Why and How Utilities Should Accelerate the EV Revolution · 2019-10-31 · Why and How Utilities...

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Why and How Utilities Should Accelerate the EV Revolution

Web conference

Wednesday, June 26, 2019

Jeffrey BeesonManager, Product Marketing, Evergy

Shelby KuenzliAssociate Analyst, E Source

How much revenue could utilities gain if they captured the fueling market for all light-duty vehicles in the US? $100 million dollars $500 million dollars $1 billion dollars $100 billion dollars $500 billion dollars

Which of these is true? By 2035, EVs will make up 20% of all new car sales. By 2035, EVs will make up 85% of all new car sales. By 2040, EVs will make up 35% of light-duty vehicle sales. By 2040, EVs will make up 56% of light-duty vehicle sales. By 2050, EVs will make up 65% of light-duty vehicle sales.

Sales of the top 8 EV models

Familiarity with EVsNational residential data

Considering purchasing an EVNational residential data

EV success is not a guarantee

Utilities can help push EVs by doing targeted marketing

rather than assuming

everyone is “EV ready”

Source: “Crossing the Chasm,” Geoffrey Moore

Technology enthusiasts Require the shortest adoption period Risk takers Understand and apply complex

technical knowledge to cope with a high degree of uncertainty

Motivated by the idea of being a change agent

Gatekeepers for the next group of adopters

Recruit to be peer educators

Circa: 2014 to 2020

Innovators (2.5%)

Will embrace EVs’ technical challenges and market gaps

Visionaries Serve as the opinion leaders Have a natural desire to be trend

setters (Tesla) Serve as role models within their social

group Adventurous (Tesla) Not necessarily cost-sensitive (Tesla) Excellent test subjects to pilot the

innovation Don’t require a full solution set

Circa: 2019 to 2023

Early adopters (13.5%)

Key group for utilities: Will tolerate EV gaps and challenges for prestige

Desire complete solutions and convenience; avoid complexity

Pragmatics Interact frequently with peers;

deliberate contact Also serve as opinion leaders, but later

in the process Avoid risk Prudent Make slow, steady progress; need

simple, user-friendly training

Circa: 2022 to 2028

Early majority (34%)

“Packaged” delivery of EV solutionsbased on early-adopter experience

Innovators and early adopters are considering purchasing an EV National residential data

What does your EV driver look like?

Who are our next buyer groups?E Source data with Claritas Prizm segments

Young Digerati (241)

Tech-savvy, urban fringe

Fitness clubs, casual restaurants, and all types of bars—juice to coffee to microbrews

Affluent and highly educated

$130,000 per year

35 to 54 years old

Most have children

Up-and-Comers (236)

Younger families

Athletic and like the latest technology

Suburban areas

College graduates

Management and professional jobs

$68,000 per year

25 to 44 years old

Second City Startups (226)

Young families

Smaller cities

Ethnically diverse

College graduates

$63,000 per year

25 to 44 years old

Bright Lights, Li’l City (224)

Younger couples

In satellite cities and suburbs

Well-off and college educated

Like to go out to eat and karaoke

$60,000 per year

25 to 44 years old

Best-in-class utility EV marketing

examples

Austin Energy’s How Will You Say Goodbye? campaign

StEVie the EV-Loving T-Rex

Austin Energy StEVie & The Rexies Garage Band

SMUD’s Drive Electric campaign

Evergy

Jeffrey BeesonManager, Product Marketing, Evergy

Internal Use Only

Learning from Our Past:Why and How Utilities Are Accelerating the EV Revolution

Jeff Beeson, Manager of Product MarketingKCP&L | Westar Energy

Internal Use Only

KCP&L Clean Charge Network

Launched in 2015

1,100+ EV charging

stations

Uniformed experience

and network

Internal Use Only

Our EV Marketing Approach

Strategic Three-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

Internal Use Only

Driving Awareness

Focus on mass awareness and understanding of EVs

Busting Myths/ Misunderstandings

Not too technical

Multiple vehicle types

Show people just like them who drive EVs

Place to go to learn more

Internal Use Only

Driving Education

One-stop destination that’s 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 the benefits of the CCN

Internal Use Only

“Buying a car is an emotional experience. Consumers invest a lot of time comparing the cost, feel, look, and benefits of each vehicle.

“It’s important you make car buyers aware of the various incentives and offerings available to them, because dealerships typically don’t.”

– E Source, The Essentials of Marketing Electric Vehicles

Driving Consideration & Conversion

Internal Use Only

Driving Consideration

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

Retarget off of:

Website visits

Social ad clicks

“The top barriers to purchasing an EV were cost and not needing a new car.” – E Source, The Essentials of Marketing Electric Vehicles

Internal Use Only

Driving Conversion

KCP&L EV ShowroomTest drives, multiple car types

No-pressure, knowledgeable staff

Home/public charging info and costs

Dealer Outreach/TrainingQuarterly dealer outreach

Vehicle specials and promotions

Salesperson incentives

Internal Use Only

Driving Loyalty & Advocacy

Internal Use Only

Driving Loyalty & Advocacy

Create EV Advocacy GroupEV 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

Internal Use Only

Results

0%10%20%30%40%50%60%70%80%90%

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

Internal Use Only

Questions?

Case Study:

www.cleanchargenetwork.com/study

E Source resources

For more informationShelby KuenzliAssociate Analyst, Marketing & Communications, E Source303-345-9164 shelby_kuenzli@esource.com

You're free to share this document in its entirety inside your company. If you'd like to quote or use our material outside of your business, please contact us at customer_service@esource.com or 1-800-ESOURCE (1-800-376-8723).

Are you a member? Have a question? Ask E Source!Submit an inquiry: www.esource.com/question

Jeffrey BeesonManager, Product Marketing, Evergyjeffrey.beeson@kcpl.com

Why and How Utilities Should Accelerate the EV Revolution · 2019-10-31 · Why and How Utilities...

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