Firmus energy's greater Belfast strategic marketing campaign was recognised as 'best in class' among businesses in Northern Ireland. Rodney McAdam, Business Awards judge said: "firmus energy has demonstrated how to achieve growth through having an effective marketing strategy. Their success is reflected in very high customer satisfaction levels in its competitive market."
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The firmus energy marketing strategy was based on a clear, focused company vision and a deep understanding of its target market. In 2010, the vast majority of greater Belfast natural gas users had not heard of firmus energy – just 18% recognised the name! However, after extensive market research and working closely with Genesis Advertising, firmus energy identified a series of key marketing objectives required to unlock 'demand' among Phoenix domestic gas users and encourage them to switch. That, coupled with identifying and tracking measurable KPIs enabled firmus energy to paint a clear picture of people’s perceptions and intentions towards switching and consistently optimise the current campaign.
This approach reaped rewards for firmus energy with one in six eligible credit customers choosing to switch to firmus energy in less than 12 months. The results in the pay-as-you-go sector are even more dramatic with almost 10% of the market registering to switch within 4 months of the start of the campaign.
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