P&P 4 - Making Marketing Effective: Insights from New Research & Programs

Thursday, February 05, 2009  ·  8:30 AM - 10:00 AM

This session will present consumer insights and program experience to help conference participants more effectively market energy efficiency services and products to residential consumers. It will first explore the marketing implications of recent Northwest consumer segmentation studies and behavioral economics research and then show how this research could be/has been applied to program marketing. The session will also integrate guidelines for measuring the effectiveness of marketing efforts.

By attending this session, participants will

1. Learn about the latest research on Northwest residential consumers and how they think about energy efficiency
2. Explore what behavioral economics tells us about what's really influencing most decisions we make
3. Find out how recent research has been applied to program marketing, how well these approaches are working, and ways to track effectiveness

Keyword(s): anchoring, behavior change, behavioral economics, evaluation, inertia, marketing, market research, norms, perception, Power of "free" , segmentation, social marketing
Type: 90-Minute Breakout
Track: Policy & Program Issues
CEU: American Society of Home Inspectors (ASHI)   Residential Energy Services Network (RESNET)   National Association of Certified Home Inspectors (NACHI)   National Association of the Remodeling Industry (NARI)  

Course Presenter(s):

• Linda Dethman
• Steve Connelly

Course Document(s):

• P&P4_Connelly