Accelerating Energy Efficiency Accelerating Energy Efficiency Accelerating Energy Efficiency Accelerating Energy Efficiency Marketing with CoMarketing with Co--branding and branding and M lti l I tiM lti l I tiMultiple IncentivesMultiple Incentives

Barry Henck, Central Hudson Gas & ElectricBarry Henck, Central Hudson Gas & ElectricMaureen Alto, Sears Holdings CorporationMay 16, 2012

The Story of the

Heat Pump Heat Pump Water Heater Water Heater

Utilities HaveUtilities Have• ProgramsPrograms• Web sites

R b t• Rebates• Tri-folds

Utilities Need• Products

Utilities Need

• Showrooms• Price tagsg

Choosing a RetailerChoosing a Retailer• EE product offeringsEE product offerings• Service area

P t i t ti l• Partnering potential

A Co branded CampaignA Co-branded Campaign• Multiple playersMultiple players• Multiple brands

M lti l di t• Multiple discounts

Postcard, side 1

Postcard, side 2

In-store posterEmail blast

How Utilities Can BenefitHow Utilities Can Benefit

30 5 itRebates per Month

30.5 units

1.3 units

Before After

Why Cut Out the Trade Ally?Why Cut Out the Trade Ally?

Co-branded Trade Ally Ad

Creating Velocity through the g y gRetailer• Lean on what retailers do best: We SELL

product.• Listen to our marketing strategy: Allow

price first, education secondp• When you market with a retailer, EE

products sell at a greater velocity.products sell at a greater velocity.

Creating Velocity through the g y gRetailer• Win –Win –Win

Customer Utility Retailery

Save on Product EE Savings Sales

Save on Energy CostEnhanced relationship with consumer

Enhanced relationship with consumer

Peace of MindAssociated with savings for end user

Associated with EE solutions

Creating Velocity through the Retailer• Sears consistently works to educate

associates and customers in benefits of EE• Price = draw = opportunity to educate =

transformation

A/C Turn insA/C Turn-ins• $50 rebate toward a new Energy Star

A/C if you turn in old one at Sears• Partnered with ARCA• Started with A/C turn-in event at one

Sears store

AC Turn insAC Turn-ins

AC Turn insAC Turn-ins• 529 A/Cs turned in over 2 days• Didn’t have to buy from Sears but most did• A/Cs sold out fast• Program continuation in 2012 based on

2010 results • improve processes and inventory to meet

the consumers needs

ConclusionsConclusions• Utilities need products, showrooms and

price tags• Spell out savings, discounts for customersp g• Market with a retailer to have EE products

sell with greater velocity sell with greater velocity • The customer, utility and retailer can win

Questions?Questions?

AESP’s Summer ConferenceJul 30 31 2012 AESP s Summer ConferenceToronto, ON (Canada)

Jul. 30‐31, 2012

AESP’s Fall ConferenceLong Beach, CA

Oct. 15‐17, 2012

Save the DateAESP’s 23rd National Conference & Expo

Jan. 28‐31, 2013Conference & ExpoOrlando, FL

For more information - www.aesp.org