Columbia Gas of Ohio earns kudos for leveraging data to communicate value
Columbia Gas of Ohio had a goal: to achieve cubic feet savings targets and motivate customers to purchase a smart thermostat. Its team determined that data would be the best guide—and along the way, the utility captured a PRSA Central Ohio PRism award for its use of data and analytics in connecting customers to smart thermostats. The award honors exceptional public relations activities among a diverse mix of businesses, industries and backgrounds.
Columbia Gas of Ohio’s product rebate program allows customers to shop online at www.columbiagasohiostore.com and receive instant rebates on smart thermostats, efficient showerheads and faucet aerators. “We needed to leverage our own data derived from the first two years of our marketing program to identify what it would take to make our unique customer base act differently,” Sarah Poe, manager, energy efficiency at Columbia Gas of Ohio, told American Gas. “We used this to devise strategies to be more financially efficient and effective.”
The team noted that of all the thermostats in the e-store, the lowest-cost smart thermostat had the highest follow-through: people who looked at it online and actually purchased it. That meant an opportunity to promote lower-priced smart thermostats on the e-store, Poe said.
In analyzing paid search ads and Facebook messaging tests, the team also discovered that price points and saving money were top of mind with consumers. Ads with a price point had a higher rate of views resulting in purchase than those without one, so the utility incorporated more pricing information into its paid search ads and focused on the money-saving value of smart thermostats in its marketing materials.
These efforts resulted in a decrease of up to 15% in cost-perconversion—or cost associated with a customer’s online view that results in a sale—year over year, Poe said.
The takeaway message for other utilities, she said, is this: Don’t undervalue existing data. First-party data gives great insight into understanding customers, and utilities don’t need a large budget to gauge how tactics perform and to adjust accordingly, she said.
“Don’t be afraid to experiment. Had we not been willing to try new things, we wouldn’t have been able to break through the plateau and secure so much more participation,” Poe said. “Do test messaging and be creative. This not only gives you more insight into what performs better, but also your customers’ mindsets, which can be advantageous far beyond marketing.”
The utility’s program also received a North America SABRE award from PRovoke Media in the Energy & Natural Resources category, recognizing superior achievement in branding and reputation.