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www.esource.com
Why and How Utilities Should Accelerate the EV Revolution
Web conference
Wednesday, June 26, 2019
Jeffrey BeesonManager, Product Marketing, Evergy
Shelby KuenzliAssociate Analyst, E Source
© 2019 E Source | www.esource.com 2
Poll
How much revenue could utilities gain if they captured the fueling market for all light-duty vehicles in the US? $100 million dollars $500 million dollars $1 billion dollars $100 billion dollars $500 billion dollars
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Poll
Which of these is true? By 2035, EVs will make up 20% of all new car sales. By 2035, EVs will make up 85% of all new car sales. By 2040, EVs will make up 35% of light-duty vehicle sales. By 2040, EVs will make up 56% of light-duty vehicle sales. By 2050, EVs will make up 65% of light-duty vehicle sales.
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Sales of the top 8 EV models
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Familiarity with EVsNational residential data
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Considering purchasing an EVNational residential data
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EV success is not a guarantee
Utilities can help push EVs by doing targeted marketing
rather than assuming
everyone is “EV ready”
Source: “Crossing the Chasm,” Geoffrey Moore
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Technology enthusiasts Require the shortest adoption period Risk takers Understand and apply complex
technical knowledge to cope with a high degree of uncertainty
Motivated by the idea of being a change agent
Gatekeepers for the next group of adopters
Recruit to be peer educators
Circa: 2014 to 2020
Innovators (2.5%)
Will embrace EVs’ technical challenges and market gaps
Source: “Crossing the Chasm,” Geoffrey Moore
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Visionaries Serve as the opinion leaders Have a natural desire to be trend
setters (Tesla) Serve as role models within their social
group Adventurous (Tesla) Not necessarily cost-sensitive (Tesla) Excellent test subjects to pilot the
innovation Don’t require a full solution set
Circa: 2019 to 2023
Early adopters (13.5%)
Key group for utilities: Will tolerate EV gaps and challenges for prestige
Source: “Crossing the Chasm,” Geoffrey Moore
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Desire complete solutions and convenience; avoid complexity
Pragmatics Interact frequently with peers;
deliberate contact Also serve as opinion leaders, but later
in the process Avoid risk Prudent Make slow, steady progress; need
simple, user-friendly training
Circa: 2022 to 2028
Early majority (34%)
“Packaged” delivery of EV solutionsbased on early-adopter experience
Source: “Crossing the Chasm,” Geoffrey Moore
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Innovators and early adopters are considering purchasing an EV National residential data
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What does your EV driver look like?
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Who are our next buyer groups?E Source data with Claritas Prizm segments
Young Digerati (241)
Tech-savvy, urban fringe
Fitness clubs, casual restaurants, and all types of bars—juice to coffee to microbrews
Affluent and highly educated
$130,000 per year
35 to 54 years old
Most have children
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Who are our next buyer groups?E Source data with Claritas Prizm segments
Up-and-Comers (236)
Younger families
Athletic and like the latest technology
Suburban areas
College graduates
Management and professional jobs
$68,000 per year
25 to 44 years old
© 2019 E Source | www.esource.com 15
Who are our next buyer groups?E Source data with Claritas Prizm segments
Second City Startups (226)
Young families
Smaller cities
Ethnically diverse
College graduates
Management and professional jobs
$63,000 per year
25 to 44 years old
Bright Lights, Li’l City (224)
Younger couples
In satellite cities and suburbs
Well-off and college educated
Like to go out to eat and karaoke
Management and professional jobs
$60,000 per year
25 to 44 years old
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Best-in-class utility EV marketing
examples
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Austin Energy’s How Will You Say Goodbye? campaign
StEVie the EV-Loving T-Rex
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Austin Energy’s How Will You Say Goodbye? campaign
Austin Energy StEVie & The Rexies Garage Band
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Austin Energy’s How Will You Say Goodbye? campaign
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SMUD’s Drive Electric campaign
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SMUD’s Drive Electric campaign
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Evergy
Jeffrey BeesonManager, Product Marketing, Evergy
Internal Use Only
Learning from Our Past:Why and How Utilities Are Accelerating the EV Revolution
Jeff Beeson, Manager of Product MarketingKCP&L | Westar Energy
Internal Use Only
KCP&L Clean Charge Network
Launched in 2015
1,100+ EV charging
stations
Uniformed experience
and network
Internal Use Only
Our EV Marketing Approach
Strategic Three-Phase Marketing Method
Awareness/Education• Broad demographic, geotagged
Consideration/Conversion• Micro-tagged those in car-buying cycle
Loyalty/Advocacy• Develop advocates and empower local
EV drivers
Internal Use Only
Driving Awareness
Focus on mass awareness and understanding of EVs
Busting Myths/ Misunderstandings
Not too technical
Multiple vehicle types
Show people just like them who drive EVs
Place to go to learn more
Internal Use Only
Driving Education
One-stop destination that’s readable and fun
Consumer-focused approach to driving electric
Not too technical for prospects
Focused on more than one brand or vehicle
Show people just like them who drive EVs
Communicate the benefits of the CCN
Internal Use Only
“Buying a car is an emotional experience. Consumers invest a lot of time comparing the cost, feel, look, and benefits of each vehicle.
“It’s important you make car buyers aware of the various incentives and offerings available to them, because dealerships typically don’t.”
– E Source, The Essentials of Marketing Electric Vehicles
Driving Consideration & Conversion
Internal Use Only
Driving Consideration
Using Segmentation, Targeting and Retargeting to hit people in the car-buying process
Target people visiting:
Car sites, cars.com
EV or fuel-efficient web searching
Gmail
Retarget off of:
Website visits
Social ad clicks
“The top barriers to purchasing an EV were cost and not needing a new car.” – E Source, The Essentials of Marketing Electric Vehicles
Internal Use Only
Driving Conversion
KCP&L EV ShowroomTest drives, multiple car types
No-pressure, knowledgeable staff
Home/public charging info and costs
Dealer Outreach/TrainingQuarterly dealer outreach
Vehicle specials and promotions
Salesperson incentives
Internal Use Only
Driving Loyalty & Advocacy
Internal Use Only
Driving Loyalty & Advocacy
Create EV Advocacy GroupEV social media group
Monthly newsletter
Swag: t-shirts, bags, notebooks, and EV etiquette kit
Quarterly driver-only events
Feedback and suggestions
Empower Drivers to Help Help with events/ride-and-drives
Help feed top of marketing funnel
Internal Use Only
Results
0%10%20%30%40%50%60%70%80%90%
Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017
Top Metro YOY EV Sales Growth by Quarter
Kansas City Las Vegas Denver St Louis Boston Phoenix
Internal Use Only
Questions?
Case Study:
www.cleanchargenetwork.com/study
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E Source resources
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For more informationShelby KuenzliAssociate Analyst, Marketing & Communications, E Source303-345-9164 shelby_kuenzli@esource.com
You're free to share this document in its entirety inside your company. If you'd like to quote or use our material outside of your business, please contact us at customer_service@esource.com or 1-800-ESOURCE (1-800-376-8723).
Are you a member? Have a question? Ask E Source!Submit an inquiry: www.esource.com/question
Jeffrey BeesonManager, Product Marketing, Evergyjeffrey.beeson@kcpl.com
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