I recently read a blog caption that drew my attention right away as it put forward the idea of treating energy efficiency promotion in much the same way as weight loss companies promote their philosophies. John J. Juliano peeked my interest!
I was intrigued as to how the two, apparently dissimilar objectives, could perhaps have parity. How could energy companies, with their scientific and technical speak, employ the same marketing means as say ‘Weight Watchers’?
From my position, as a marketing employee of an energy controls manufacturer, I wanted to read more on this blog to see how the two subjects may compare and if I could learn anything from this ‘radical’ proposition.
Fascinatingly, the comparison actually made a lot of sense! As John pointed out, Weight Watchers overall approach is about “getting people to trade off a focused, medium-term effort to change long-term behaviour and thought processes in exchange for attractive future benefits”.
A bit of a mouthful but this surely is what companies like mine are striving for: teaching and stimulating people into making gradual behavioural changes. To get fancy about it, changes that will give them both micro and macro benefits: Micro benefits = save money on their energy bills and Macro benefit = ‘save’ the planet.
I feel I could employ aspects of the Weight Watchers philosophy; when marketing the energy efficient concept and selling Sangamo products. By basing certain marketing strategies on driving consumer behaviour, campaigns and promotions can stimulate customers to buy energy products based on the relevant, long-term benefits it will bring them.
For the manufacturers and distributors of energy efficient products, aligning real benefits for customers will increase their chances of higher sales and profit. The marketing message I learned from the blog - get people to understand why they should change their behaviour and make sure they buy Sangamo products to achieve the change!!
On a lighter note (excuse the pun), there certainly seems to be a case for Sangamo to use Weight Watcher tactics of simplicity, education and engagement with customers.
Posted by: Claire McCluskie
