Summer 17 is will over. Hurricane Ophelia has landed in Ireland and it is beginning to get cold!
So what would feel better than arriving to a well-lit, cosy-warm home. Not surprizingly, utility companies sales promotions are in full swing. So here are some of Brandfire's favourite sales promotions by utility companies.
1. Scottish Power
Scottish Power created a competition last November when they told customers to take a picture of Whitelee Windfarm and put it on social media.Whitelee is the UK's largest onshore windfarm, located on Eaglesham Moor just 20 minutes from central Glasgow.
Customers had to upload it to Instagram using the hashtag #whiteleephotocomp.
They were entered into a competition to win a Nikon CoolPix Digital Camera.
This sort of sales promotion with a competition proves very popular – customers are in with the chance of winning, and the Instagram posts tagging Scottish Power help them increase customer engagement and reach. A small and simple promotion that is well planned is all it takes to get people talking and engaging with the company.
2. British Gas
Last October primary school pupils had the opportunity to win a £50,000 energy makeover for their school. Schools are traditionally older buildings that lack energy-efficiency and have high heating costs. As well as this, the winning child won an iPad and a trip to the Science Museum in London.
To enter the Smarter Power competition, pupils had to draw a comic strip of British Gas mascot, Wilbur. The comic strip had to demonstrate how using smart meters could help save energy in their home. There were over 4000 entries from 123 schools. Most importantly, 375,000 children have learned more about energy efficiency. This is a great example of a sales promotion for utility company that could work very well in the Irish Market.
3. DTE Energy
DTE Energy in Canada really knows how to do a sales promotion. The utility company hosted a free four-day festival in July. They did this to celebrate the opening of Beacon Park, Detroit's newest public space. There was music, art, food and games in the park, which attracted 1 million visitors a year.
To get into the electricity-theme of DTE, there was interactive and illuminated see-saws. Historic facades were lit up around the park. The festival was for all the family - with yoga, tacos, face painting and a night time market. Getting the whole family together to celebrate their city puts everyone in a good mood, and as DTE Energy is a Detroit-based energy company, it fits well together.
4. Georgia Power
Last Christmas, Georgia Power hosted a 'Light Up the Holidays' photo competition. They invited Georgians to showcase their holiday light displays (which Americas can be very good at). Entrants had to upload a photo of their festive fun to Facebook or Twitter using the hashtag #GeorgiaPowerLights. Four grand winners received a $500 gift card, a plaque, and they featured on Georgiapower.com. Four runners-up received $250 gift cards. This competition was available to both businesses and residential entrants.
Georgia Power wanted to promote energy-efficiency at Christmas and offer advice to customers on how they could save money and energy even when they celebrated. For example, using energy efficient LED decorations can save up 50% more than traditional decorations. This is a lovely promotion with a fun element while also promoting energy efficiency.
This is a great promotion targeting students in the UK. The prize is a summer internship with N Power and €1000 cash prize. In teams of two of four, students must build a model that predicts what customers' power usage will be, based on weather data. They must beat Npower's forecasts.
N Power buys energy based on estimated customer power usage. It is important that they get this right to ensure that their is enough capacity. British students would have a lot of fun beating N Power predications. Irish Students would also have a lot of fun beating Electiric Ireland, Bord Gais and the others.