Marketing energy efficiency as a consumer commodity.

This authors draw upon 16 years of evaluation experience in conducting energy service marketing evaluations and market assessment research in the commercial and small industrial sectors to present real-life experiences and results of marketing efforts for energy services. The paper covers the use of mass and targeted media, community groups, trade allies, social groups and networks, demonstrations, one-on-one appeals and other methods to market energy services. While the paper draws from the experiences of conducting 19 different evaluations involving commercial customers over the last 10 years, most of the information presented is taken from research conducted between 1993 and 1996. The authors present the marketing strategy, the customer's response to the strategy, and in many cases the strategy's influence on program participation.

The programs and marketing strategies referred to in this paper were implemented in the mid-western regions of the United States and were offered by eight different utility companies located in Wisconsin and Michigan

The paper also includes a brief review of some of the segmentation strategies used in various program marketing efforts and relates their relative success at motivating customer to participation. The paper is structured to provide evaluations of marketing strategies to organizations marketing in a more competitive environment.