By Karli Stempel on October 29, 2020
Bioheat® heating oil is the buzzword taking the energy industry by storm this year. Energy marketers and consumers in the Northeast are talking. Homeowners are asking, what is this alternative liquid heating fuel? Can it really reduce my carbon footprint? And energy providers are wondering, how do we incorporate Bioheat® fuel into our marketing strategy? Are consumers paying attention?
All of these questions prove that one thing is for certain; Bioheat® oil is a part of the future of the energy industry. Some might even argue; it is the future for liquid heating fuel delivery.
Evaluate Your Target Audience
Before you put a Bioheat® oil marketing plan into action, the first step is to think about your audience. Do your customers know what Bioheat® fuel oil is? Do they know that you offer it or already deliver it to their home? Do they understand why Bioheat® oil is so beneficial?
In recent focus groups conducted by Consumer Focus™ Marketing, 90% of participants had little to no knowledge of Bioheat® fuel oil. They expressed interest in learning more about it and shared common goals of wanting to use alternative energy options in their homes.
Give Consumers What They Want
Focus group results align with trends we are seeing nationwide; more and more consumers are concerned with climate change and their carbon footprint. More people are seeking alternative energy options, or will be required to by legislation. It is essential for fuel providers to bring the Bioheat® oil message into the spotlight to gain new customers and retain existing customers.
Set Your Bioheat® Fuel Marketing Strategy
1. Start with your team
Consistent education and awareness are critical for all members of your staff. Your customer service representatives, service technicians, delivery drivers, and other personnel are the direct line to your customers. Make sure they have the knowledge and tools they need to communicate about Bioheat® oil with your customers.
2. Put Bioheat® heating oil center stage
Whether you are newly adding Bioheat® fuel oil to your fuel options or you’ve been delivering it for years, now is the time to make sure your customers know about it. Consistently share positive messages about Bioheat® fuel throughout your company’s marketing, including your website, social media pages, digital advertising, email marketing, and print marketing.
3. Don’t greenwash
Just because consumers are looking for greener energy alternatives doesn’t mean that they’ll bite on anything that claims to be eco-friendly. Stick to the facts of how Bioheat® heating oil is better for the environment and their heating systems. Acknowledge ways the industry plans to continue to improve. Consumers are wary of greenwashing techniques and are looking for companies that are honest about their products. You can also promote additional benefits of Bioheat® oil heat, including its domestic production and energy-efficient operation.
4. Use your resources
Revamping your marketing strategy doesn’t happen overnight. Connect with your local energy association to see what tools are available to support your Bioheat® oil marketing efforts.
Bioheat® Oil Marketing for the Energy Industry
Bioheat® heating oil may not be new to your company or your industry peers, but there is a new focus on it this year that won’t be going away anytime soon. Make sure your company has a plan in place. If you have questions or would like to set up a free consultation to discuss your Bioheat® oil marketing strategy, contact Consumer Focus today.