Educating Consumers on Electric Vehicles: What Utilities Have Learned Advanced Energy Economy Webinar September 18, 2019 Transforming Policy. Expanding Markets. 0
Educating Consumers on Electric Vehicles: What Utilities Have Learned Panelists: • Jeff Beeson, Manager, Product Marketing, Evergy (KCP&L) • Ken Reichley, Marketing Communications Advisor, Southern California Edison • Anne Arquit-Niederberger, VP, Market Development, Enervee • Mike Kurzeja, Founder & CEO, EZ-EV (An Exelon Venture) • Lisa Frantzis, Senior Managing Director, AEE (moderator) 1
Advanced Energy Economy Leadership Council 2 UPDATED DECEMBER 2018
Advanced Energy Economy Members 3 UPDATED MAY 2019
Interested in AEE Membership? membership@aee.net 4
KCP&L Clean Charge Network Background • Launched in 2015 • 1,100+ EV charging stations • Uniformed experience and network 5
Our EV Marketing Approach • Strategic 3 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 6
Strategic 3 Phase Marketing Method Phase 1: 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 buy EVs • Place to go to learn more 7
Strategic 3 Phase Marketing Method Phase 1: Driving Education • One stop destination that 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 benefits of the CCN 8
Strategic 3 Phase Marketing Method Phase 2: Driving Considerations “The top barriers to purchasing an EV were cost and not needing a new car .” – E Source, The Essentials of Marketing Electric Vehicles, page 11 • 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 • Gmail • Retarget off of: • Website visits • Social ad clicks • Email 9
Strategic 3 Phase Marketing Method Phase 2: Driving Considerations • KCP&L EV Showroom • Test drives, multiple car types • No pressure, knowledgeable staff • Home/public charging info/costs • Dealer Outreach/Training • Quarterly dealer outreach • Vehicle specials and promotions • Salesperson incentives 10
Strategic 3 Phase Marketing Method Phase 3: Driving Loyalty & Advocacy • Create EV Advocacy Group • EV 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 11
Host and Driver Welcome Kit Site Host Welcome Kit EV Driver Kits 12
Results Top Metro YOY EV Sales Growth by Quarter 100% 50% 0% Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Kansas City Las Vegas Denver St Louis Boston Phoenix 13
Questions? Case Study: www.cleanchargenetwork.com/study 14
EV Awareness Campaign • Direct marketing • In-language mass media advertising • Display • Mobile • Social • Radio • Outreach through local community-based organizations • Training and education for auto dealerships 15
Customer Education Customer Resources & Transportation Electrification Experiential Opportunities Advisory Services • Online self-service tools & fact • Fleet assessments sheets • Site feasibility assessments • Training materials • Perform fleet assessment • Ride & Drive events service to calculate GHG • Partnerships with community- reduction based organizations to support • Low Carbon Fuel Standard EV education efforts credit estimation • Sponsorships: conferences, • Perform rate analysis to find events & forums optimum rate tier 16
Program Marketing & Education • Direct marketing • Email marketing campaign • Outreach through industry partners • Media outreach and education • Hosted customer engagement events • Present at industry-specific events and conferences 17
Low EV Awareness Persists in 2019 Even in California, only one-third of car owners can correctly name a single battery EV model No Said "yes", but got it wrong Yes (Tesla) Yes (other) March 2019 survey results from Ken Kurani, UC Davis 18
The Trouble with EV-Only 19
Nudging Car Shoppers from Desire à Purchase 95% 20
Enervee Cars Choice Engine Deployments consumerscars.e ffi cientchoice.com cars.sce.com aepohiocars.com cars.coned.com 21
From 2% to 33% in Under 60 seconds? More favorable Bought an EV More likely to buy Useful for car opinion of utility after visiting EV shopping 75% 33% 63% 71% 22
Interest in home EV chargers 23
Interest in home EV chargers 24
Satisfying the Needs of the ICE Shopper Among EV buyers in our target audience of Main value of site people originally in the market to buy a combustion engine vehicle : • Side-by-side vehicle comparison • Enervee Score (energy efficiency) • 100% found the Cars website useful for their EV shopping experience • CLEARCOST (5-year cost to own) • Map of EV chargers near you • 100% were satisfied with the Cars platform (60% extremely satisfied) The EV Reward was not very important in their decision to • The Net Promoter Score was maxed out purchase an EV at 100, meaning that all were extremely (4 on a zero to 10 scale) likely to recommend the UtilityCo Cars website to a friend, colleague or relative 25
EZ-EV Guiding Principles While there is no one-size-fits-all formula for success, electric utility leaders are finding that a steady combination of proactive outreach through a mix of digital, mobile, community events, and dedicated account representative touch points can drive a strong positive perception of their brands – John Hazen, Director of Utility Practice at J.D. Power 26
EZ-EV History 27
Maryland Results Results Operational Region Digital Platform - >1200 Active Weekly Users Live Events – 8000+ riders, Inverted Perception Concierge Call Team – 30 Point NPS increase Other Products - BGE Home (install), TOU, Energy Contracts Dealer Network – Over 500 cars sold 28
Scottsdale, AZ | October 16-17th, 2019 REGISTER NOW: www.advancedenergynow.org/west REGISTER NOW: www.advancedenergynow.org/west Policies That Make a Difference | https://www.advancedenergynow.org/west | #AEN19WEST 29
Contacts: Lisa Frantzis, lfrantzis@aee.net Jeff Beeson, jeffrey.beeson@kcpl.com Ken Reichley, kendall.reichley@sce.com Anne Arquit Niederberger, anne@enervee.com Michael Kurzeja, Michael.kurzeja@exeloncorp.com aee.net powersuite.aee.net @aeenet / Washington DC San Francisco Boston 30
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