Despite being lucrative and highly competitive, the energy sector is one of the lowest interest categories in marketing from a customer perspective. In fact, many Kiwis don’t even know which one is their provider! How could we improve conversion rates for Genesis Energy without relying on a done-to-death pricing strategy? In this case, leveraging market insight through bespoke data analytics was the key.
We knew customer behaviour was influenced by cold weather, but we needed to work out exactly how, as well as how to transform this general knowledge into a specific campaign strategy to capture and increase customer conversion. Tens of thousands of data points and countless hours of analysis led to the discovery of a phenomenon we dubbed ‘temperature shock’, which describes a shift in weather patterns giving rise to an opportunity ripe for pitching the Genesis Energy message to a receptive audience. Through custom innovations and strategic relationships with appropriate media partners we developed a seamless region-specific process to respond to sudden changes in the weather and pivot the advertising message accordingly. This resulted in a measurable increase in customer acquisition for Genesis Energy.