This particular case study focuses on the utility industry, and how proven practices drove half million customers over 24 months. Acquisition marketing in newly-competitive market is often challenging, especially for low involvement categories. This case study reviews 8 proven marketing practices at driving acquisition and growth.
One of the key challenges that a number of utilities face is customer engagement. Many people only think about their utility when something isn’t working or when they have a billing issue. Pacific Gas & Electric Company (PG&E) provides electric and natural gas service to businesses and residents throughout northern and central California. The utility … Continue reading How utilities can use content marketing to engage customers
Social media has provided a mechanism for consumers to essentially “vote” for a brand. Historically marketers have found referral programs a ROI challenge. High involvement categories and brands with major league affinity are immune to the challenges lower involvement categories face. This article recaps a successful referral-like program in a low involvement category. FirstEnergy Solutions (FES), … Continue reading Has social media influenced the performance of referral programs