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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Designing Direct Marketing Materials to Sell Green Power: A Guide for Utility Product Managers
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| Published Date:
July 2006
Published By:
IDC
Page Count:
57
Order Code:
R104-27124
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Table of Contents
Energy Insights Opinion
Executive Summary
Background and Approach
Has something gone wrong with green power marketing?
Awareness: why isn't anyone answering me?
Methods and approach
Table: Advertisements Studied
Table: Direct Marketing Review Panel
A Green Power Recipe for Better Direct Marketing
A note on the placement of ads in the text
Ingredient #1: Choose a single message and communicate it clearly
Figure: Xcel Energy - After All Nature Has Done for Us (side 1)
Figure: Xcel Energy - After All Nature Has Done for Us (side 2)
The headline must communicate the central idea
Ingredient #2: Use the right messages, and tap into readers' preexisting emotional needs
Figure: Community Energy - Catch the Wind (side 1)
Figure: Community Energy - Catch the Wind (side 2)
Table: Community Energy - Catch the WindSummary Information
Figure: MidAmerican Energy - Power for Generations to Come
Figure: MidAmerican Energy - Power of Freedom
Ingredient #4: Target the market
Figure: MidAmerican Energy - Sowing the Seeds
Ingredient #5: Don't talk too much
Commanding attention with graphics
Figure: Moorhead Public Service - Help Moorhead Catch Its Second Wind (side 1)
Figure: Moorhead Public Service - Help Moorhead Catch Its Second Wind (side 2)
Figure: City of Palo Alto Utilities - Palo Alto Green (side 1)
Figure: City of Palo Alto Utilities - Palo Alto Green (side 2)
Table: City of Palo Alto Utilities - Palo Alto Green Summary Information
Figure: Eugene Water & Electric Board - Spun from Thin Air
Table: Eugene Water & Electric Board - Spun from Thin Air Summary Information
Figure: Holy Cross Energy - Wind, Water & Sun (side 1)
Figure: Holy Cross Energy - Wind, Water & Sun (side 2)
Table: Holy Cross Energy - Wind, Water & SunSummary Information
Stumping the Experts - Does Love or Fear Sell Better?
The Beauty Contest
Creating fertile ground
Acknowledgement
Notes
Appendix - Expert Panelists' Biographies
Synopsis
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