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Introduce Reliant Energy to Lubbock, TX, a new deregulated market.
In Texas, there are many electricity providers, and Reliant is fortunate to be the second largest among them. However, entering a new market becomes more challenging when the market has up until now been regulated, and residents have never had a choice over their utility providers.
Navigating deregulation and understanding Lubbock’s
small-town values and diversity.
*What is Deregulation?: The process of removing or reducing government regulations in a specific industry. The main reasons for deregulation are to promote competition and lower prices.
In our customer conversations, we discovered our initial challenges. Many customers lacked a clear understanding of deregulation and what that meant for them, leading to a limited awareness of Reliant and other competitors. Furthermore, our research revealed that the residents of Lubbock had strong roots with small-town values, and being a college town, its population was diverse across all demographics. This meant we needed to appeal to a broad audience.
To set us apart we developed a three stage plan
Stage 1:
Be a neighbor, love the community
Our goal was to position ourselves as a local company rather than a large corporation. We introduced Reliant to Lubbock, emphasizing our connection to the community and its distinctiveness.
Stage 2:
Reliant listens to real customers needs
We aimed to show our commitment to customers' needs and act as a helping hand during their transition period.
Stage 3:
Highlight a plan that adapts to them
We crafted an offer tailored to their needs. Recognizing that in a regulated town, residents often faced high energy bills, the message of free electricity effectively communicates savings and relief.