BYOD
Customer Engagement
Demand Response
EV Charging
Incentive Processing
Program Design
Program Management Automation
Flexible Dispatch
Virtual Power Plants
Platform
Grid-Edge DERMS
Customer Engagement
Demand Forecasting
Virtual power plant (VPP) use is on the rise, and their success hinges on enrollment and participation. Last week, we hosted a webinar about how to find the most successful marketing messages to boost customer engagement—particularly participation—in virtual power plants. We had a great turnout, and we hope that everyone who attended found it informative and helpful. In case you missed it, here are some key takeaways from the webinar, as well as a link below to watch the entire presentation.
Finding the Right Marketing Message for VPP Participation
Nathan Shannon, President of Smart Energy Consumer Collaborative, opened by sharing insights from the most recent SECC report, Modern Energy Messaging: Transactions to Relationships. The full report identifies all of the different consumer audience segments, where they fall in the virtual power plant decision-making process, and which messages statistically resonate most within each segment.
For this live presentation, Nathan shared which specific messages were most effective in encouraging VPP enrollment and participation. He focused on the types of energy-related messages that consumers are currently receiving and which messages are most likely to motivate them to act.
According to research in the report, 57% of consumers were most interested in saving money on their electric bill; that number increased to 77% among consumers aged 55+. The next two most compelling messages nearly tied: 37% cared about helping the environment, or cutting down on greenhouse gas emissions, and 35% about how programs would help make their lives more convenient.
Why Consumer Engagement Matters for VPP Success
Juliet Shavik, CEO and Founder of SmartMark, shared common success strategies and key mistakes that utilities often make when marketing their virtual power plant programs to consumers. One key takeaway from SmartMark’s extensive experience helping scope and implement demand response programs is that knowing your audience and their needs is paramount to program participation. Testing theories about your consumers and updating your tactics and messages based on real-time feedback is vital to keeping current with what resonates with consumers.
– Juliet Shavik, CEO & Founder, SmartMark
For example, it might be an initial assumption that younger demographics have more familiarity with home smart devices, and will be more willing to participate in energy saving programs. However, research shows that older demographics are motivated by saving money or receiving incentives to lower their energy costs, and are more likely to participate in those programs. Finding the right motivation for each audience is important, and using your tested messaging is more reliable than making initial assumptions.
According to Shavik, initial strategy and planning are an important part of the success of any virtual power plant strategy. She explains, “Customer engagement should not be an afterthought.”
How to Measure Successful Virtual Power Plant Participation & Engagement
In the initial planning stages, it’s important to strategize who your audience is, what messages will appeal to them, and then time when you will reach them. It’s important to think about all stages of marketing promotion: from awareness to education to engagement. Give your consumers multiple access points to enroll in programs.
The initial purchase is when excitement about a device is at its peak, and consumers are already registering and learning about their devices, making it an opportune time to also educate about the benefits their device can provide in their energy usage. Email marketing, social media, SMS messages, and bill inserts can be helpful reminders about program opportunities, as well as educational opportunities about the benefits of enrollment and participation. Utilizing the most effective messaging across these different tactics ensures the maximum success.
It’s also important to set realistic benchmarks to measure your marketing efforts. Our speakers agreed that an open rate of 9% is an excellent benchmark for engagement. Don’t forget to leave room for iteration and development of your goals as you gain more insight into what your consumers care about most.
Finding the Right Marketing and Message for Next-Generation Virtual Power Plant Participation Conclusion
These are just a few key takeaways of a robust discussion full of report research and data points about which messages and values were most persuasive for consumer engagement. To see the full discussion and learn more examples of successful virtual power plant participation tactics, make sure to watch the full on demand recording.
Don’t Just Take Our Word For It!
