world is your home Microsoft – we make great computers, beautifully designed, simple to use, user friendly, want to buy one?Say what we do, why were different, and we expect a people to buy it. Uninspiring. Apple – “Everything we do, we believe in challenging the status quo and thinking differently”. They way we do this is by making beautifully designed, simple to use products. We just happen to make great computers. Want to buy one. 2.5% innovators13.5% early adaptors (15% for mass market penetration)44% early majority34% late majority16% laggards
- Social – key for branding awareness, never drives significant traffic volume or revenue. Sanity not vanity First Utility – more light hearted, helpful advise. Facebook 15,363 Twitter 4,600 YouTube 396 LinkedIn 6,725 Do less, do them better.
- Organic is important – 9/10 majority of revenue comes from it. Keywords:Gas and electric supplier (1,900) – First Utility / Evo (not in top 50).Switch electricity supplier (590) – First Utility.Compare gas and electric (9,900) – First Utility.Cheapest gas and electric (6,600) – British Gas, EON, First Utility.Energy supplier (5,400) – First Utility, Evo. Longtail PFP Energy 53 pages / First Utility 5,320 pages. First Utility rank above all of top 6. Content is king:Social sharingHow switching worksEnergey sourcesTips to reduce billsSmart meters
- AdWords – approx £5-£10 per click. Quick quote page requires stronger calls-to-action. Already on uswitch. Sponsorship - British Gas sponsor British Swimming and environmental programmes.
- Get a quote in 70 seconds. Advertisement in press and publications. App for meter readings (smart meters).