Multicultural Marketing and Diversity in Utility Services
August 2, 2018 • 1 pm (ET)
Multiculturalism and diversity are important topics within our industry. This webinar includes two presentations, an encore presentation from an engaging session at our Spring Conference in May and a presentation on how data can help you reach these sometimes hard-to-reach segments.
Multicultural Marketing as Easy as uno deux drei
Doing more with less is a reality that energy companies face. Consumers are barraged with marketing messages, are more informed and price sensitive. Energy companies face aggressive energy reduction targets and smaller budgets. Add to it the issue of not communicating to consumers in their language and reaching goals becomes increasingly difficult.
Some consumers may be more open to opportunities based on their demographic characteristics, energy behaviors and beliefs. Targeting specific households with messages carefully crafted for their characteristics, in their language, helps eliminate wasted expense and effort and drives response rates. But sending statements and marketing materials in a customer’s preferred language is just the beginning. That same customer also requires a complete support strategy, people who can respond, in the same language and with appropriate cultural knowledge, to inbound fulfilment or customer service inquiries and even emergency service calls. Environics Analytics will demonstrate how using data can help reveal varying degrees of cultural assimilation and languages spoken at home.
Dave Chambers, Environics Analytics
Why it Matters: A Holistic Approach to Multiculturalism and Diversity in Utility Services
Improving equity, diversity, and multiculturalism of utility services and offerings is important, but what does that really mean? This session will discuss the importance and implications of increasing diversity and multiculturalism within energy efficiency programs and utility services. Speakers will discuss strategic hiring practices, empathy-focused customer research, innovative outreach, and targeted marketing strategies. The speakers will also discuss real life examples of successes and lessons learned in reaching, engaging, and serving historically hard-to-reach customers.
Sarah Lattimer, Metrics Marketing
Lisa Obear, Illume Advising
Kelly Mulder, Illume Advising