Educating Consumers on Electric Vehicles: What Utilities Have - - PowerPoint PPT Presentation

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Educating Consumers on Electric Vehicles: What Utilities Have - - PowerPoint PPT Presentation

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Educating Consumers on Electric Vehicles: What Utilities Have Learned Advanced Energy Economy Webinar September 18, 2019 Transforming Policy. Expanding Markets. 0 Educating Consumers on Electric Vehicles: What Utilities Have Learned

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Educating Consumers on Electric Vehicles: What Utilities Have Learned

Advanced Energy Economy Webinar

September 18, 2019

Transforming Policy. Expanding Markets.

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Educating Consumers on Electric Vehicles: What Utilities Have Learned

Panelists:

  • Jeff Beeson, Manager, Product Marketing, Evergy (KCP&L)
  • Ken Reichley, Marketing Communications Advisor, Southern California Edison
  • Anne Arquit-Niederberger, VP, Market Development, Enervee
  • Mike Kurzeja, Founder & CEO, EZ-EV (An Exelon Venture)
  • Lisa Frantzis, Senior Managing Director, AEE (moderator)
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Advanced Energy Economy Leadership Council

UPDATED DECEMBER 2018

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Advanced Energy Economy Members

UPDATED MAY 2019

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Interested in AEE Membership?

membership@aee.net

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KCP&L Clean Charge Network Background

  • Launched in 2015
  • 1,100+ EV charging

stations

  • Uniformed experience and

network

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Our EV Marketing Approach

  • Strategic 3 phase marketing

method

  • Awareness/education
  • Broad demographic, geotagged
  • Consideration/conversion
  • Micro-tagged those in car

buying cycle

  • Loyalty/advocacy
  • Develop advocates and

empower local EV drivers

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Strategic 3 Phase Marketing Method

  • Focus on mass

awareness and understanding of EVs

  • Busting Myths &

Misunderstandings

  • Not too technical
  • Multiple vehicle types
  • Show people just like

them who buy EVs

  • Place to go to learn more

Phase 1: Driving Awareness

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Strategic 3 Phase Marketing Method

  • One stop destination that

readable and fun

  • Consumer-focused

approach to driving electric

  • Not too technical for

prospects

  • Focused on more than one

brand or vehicle

  • Show people just like them

who drive EVs

  • Communicate benefits of the

CCN

Phase 1: Driving Education

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Strategic 3 Phase Marketing Method

  • Using segmentation,

targeting and retargeting to hit people in the car buying process

  • Target people visiting:
  • Car sites, cars.com
  • EV or fuel efficient

web searching

  • Gmail
  • Retarget off of:
  • Website visits
  • Social ad clicks
  • Email

Phase 2: Driving Considerations

“The top barriers to purchasing an EV were cost and not needing a new car.”

– E Source, The Essentials of Marketing Electric Vehicles, page 11

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Strategic 3 Phase Marketing Method

  • KCP&L EV Showroom
  • Test drives, multiple car

types

  • No pressure,

knowledgeable staff

  • Home/public charging

info/costs

  • Dealer Outreach/Training
  • Quarterly dealer outreach
  • Vehicle specials and

promotions

  • Salesperson incentives

Phase 2: Driving Considerations

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Strategic 3 Phase Marketing Method

  • Create EV Advocacy Group
  • EV social media group
  • Monthly newsletter
  • Swag: T-shirts, bags,

notebooks, and EV etiquette kit

  • Quarterly driver-only events
  • Feedback and suggestions
  • Empower Drivers to Help
  • Help with events/ride-and-

drives

  • Help feed top of marketing

funnel

Phase 3: Driving Loyalty & Advocacy

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Host and Driver Welcome Kit

EV Driver Kits Site Host Welcome Kit

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Results

0% 50% 100% Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017

Top Metro YOY EV Sales Growth by Quarter

Kansas City Las Vegas Denver St Louis Boston Phoenix

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Questions?

Case Study: www.cleanchargenetwork.com/study

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EV Awareness Campaign

  • Direct marketing
  • In-language mass media

advertising

  • Display
  • Mobile
  • Social
  • Radio
  • Outreach through local

community-based

  • rganizations
  • Training and education for

auto dealerships

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Customer Education

Customer Resources & Experiential Opportunities Transportation Electrification Advisory Services

  • Online self-service tools & fact

sheets

  • Training materials
  • Ride & Drive events
  • Partnerships with community-

based organizations to support EV education efforts

  • Sponsorships: conferences,

events & forums

  • Fleet assessments
  • Site feasibility assessments
  • Perform fleet assessment

service to calculate GHG reduction

  • Low Carbon Fuel Standard

credit estimation

  • Perform rate analysis to find
  • ptimum rate tier
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Program Marketing & Education

  • Direct marketing
  • Email marketing campaign
  • Outreach through industry

partners

  • Media outreach and education
  • Hosted customer engagement

events

  • Present at industry-specific

events and conferences

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Low EV Awareness Persists in 2019

Even in California, only one-third of car owners can correctly name a single battery EV model

No Said "yes", but got it wrong Yes (Tesla) Yes (other)

March 2019 survey results from Ken Kurani, UC Davis

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The Trouble with EV-Only

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Nudging Car Shoppers from Desire à Purchase

95%

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Enervee Cars Choice Engine Deployments

cars.sce.com consumerscars.efficientchoice.com aepohiocars.com cars.coned.com

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From 2% to 33% in Under 60 seconds?

More likely to buy EV

63%

Useful for car shopping

71%

Bought an EV after visiting

33%

More favorable

  • pinion of utility

75%

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Interest in home EV chargers

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Interest in home EV chargers

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Satisfying the Needs of the ICE Shopper

Among EV buyers in our target audience of people originally in the market to buy a combustion engine vehicle:

  • 100% found the Cars website useful for

their EV shopping experience

  • 100% were satisfied with the Cars

platform (60% extremely satisfied)

  • The Net Promoter Score was maxed out

at 100, meaning that all were extremely likely to recommend the UtilityCo Cars website to a friend, colleague or relative Main value of site

  • Side-by-side vehicle comparison
  • Enervee Score (energy efficiency)
  • CLEARCOST (5-year cost to own)
  • Map of EV chargers near you

The EV Reward was not very important in their decision to purchase an EV (4 on a zero to 10 scale)

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EZ-EV Guiding Principles

While there is no one-size-fits-all formula for success, electric utility leaders are finding that a steady combination of proactive outreach through a mix of digital, mobile, community events, and dedicated account representative touch points can drive a strong positive perception of their brands

– John Hazen, Director of Utility Practice at J.D. Power

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EZ-EV History

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Maryland Results

Digital Platform - >1200 Active Weekly Users Live Events – 8000+ riders, Inverted Perception Concierge Call Team – 30 Point NPS increase Other Products -

BGE Home (install), TOU, Energy Contracts

Dealer Network – Over 500 cars sold

Results Operational Region

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29 Policies That Make a Difference | https://www.advancedenergynow.org/west | #AEN19WEST

Scottsdale, AZ | October 16-17th, 2019

REGISTER NOW: www.advancedenergynow.org/west REGISTER NOW: www.advancedenergynow.org/west

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30 aee.net powersuite.aee.net @aeenet / Washington DC San Francisco Boston

Contacts: Lisa Frantzis, lfrantzis@aee.net Jeff Beeson, jeffrey.beeson@kcpl.com Ken Reichley, kendall.reichley@sce.com Anne Arquit Niederberger, anne@enervee.com Michael Kurzeja, Michael.kurzeja@exeloncorp.com