Magazine article Marketing

Editor's Comment: Welcome - EDF's Learning Curve Shows Value of Retention

Magazine article Marketing

Editor's Comment: Welcome - EDF's Learning Curve Shows Value of Retention

Article excerpt

Very crudely, nearly all marketing can be described as fitting into one of two categories: that designed to attract new customers and persuade them to use your product, and marketing to existing customers, encouraging them to use your product more.

While some brands try to strike a balance between the two, the focus will, depending on the category, usually be on one more than the other.

Take EDF Energy, the French-owned supplier that threw down the customer-acquisition gauntlet to its UK rivals last April when it launched the energy offsetting, fixed-tariff Blue +Price Promise (BPP), complete with a dancing brand character called Zingy.

As a proposition offering a neat mix of saving the planet while saving the pennies, it was acquisition gold.

So when EDF's chief marketer now chooses to use the words 'love' and 'energy brand' in the same sentence (see page 24), is he delivering flowery language that masks a no-holds-barred customer acquisition strategy?

I'm not so sure. When Martin Stead says EDF needs to 'prioritise our investments behind loving our customers, as opposed to just trying to woo prospects', he does so knowing well that the easiest path to profit is keeping customers longer, rather than chasing new ones. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.