Page 14 - Oil and Energy-February 2013

Diversification
Tap into consumers’ aspirations by
focusing on what they can achieve, more
than on what the company itself can do. For
instance, many consumers are interested in
using fewer resources and making a smaller
“footprint” in the world. Incorporate those
ideas in your imagery and marketing
themes to help customers and prospects
feel that you understand them. Use your
headlines and home pages to inspire them
and sell them lifestyle choices. Talk more
about aspirations and less about fuel and
equipment.
ATTRACTIVE AND PLAUSIBLE
Different companies will choose unique
elements to project their image, and the
options are endless. Many choose updated
versions of their current imagery and color
choices in order to capitalize on the reputa-
tion and goodwill they have accumulated.
The image elements themselves do not “sell”
the company; rather, they work together
with your messaging and advertising to form
an attractive, plausible whole. For example,
a company that installs geothermal and
solar solutions should choose imagery that
feels firmly connected to technology and
the future.
Image might seem like a low priority
when you have lots of other fires to fight,
but it’s vitally important, particularly for
companies that face heavy competition
from utilities and rival Oilheat companies.
Consumers are spending a lot on home
comfort and gaining awareness about the
cost-saving opportunities available through
energy efficiency. They want to make smart,
cost-effective choices, and they evaluate
companies based on what they perceive.
Your success in projecting a pleasing image
that matches their aspirations will do a lot
to shape their perceptions.
By rushing through an image overhaul,
you increase the likelihood of creating a
blurry, ineffective perception and setting
yourself back. It might seem effective to
you at the time, but what happens when
you start basing your advertising, website
and brochures on the new image, and
customers don’t respond? That’s much
worse than doing nothing at all, because
you don’t get many chances to change your
image. Disseminating a new image can be
expensive, and once you’ve done it once,
you might be disinclined to try again, and
your forward progress will be blocked.
MARKET YOUR MODEL
Once you are confident that you are
striking the right chords, put your new
image to work with a marketing campaign
that supports your diversified service model.
As you prepare the promotional copy, focus
on inspiring customers to choose your
service and your company. Simultaneously
talk up the value of the service and the
effectiveness of the company. Make it easy
for them to say yes by establishing the ben-
efits of the service as well as the advantages
of choosing your company.
ILLUMINATE THE PROCESS
Develop a special offer and promote it
using a combination of your regular com-
munications channels, including newslet-
ters, electronic newsletters, notices on bills
and e-bills, e-mail blasts, postcards and let-
ters. Develop a solid incentive program to
increase sales, and use your online rewards
program to deliver a nice bonus when they
buy. Plan to communicate repeatedly this
year to pique as much interest as possible.
Leverage the power of the Internet to
help customers and prospects choose your
company and its services. Create a new
website page or section that provides excel-
lent information about your new services.
Explain how they benefit the homeowner
while establishing your company’s expertise
and great service.
Once you have a good promotional page
or section online, use every tool at your dis-
posal to drive traffic to it. One of your best
promotional outlets is the customer account
section of the company website. Customers
visit these pages most frequently, making
them the best place to post special offers
and brief promotional descriptions with
links to the new service page. Also use pay-
per-click advertising and social media posts
to drive traffic to the page promoting your
new services.
To launch new services successfully and
improve your company’s outlook, think like
a consumer, nurture your company image,
and execute a well planned marketing cam-
paign. By truly connecting with consumers,
you’ll enjoy better loyalty, higher market
penetration and greater profitability.
ception; changing perceptions is a function
of marketing. They will see you as merely
their Oilheat dealer until the day you suc-
ceed in convincing them you are something
more. The best way to achieve that is to
overhaul your image with a comprehensive
marketing campaign. Begin by deciding
how you want to be perceived.
CULTIVATE YOUR IMAGE
Once you know how you wish to be
seen, work with marketing professionals
to develop the right image and support it
with effective colors, imagery, taglines and
mission statement. If you are inclined to
do things yourself, fight that inclination
this time. Company image building is too
important for shortcuts.
That’s because image is a crucial driver
in a company’s success. When you develop
an image that reflects your mission and
matches what customers truly need and
want, you make it easy for them to choose
you, because you appear to be exactly what
they are seeking. For example, customers
who want to make smart, cost-effective
choices about home comfort and energy use
are most likely to turn to an expert provider
with broad-based knowledge, not a niche
provider. Likewise, customers who prefer
to use one company for all their home
comfort needs are most likely to seek out a
very versatile provider.
In Oilheat, the goal of the image
overhaul is often to expand the public
perception of the company’s capabilities
and mission. Companies can
place themselves in a new light
by changing their taglines,
updating logos and typography
and changing the principal
themes in their communications.
A new image should help cus-
tomers and prospects see
the company as the best
choice in the local market
to provide advanced home
comfort solutions.
14 • OIL&ENERGY