Migrating from a mature industry to an industry in infancy
GULF IS ONE OF NEW ENGLAND'S BEST KNOWN GAS BRANDS. Gulf operates gas stations (and convenience stores) across the metro Boston and New England regions with significant share and brand awareness. In neighboring states, the brand presence is mixed.
DEREGULATION OF ELECTRICITY provided Gulf with the opportunity to:
1. Expand into a growing new segment
2. Broaden the brand from has to other energy segments
3. Cross-promote gas, convenience, and electricity with loyalty-based marketing
1. Expand into a growing new segment
2. Broaden the brand from has to other energy segments
3. Cross-promote gas, convenience, and electricity with loyalty-based marketing
WE PROPOSED SUCCESS IN DEREGULATED ELECTRICITY requires at least three critical success factors:
1. Familiarity with the Gulf brand
2. Familiarity with deregulation of electricity, and the general benefits
3. Competitive advantages, generally expressed as rate (per kilowatt hour)
4. Highly functional website with useful tools and "friction-free" conversion
1. Familiarity with the Gulf brand
2. Familiarity with deregulation of electricity, and the general benefits
3. Competitive advantages, generally expressed as rate (per kilowatt hour)
4. Highly functional website with useful tools and "friction-free" conversion
The First Two Markets Represented Opposite Ends of the Spectrum.
Gulf Electricity Primary Targets: NYC and Westchester
NEW YORK GOAL: Awareness
1. Gulf brand awareness very low 2. Familiarity with deregulation also low 3. Rate advantage was fluid, precluding the most compelling rate claims NEW YORK TACTICS: 1. Subway panels 2. Taxi tops and animated videos 3. Keyword/text ads 4. Display/banner ads NEW YORK RESULTS: 1. 20+ million market impressions 2. Identified distinctions in urban (NYC) and suburban (Westchester) markets 3. Measured appeal of offers other than rate (eg: loyalty points, "lock in" fixed rate option, sweepstakes offer) |
Gulf Electricity visits in Massachusetts
MASSACHUSETTS GOAL: Conversion
1. Gulf brand awareness high 2. Familiarity with deregulation high 3. Rate advantage high (up to 35%) MASSACHUSETTS TACTICS: 1. Billboards (including Mass Turnpike) 2. Keyword/text ads 3. Display/banner ads 4. Focus on price advantage MASSACHUSETTS RESULTS: 1. Residential price lookup rate: 64.5% 2. Residential enrollment rate: 31.5% 3. "Green" enrollment rate: 9.4% |
Digital Advertising | Case Study | Gulf Electricity
