Praag 280809v 0.9
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Praag 280809v 0.9
- 1. 2009 Prague Energy Meeting Eneco Retail 2009 v 0.9 The Netherlands Marketing Retail Jorg Verweij Manager Marketing & Sales
- 2. Contents 1 2 3 4 Eneco Company Profile Market analysis & the effect of the crisis Ways to optimize sales channels Creating different propositions and channels
- 7. the consumer THE CONSUMER The dutch consumer is annoyed
- 9. … differentation is tough but crucial
- 11. … differentation is tough but crucial
- 28. Retargetting
- 30. Call-me-back
- 32. We want to do this! Instead of acting like this…
- 34. bijlage We want to do this! We want to act like this!
- 36. Eneco strategy: truly focused towards customer partnership Leads to price fight, decreasing margins etc Traditional, one way utility company Differentiator through open relation ship with customer ---> Customer becomes energy supplier and invests in green energy Moment of directional change
- 37. More and more people are willing to switch, different insights Switch aversie blijft Market trends Implicaties voor Eneco Early adopters tot early majority, insights might chance 15% van de markt 85% van de markt innovators Early adopters/ early majority late majority laggards
Hinweis der Redaktion
- Thank you for inviting me As far as i know i am not inveted by the “mexiacan flu” so questions can be asked during my presentation
- Last weeks I am having troubles concetrating at work, Why Why Because we are building one of the greenest office buildings in the netherlands (almost CO2 neutral) Approximatley 2 milion customers It’s origins go way back,
- As a traditional energy distributor We are moving up and down the value chain Investing in green production And looking for customers who are willing to produce energy or take part in for example wind projects
- 65k overeenkomsten, waarom zo selectief?
- Competitive irrelevance --- > increasing consumer distrust?! Distinctive = onderscheidend
- A customer doesn’t see the difference Here are some screen shots of different commercials of dutch energy suppliers, pick your favourite!
- Competitors analysis An energy company can differentiate on many things Some are relevant, some not. But it differs per consumers This is in general the case in the dutch market
- Because we are not selling patotous are we? Altough there is a lot of differentiation (french friend, baked, etc
- It’s not only an effective sales channel what makes the world go round, it’s all of them together
- ENECO Retail uses different sales channels to win consumers
- Target Warm campaigns endorsement! greenpeace says… Targed segmented response, with consumers responded to this campaign and where are the look-a-likes Combine total portfolio in offering (zonnepanelen en levering or ketel & energy product) Event marketing, moment van verhuizen, uithuizen is important, nieuwbouw Combined database; installatiebedrijven en geen retail klant?
- First Letter 2,4% 1st reminder 1,7% 2nd reminder 0,5% TM 8,3%
- First Letter 2,4% 1st reminder 1,7% 2nd reminder 0,5% TM 8,3%
- Is everyone familiar with door 2 door parties? Check your data, don’t send disceased persons “a welcome back”
- Is everyone familiar with door 2 door parties?
- First Letter 0,7% 1st reminder 2,2% TM 2,2%
- Conversion ratio (overall) 1.43%
- Once you have clicked we find you
- The connection between search and display audience questions and advertiser answers. This new Toyota – Does it come with GPS – the new Toyota has GPS built in Is it safe for kids – the new Toyota has titanium braces and airbags Is it environmentally friendly – does great miles to gallon and has low CO emissions. Eventually using dynamic data, like mash-ups sequencing against search… I can do all of this without EVER visiting a clients website. This is a true digital experience – a conversation between advertiser and consumer!!! This is ADVERTSING 2.0!!!
- If you have a proposition based on cunsumer insight And create a nice mailpack based on the above Make sure that the sales person (tm, d2d) tells the same sales pitch And if so, makes sure he acts in line with your brand profile If so make sure that your systems, switching, billing machines convince the customer he has done right1
- Target Warm campaigns greenpeace says… Targed segmented response, with consumers responded to this campaign and where are the look-a-likes Combine total portfolio in offering (zonnepanelen en levering or ketel & energy product) Event marketing, moment van verhuizen, uithuizen is important, nieuwbouw Combined database; installatiebedrijven en geen retail klant?
- Target Warm campaigns greenpeace says… Targed segmented response, with consumers responded to this campaign and where are the look-a-likes Combine total portfolio in offering (zonnepanelen en levering or ketel & energy product) Event marketing, moment van verhuizen, uithuizen is important, nieuwbouw Combined database; installatiebedrijven en geen retail klant?