2017 Consumer Symposium

Consumer Value Proposition

Communications Tools

Agenda

SGCC Consumer Value Proposition &

Survey Findings

• Bernard Lecours, Chair, SGCC

Education Committee; Senior Market

Intelligence Leader, GE Grid Solutions

Messaging & Communications Tools

• Vivian Kelly, CEO, Interprose Inc.

SGCC’s Consumer Value Proposition

Environmental Economic Reliability

SGCC will work with industry stakeholders to promote and increase

awareness with consumers of the consumer value proposition.

Objectives & Methodology

Objectives

• Learn more about household electricity decision makers

(energy consumers)

• Understand which statements and messaging resonates

best with consumers

Methodology

• Online survey of U.S. adults ages 21 to 65 who make

decisions regarding household electricity/power usage

and pay the electricity/power bill

• 502 consumers were surveyed between March 31 and

April 4, 2016

Demographics

49% 51%

Gender:

7% 8% 16% 22% 26% 21%

Age:

21-24 25-27 28-34 35-44 45-54 55-65

8%

7%

79%

Ethnicity:

African American / Black

Asian

Hispanic / Latino

White / Caucasian

Other

11%

22%

23%

19%

15%

5%2%3%

Household Income:

Prefer not to state

$200,000+

$150,000 to $199,999

$100,000 to $149,999

$75,000 to $99,999

$50,000 to $74,999

$25,000 to $49,999

Under $25,000

55%

19%

14%

7%

5%

Own single familydetached home

Rent apartment

Rent single familydetached home

Own condo /attached home

Rent condo /attached home

Housing Arrangement:

Takeaways

Three primary takeaways synthesize and simplify the

results of the eight questions consumers responded to

1 2 3

Use specific, positive words and

phrases that are familiar and appealing

to consumers

Takeaway 1

Phrases that resonate best with consumers and appear to

reflect their primary concerns include:

Consumers say “saving money and enjoying dependable

service” is most important when it comes to overall power

usage

Saving Money Better Pricing Options Dependable Service Energy Efficiency

Takeaway 2

Consumers want dependable service and quick power

restoration after an outage

All three favored options are direct statements of tangible,

reliability-related benefits, rather than explanations of how

those benefits are achieved

Prevent power outages Speed up repairs from stormsRestore power quickly

Takeaway 3

Consumers find most appealing a brief direct pitch that

includes specific, familiar phrases that reflect their

priorities

Longer statements are less appealing, particularly those

that digress to include historical background on the grid,

or offer analogies with other technologies

Manage Budget Increase Reliability Promote Energy Efficiency Without Sacrificing Comfort

and Convenience

Communications Tools

• Messages

• Message House

• Elevator Pitches

• Stump Speech

• Infographic

• Banner ads

Messages

Creating a narrative to explain the value

proposition of the smart grid to consumers

enables an organization and its spokespeople

to speak to consumers in a single, common

voice

Message House

Elevator Pitches

Succinct and persuasive pitches to quickly define the

value proposition of the smart grid to consumers

Saving Money Dependable Service Maintain Comfort

and Convenience

Wind and solar power

Stump Speech

A more comprehensive speech used repeatedly to

campaign consumers on the value proposition of the

smart grid and galvanize them into positive action

Infographic

Banner Ads

Banner Ads

Banner Ads

Banner Ads

Banner Ads

Summary

Assist vendors and

consultants, munis, co-ops,

IOUs and consumer

advocates to promote and

increase awareness of

smart grid benefits to

consumers

Messaging Banner Ads Infographic

Questions?

Poll Question