CenterPoint Energy Innovative Water Heater Rebate

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Innovative Water HeaterRebate ProgramsKelly ChaseSr. Marketing SpecialistCenterPoint Energy

Agenda About CenterPoint Energy Trade Allies Defined Trade Ally History Trade Ally Incentives Trade Ally Outreach and Communications Retailers Consumer Outreach and Research

About CenterPoint Energy The third-largest publicly tradednatural gas delivery company in theU.S. Over 3.2 million natural gascustomers in six states The nation's third-largest combinedelectricity and natural gas deliverycompany (over 5 million customers) Pipeline and field services Natural gas sales and services Natural gas energy efficiencyprograms in AR, MN and OK

Residential and CommercialTrade Ally AudiencesResidential HVAC Dealers and Distributors Plumbers Hearth Dealers & Distributors Insulation Contractors RetailersCommercial Mechanical Contractors & Distributors Architects & Engineers Foodservice Dealers, Distributors Manufacturer Representatives

Residential Trade AllyRelationship - History 1992: EE Program Launch in Minnesota: Heating System Rebate Communications gap – potential for growth became apparent over time 2003: Introduced “Rebate Scoop” to HVAC Dealers and Distributors Forum to provide key messages throughout the year 2006: Phone Survey to Residential heating contractors Incorporated feedback into future planning 2007: Introduction of Water Heater Rebate Program Development of plumber network and retailer relationships 2010: Introduction of Fireplace Rebate Program New hearth dealer relationships 2010: Launch of EE Programs in Arkansas 2011: Launch of EE Programs in Oklahoma Using dealer network to gain market knowledge andhelp with program enhancement and development

Trade AllyCash Incentives Help with promotion of energy efficiencyprograms Incent Trade Allies to fill out rebateapplication forms on behalf of customers Help ensure all qualifying equipmentinstalled in our service territorygets submitted for a rebate

Trade AllyMeetings Forum to provide key messages presentedby energy experts Provide value-added tools to help them sell Networking opportunity Breakfast meetings held during timesof the year that are convenientfor contractors

Trade AllyIn-Person CommunicationsTrade Ally representatives, program administrators andrebate staff are available for: Office Visits Distributor Events Industry Associations Trade Shows Lunch and Learns Retailer events and associate training

Trade AllyPrint CommunicationsDirect mail continues to be an effective way to communicate withtrade allies throughout the year. Annual launch packets Letter outlining what is in packet Rebate forms and envelopes Change of information cards Order more materials Comprehensive dealer booklet withresources and information Reminder postcards Trade publications advertising

Trade AllyOnline CommunicationsWebsite Trade Ally section Fill-and-print rebate forms Program guidelines Online calculatorsValue-added emails Seasonal program updates Important reminders Event invitations

Retailers 2007 Launch of Water Heater Rebate Program Discovered need to work with retailers Opportunity Retail represents 50% of total Water Heater sales Successes Leveraged ENERGY STAR partner meetings to help buildawareness of our rebate offerings and value they can add to retailers. Increased rebate submission from participating retailers for qualifyinghigh-efficiency water heaters. Decrease in the amount of rebates submitted that need to be denied.

Consumer Outreach andCommunicationsThe call to action with all of our promotions isto contact the dealer, plumber or retailer oftheir choice.

Consumer researchENERGY STAR Water HeaterAwarenessOver two-thirds (69%) of the survey respondents were aware that some natural gaswater heaters have the ENERGY STAR label. Awareness is higher among thosethat purchased through a retailer (89%) than those that purchased through acontractor (65%). Awareness is lowest among the oldest respondents.Where did you learn about ENERGY STAR water heaters (check all that apply)

Summary Trade allies are key to program success Ongoing in-person and marketingcommunication is essential with trade allies Consumer outreach supports your efforts Don’t ignore the retail market Power of the ENERGY STAR brand Keep researching to get a pulse of the market

Contact informationKelly ChaseSr. Marketing Specialist612 321-4484Kelly.Chase@CenterPointEnergy.com

CenterPoint Energy Innovative Water Heater Rebate Programs Author: CenterPoint Energy Subject: CenterPoint Energy Innovative Water Heater Rebate Programs Keywords: rpograms Created Date: 11/7/2012 4:28:53 PMFile Size: 1MBPage Count: 15

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