You're trying to build awareness for a new energy efficiency or demand response program, while developing a marketing funnel that will convert that awareness to program enrollments and completed projects over time. You have approximately three bajillion eligible customers, a marketing budget of nearly $7 and a request to reduce your program's overall cost per enrollment. Sound familiar?
I'm exaggerating of course, but sometimes that's how it feels to be a utility program marketer. What can we do to make our lives a little easier, improve our results and achieve our goals (while cutting costs)? Market segmentation. It's a drum I like to beat loudly, because I whole-heartedly believe that by combining data, analytics and good marketing we can be more successful.