The future of utility advertising

Article Abstract:

Utility advertising programs will focus more on catering to the needs of customers. Advertising and marketing strategies have geared on showcasing the products and services offered by the company. The trend in utility advertising is now assimilating what each customer needs and wants, not what the company can offer. The industry is highly competitive and companies who stick to traditional advertising often lose market share. The foremost concern of clients is pricing, and utility advertising should capitalize on the pricing differences in their products and services to gain a major market share.

Methods

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The name in the game

Article Abstract:

Electric utilities have discovered that non-ad branding can instill their company names into the public's consciousness better than traditional advertising. Non-ad branding is the term used in the corporate world for sponsorships of sporting events, popular festivals and other similar events. Cinergy Corporation pioneered in the field of non-ad branding when it signed a $6-million contract to rename the Riverfront Stadium Cinergy Field.

Usage, Cinergy Corp., CIN, Sports sponsorship, Business names, Corporate sponsorship

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Thirty seconds

Article Abstract:

Electric utilities seldom use thirty-second television commercials as part of their marketing strategies. However, the success of Edison Electric Institute's Efficient Electrotechnologies Initiative's recent television commercial showed that this marketing approach is a very cost-effective means of getting consumers' attention and informing them about products and services.

Radio, TV, publisher representatives, TV Advertising, Media Representatives, Television advertising, Edison Electric Institute

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