saveONenergy Bi-Annual Events

2012 SPRING COUPON EVENT LDC Marketing & In-Store

March 21, 2012

Meet the Presenter

Sandra Joy

Manager,

Marketing and

Awareness

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Marketing Coordination

• Coordination of OPA, retailer, and

LDC marketing is key to

supporting a positive customer

experience and encouraging

program participation.

• The common use of the

Marketing Standards by all

parties ensures consistency of

core elements between all three

parties.

• Leverage the 2012 Spring

COUPON EVENT Marketing

Strategy Guide to prepare for

your local outreach and In-store

events.

OPA Marketing

• saveONenergy Microsite

www.saveonenergy.ca/couponevent

• Coupons available online from March 30th to April 29th

• Link to your saveONenergy microsite URL from your

corporate site

• POP materials for retailers

• Marketing templates for LDC Information on participating

retailers and eligible products is included

• Search Engine Marketing

• Central call centre support at 877-797-9473

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Marketing – saveONenergy Website

Icons

Product Details

Select Options

Print

Online Coupon

Marketing – In-store POS

Templates

• Print ads

• Radio - announcer read script

• Online ads

• Brochures

• Button

LDC Logo

Retailer Marketing

• In-store POP

• In-store events for LDCs

• Staff engagement

• Flyers

• Retailer Flyer Schedule

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List of 2012 Participating Retailers

June 16th – 17th

LDC Promotion

• Before the event

– drive traffic to your in-store event or promote the COUPON

EVENT and participating retailers in your area.

– Leverage the tools and templates on Sharepoint to

promote the event through web, radio, newspapers and

other channels.

– staff/representative training

• Review the Product Reference Guide and the Store

Associate Training presentation

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LDC Promotion

• While in-store

– set up your display area to attract customers include

products you are demonstrating (work with store staff on

this)

– Leverage the Tips & Tools Brochure with checklist when

speaking to customers.

– Have your staff wear the “ASK ME HOW TO

saveONenegy” buttons and equip them with copies of the

Quick Reference Guides

– conduct product demonstrations

• Use products with greatest kWh/kW savings potential (e.g.

specialty CFLs).

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• Promote event through web, radio,

newspapers and other channels

• Conduct product demonstrations

• Educate customers on product benefits

and proper use

• Explain opportunity for bill savings

• Reference Product Knowledge guide

• Use products with greatest kWh/kW

savings potential (e.g. specialty CFLs)

• Surround booth with products you are

demonstrating

• Customers can immediately make

purchase decisions

• Provide customers with website address

and contact details

• Leverage the Product Knowledge Guide

for staff training

• Leverage LDC Brochure template with

checklist

LDC In-Store Events

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• An “Ask Me How to saveONenergy” button

• Program Overview document

• Pocket Reference Guide

• Two lunchroom training posters

• Program Product Guide

• Sample of merchandising materials provided to

retailers

Sample Merchandising and Training Kit

Ordering Buttons

A limited number of “Ask Me How to saveONenergy”

buttons are available to LDCs for representatives to

wear during in-store events.

To request these buttons:

• sandra.joy@powerauthority.on.ca.

• include “saveONenergy buttons” in the

subject line and the following information in

your message:

• First and last name

• Courier address to which the buttons

should be sent with phone number

Marketing Toolkit

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Event Readiness Checklist

Questions