Targeted Marketing Strategies that Increase Energy Efficiency Program Participation of Commercial Companies

This paper, based on three commercial and industrial incentive programs implemented for Wisconsin-based utility We Energies, demonstrates how a targeted and synergistic approach to marketing energy efficiency programs can increase program awareness, participation levels, and the quality of implemented projects.

Lessons learned include:

• Consider the timing. Make sure the timing of each tactic is appropriate for the customers and the Trade Allies involved.
• Be cognizant of your market. Investigate the marketplace to ensure the proposed tactics have a reasonable chance of achieving the desired impact.
• Try multiple tactics. Do not rely on only one or two proven approaches. It is important to try multiple tactics. However, in doing so, make sure the timing is right for the multiple tactics you intend to deploy.
• Do not be discouraged by what does not work. Not every tactic utilized will provide the desired result. It is important not to get discouraged, but rather to learn from such experiences.
• Monitor program implementation. A high quality monitoring system will allow for instant feedback and adjustments to tactics to improve program delivery.