How to sell premium-priced Green Power to corporate customers
Ontario Power Generation wanted to introduce Green Power – environmentally-friendly power generated from renewable energy resources. Although only a fraction of a total customer’s power consumption would come from Green Power, by paying a small premium for it, the customers could communicate their environmental initiative to their customers, employees and other stakeholders.
Objectives
To successfully introduce Green Power to corporate customers.
Goal
To create a compelling program that would generate quick uptake, despite the premium and the fact that this power is indistinguishable from power from other sources.
Solution
For a customer, the real value in supporting this initiative is good PR. For a small premium, they could communicate that they support the further growth of clean energy sources in Ontario.
Our solution was to provide a complete communications package for the OPG sales team. The materials sold the specific product benefits, and reinforced OPG as a preferred supplier in the marketplace.
For Green Power we developed:
• A 6-page folder outlining product benefits and OPG’s leadership
• Specific product sales sheet inserts
• Mini-site for the OPG web site with lead-generation and data capture tools
• Intranet modules for customers’ Intranets to promote their support to employees
• Recognition plaques for customer sites
• Large banners for exterior of customer buildings
Results
Within months, OPG had sold out of all Green Power capacity with commitments from several leading corporations.
