In the past few years, the importance of marketing has become clear to the energy industry. Competition among gas stations is ferocious, made tougher by high taxes on fuel.
Few things are more important than brand identity.
Before deregulation started, utilities hardly had to think about such matters. And although increasing numbers of consumers are able to switch suppliers, many of them are unaware that they have a choice. Consequently, industry marketing is at an exciting crossroad. Marketing campaigns, which are new to utilities, must persuade consumers, who are new to open energy markets, not merely that there is a choice, but that they should choose a particular option. In this category, the judges will be looking for a campaign that is original, precisely targeted, makes effective use of the selected media, conveys a clear message, and produces results.