6. First Two Years - Mediocrity
• Started in 2005
• Standard approach for a year and half
• Measures installed
• Free gaskets
• Free vending misers
• Low cost or free strip curtains
• Fly by night contractors
29. Save The Dates
For more information - www.aesp.org
AESP’s Summer Conference
San Francisco, CA
AESP’s National Conference
Orlando, FL
Aug. 4-6, 2014
Feb. 9-12, 2015
Notas del editor
“If you have get a third of the grocers to do something you will be a rock star.”
Highly remote – pop of 13.5M and target population of 7M
Some of the lowest electric rates in the country ($0.03-$0.075 per kWh)
400M sq ft covered about 220M (3rd largest state (Cal is 163.7) or (almost 18 Marylands)
Harney Electric Cooperative: territory is the size of West Virgina – they have 4,000 customers
THEME: We looked at this as a business and not an energy efficiency program
Rebuilt the program with a customer focus
Hired different people, focus on customer
Trust formula
Tell 3 stories :
May Au
The Mikes
Paul
Within 4 years
Big vs Small data
Big data will be able to predict opportunities
Small data uses what we have
Grocers know promotions so we used their tools
It started when a grocer commented to a field rep – “You should run a sale. You know we understand a sale.”
We planned a promotion and built it with the utility
We selected key measures and incentive increases
Cost of sales
Price will fall and not return
We did what a grocer would do … we ran a promotion
We did it ourselves – limited marketing expertise
We focused on measures that were identified as a frequent opportunity but not selected. We then used our market knowledge to focus on 3 measures:
Case motors
Case curtains
Fred Meyer/Kroger story
We tripled expectations
What are we going to do next
Ask question: Who is familiar with this measure
A complex measure – lots of interest but too expensive
A promotion was not going to work – limited providers
The cost of sales is high
Define a Buying Group
Over 120 interested but did not buy
Over 60 would join the effort
Over 50 stores
Cost of sales
Again: Price will fall and not return
Spinoff effect was large – within 18 months twice the number of projects were completed
Not just for residential
Lots of industry players
GE Story
GE story
Kroger/Fred Meyer story
Product had to be brought in from other markets
All in a territory with some of the lowest rates in the country
The data is not enough
If the market does not trust you this will not work
Market knowledge:
Ryon – top contractor
Ali – ethnic grocers
Mike – grocer of the year
The data makes it happen but market knowledge is key to a great program
The data is not enough
Positive feedback
Market Transformation:
Demand increase
Market price dropped
Increased awareness
Get people excited about energy
Changed behavior
