First Utility takes on the 'Big Six' with affiliate marketing programme
First Utility, an independent energy supplier, is readying itself for the increasing number of consumers turning away from the Big Six energy companies following the recent price hikes with an affliate marketing programme.
"The Big Six typically increase their prices in the run up to winter, which in turn increases the number of people looking to change energy provider. As such, strategically this is a very busy period for our business,“ explained Riman Verma, digital marketing manager, First Utility.
“We offer an unashamedly different proposition in this market and want to make as much noise about that as possible. For us, the affiliate channel is one of the most effective ways of not only communicating our brand messages but also growing our customer base."
The company is working with Affilinet, who have a knowledge of the Retail Market Review (RMR) Framework – which comes into effect in January 2014.
Part of the RMR Framework mandates that energy companies must stop using cash back sites as Ofgem believes they are detracting from clear communication about energy tariffs.
As such, First Utility is hoping to widen out its affiliate programme and engage with new affiliates across a variety of publisher models.
Helen Southgate, affilinet UK MD, explained: "The RMR Framework is a game changer for energy companies and their customer acquisition strategies. They need to rethink not only how they engage consumers, but via what channels. First Utility's willingness to engage the medium and long tail will provide it with a more robust programme when the changes kick in, reducing the impact on their business. They've got a great story to tell that will resonate well across multiple affiliate platforms."
The new programme has also aimed to put emphasis on influencing consumers decisions higher up the sales funnel rather than on last-click activity.
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