Through an acquisition, Freeborn-Mower Cooperative Services, a rural electric cooperative headquartered in Albert Lea, Minn., tripled in size overnight. Jumping from 6,000 members to 20,000, this growth was a blessing in terms of economic growth. On the flip side, the utility’s mandated spending and energy saving requirements from the state of Minnesota suddenly tripled, putting pressure on the utility to up its energy efficiency game in a big way.
The co-op wisely considered that the end game wasn’t just energy efficiency – it was also customer relations. A lot of the new members probably weren’t even aware that their electricity provider had changed – and they certainly weren’t aware of Freeborn-Mower Cooperative Services’ energy efficiency offerings.
But what was the best way to reach all these new customers? Both mass and direct marketing have their limitations when it comes to reaching such a large market with so many individual businesses. Instead, a small business blitz approach was used.
What exactly is this tactic, and why was it so effective?
The direct install savings from the small business blitzes speak for themselves. But it’s not just about the numbers: it’s also about getting facetime with a customer segment that the co-op wouldn’t otherwise have the resources to reach on their own, enhancing community relations while building a pipeline of future energy efficiency projects. Unique challenges require creative solutions.
At Franklin Energy, we think outside the box to solve issues and provide solutions. To learn more about our small business blitz approach, download the graphic as a PDF below.
Joe Plummer is a subject matter expert who always keeps the clients’ best interests at heart. He provides technical analysis and consulting services for a variety of utility and government clients. Joe’s duties include custom rebate analysis, energy audits, technical resource manual (TRM) development and applied research and development studies. Joe holds master’s degrees in environmental policy and electrical engineering and is a certified energy manager (CEM).