Target Audience Segmentation. June 2018

Transcription

1 Target Audience Segmentation June 2018

2 Context Continuation of previous audience and messaging work Audience personas High propensity ZIP code list Audience messaging Current work identifies homes suitable to a 1:1 DHP system and contextualizes homeowner Communication channel preferences Key messages by audience Marketing will use this data to target homeowners in appropriate channels. 2

3 Identifying the DHP Target Market 13 MILLION NW HOMES DHP TARGET MARKET = 480K HOMES Electric Zonal Heating 2,000 sq. ft. or less No Central A/C 480K HOMES+ HOMEOWNER DHP TARGET MARKET = 240K HOMES Electric Zonal Heating 2,000 sq. ft. or less No Central A/C + Homeowner 3

4 Defining Audience Profiles 20+ MOSIAC AUDIENCE PROFILES 4

5 Refining Audience Profiles Age HHI Life stage Education Where they live 3 AUDIENCE PROFILES Presence and age of kids Preferred communication channels 5

6 Boomers+ (51%) Population 126,200 (51%) Age Range HHI Time in Residence Locality Education Level $50-125k years Rural; suburban Some college+ Communication Channels Broadcast and online TV Direct mail Satellite radio Attributes Grandparents care about future generations Not digitally inclined Retired or nearing retirement Community-oriented Likely to be familiar with home improvements home may be paid off 6

7 Family Ties (17%) Population 41,800 (17%) Age Range HHI Time in Residence Locality Education Level $50-150k 2-15 years Suburban; metro High school+ Communication Channels Online Mobile Video Attributes Large families Value family and family time Value comfort/comfortable environment Peer influence goes a long way (social users) Intelligent spenders (not only driven by bottom line) Live hectic lives busy 7

8 Suburbanites (14%) Population 34,500 (14%) Age Range HHI Time in Residence Locality Education Level $35-100k 6+ years Suburban Some college (B.A.) Communication Channels Online Streaming TV Broadcast TV Digital Attributes Tech literate Commuters Kids in household Interested in EE/$$ savings; comfort/livability Live in developments Middle class Pride of ownership Value family Handy in the home 8

9 How does this help Marketing and Communications? 1. Context for messaging Some benefits may resonate better with different audiences 2. Channel mix Reaching our audiences where they are 9

10 Messaging Guidelines

11 Key Messages: Value Proposition Installing an energy-efficient ductless heat pump can lower monthly electrical heating bills by up to 50% and provides home cooling at the same time. Ductless heat pump technology increases home comfort by heating a home more evenly and consistently than zonal electric heating systems. Ductless heat pumps are easy to install and safe to operate, with a modern design that easily blends into the home. Rebates from utilities across the Northwest reduce the ductless heat pump s purchase price for an additional financial benefit. 11

12 Key Messages: Problem / Solution Problem Heating and cooling accounts for more than half the energy use in typical U.S. homes, making it the largest energy expense. Solution Ductless heat pumps provide reliable heating and cooling while using up to 50% less energy, reducing energy costs. Baseboards and electric wall heating units are inefficient and drive up electric cost. This type of heating rarely fails, so consumers often tolerate inefficient systems. Homes with electric resistance style heating require additional costly and inefficient cooling systems, such as central AC or window units. Ductless heat pumps work with your existing system so electric resistance heating is used as a back up to the more efficient ductless system. Ductless heat pumps also provide cooling, creating optimal home comfort in every season. 12

13 Audience-Specific Messaging Boomers+ Emphasize cost savings, comfort Sample marketing copy One simple home improvement can increase your daily comfort and cut your home heating costs in half. Energy-efficient ductless heat pumps warm your home evenly and reliably, and lower your electric heating bill by up to 50%. Benefits Ductless heat pumps work with your existing electric resistance heating system to keep your home comfortably heated year-round. Ductless heat pumps provide even, reliable heating and cooling while using up to 50% less energy than electric resistance heating system. Call to action Talk to your installer about how a ductless heat pump can increase your comfort and lower your energy bills. Contact your local utility about available rebates. 13

14 Audience-Specific Messaging Family Ties Emphasize comfort, energy / cost savings Sample marketing copy What if increasing your home s comfort could also save you money? Energysaving ductless heat pumps work seamlessly with your existing electric heating system to cut monthly heating costs in half while warming and cooling your home reliably. Benefits Ductless heat pumps heat your home evenly, quietly, and up to 50 percent more efficiently than electrical zonal heating. Ductless heat pumps maximize comfort by serving as a home cooling system no costly AC system needed. Call to action For a more comfortable home and lower electric bills, ask an installer about a ductless heat pump system. Learn more about these efficient systems and discover utility rebates at GoingDuctless.com or contact your local utility. 14

15 Audience-Specific Messaging Suburbanites Emphasize EE and trustworthy technology Sample marketing copy Let the energy-saving technology of a ductless heat pump optimize your home s temperature and reduce electric bills by up to 50 percent. Ductless heat pumps combine powerful performance with modern design to create one of the most energy-efficient home heating and cooling systems available today. Benefits Ductless heat pump technology uses naturally occurring heat energy to warm your home up to twice as efficiently than standard electric heating systems. The same technology allows ductless heat pumps to operate as an energy-efficient home cooling system for year-round comfort.. Call to action Ask your installer about this ultra-efficient home heating and cooling technology. To learn more about ductless heat pumps and available rebates visit GoingDuctless.com or contact your local utility. 15

16 Channel Considerations

17 Channel Preferences Boomers+ Broadcast TV Satellite / Streaming Radio Direct mail receptive 17

18 Channel Preferences Family Ties Streaming TV Online Display Satellite / Streaming Radio Broadcast TV Mobile video / display 18

19 Channel Preferences Suburbanites Streaming TV Broadcast TV Satellite / Streaming Radio Mobile video 19