In order to increase participation in an air conditioning demand response program, we're considering having small yard signs put up in the front yards of customers who have signed up for the program and allowed us to install a "smart switch" for cycling their air conditioners. In addition to the yard sign, we'd also like to put up door hangers on the surrounding homes in the same neighborhood to promote the idea of social norms.
Has anyone used this type of marketing tactic and if so, was it successful?
Thanks!
Diana Coba
Idaho Power
United States
Increasing Air Conditioning Demand Response Participation
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Hi Diana,
CALMAC is the California Measurement Advisory Council. The website www.calmac.org hosts a searchable database of evaluations of energy efficiency and demand response programs implemented in California. CEE has a similar database (MAPE), for programs outside of California. But there are not many marketing or outreach evaluations on either site.
Your idea sounds reasonable, based on social marketing theory and experiments testing related concepts for other types of programs. I have not heard of another utility promoting their DR program with yard signs, but that does not mean it is not a good idea.
A couple of presentations I heard this week at the AESP conference (http://www.aesp.org/cde.cfm?event=218869 ) presented research results suggesting that family/friends/neighbors are credible sources for recommendations and are influential in encouraging action. But those were examples relating to CFL advertising and PV marketing, and they did not include yard signs.
Idaho Power has subscriptions for the E Source Residential service (marketing) and the E Source Efficiency & Demand Response Programs service. I will send you your password and login, you can also submit your question to the E Source research staff.
Gwen Farnsworth
E Source
United States
Diana, CalMac is short for California Measurement Advisory Council. www.calmac.org They have a searchable database of papers. See attached. But it's not about marketing campaigns so not a direct hit. Chris
Chris Hammer
Consultant
Sustainable Design Resources
www.greenclips.com/sdr
Hi Chris,
We're still in the planning stages of this effort. I'm hoping to get some feedback from people who have tried a similar approach to behavior change based on social norms (i.e. your neighbors are doing it, so should you), so we can feel confident that this marketing effort makes sense.
What is CalMac?
Thanks,
Diana
Diana Coba
Idaho Power
United States
Diana, have you had any luck? I'm very interested in your marketing effort and maybe able to help. Have you searched CalMac? Chris
Chris Hammer
Consultant
Sustainable Design Resources
www.greenclips.com/sdr
Diana, are you still exploring your yard sign project on air conditioning? Just noticed the attached paper and thought of you. Chris
Chris Hammer
Sustainable Design Resources
www.greenclips.com/sdr