Chris Cocoran, OPOWER
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The document discusses how marketing can be used to motivate consumers to save energy and the environment. It summarizes research showing that social norms are a stronger motivator for energy conservation than financial savings or environmental benefits. The document also outlines OPOWER's platform for engaging with customers through utility bills and other channels to provide energy usage comparisons and tips to reduce consumption by 6% on average. OPOWER currently reaches 8 million homes and with national deployment could potentially reduce grid usage by 4 million homes.
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Chris Cocoran, OPOWER
- 1. Ac! 6 Behavioral Science Marketing Chris Corcoran VP Marketing & Strategy OPOWER
- 2. Marketing Can Save The Environment! Chris Corcoran! OPOWER! Manager, Strategy and Marketing! Next DC – Monday, January 23! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
- 3. Motivations for Saving Energy! Conservation messages printed on door hangers and left on homes! $$$! Environment! Citizenship! Turn off AC &! Turn off AC &! Turn off AC &! Turn on Fan! Turn on Fan! Turn on Fan! Schultz & Cialdini. San Marcos Study, 2003! Hewlett Foundation San Marcos Study! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 2!
- 4. Motivations for Saving Energy! Conservation messages printed on door hangers and left on homes! $$$! 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. Utility Bill Facelift! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 4!
- 6. New Utility Front End – A Marcom Platform! OPOWERʼs Multi-Channel Platform! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 5!
- 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. 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. Thank You! Chris Corcoran! Manager, Strategy & Marketing! Chris.corcoran@opower.com! Weʼre Hiring!! www.opowerjobs.com! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 8!