Abstract
A small business can be anything from a brewery to a bank to a dog grooming
salon. But whatever the business type, understanding their needs is key to
reaching these time- and cash-constrained customers.
This report considers the concerns of the small business sector and how
utilities are marketing to this diverse group. We review evaluations of utility
programs and offer examples of tactics being used by selected utilities to
reach small business customers. Approaches covered include partnering with
trade allies, marketing via multiple channels, communication via the Internet,
and specialized customer service. Case studies are presented on a Silicon
Valley Power program that uses third-party contractors to help market and
install efficiency measures, and TXU Energy's efforts to reach small businesses
in the competitive Texas market.
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