Making the Energy Guys Work for You

MAKING THE ENERGY GUYS WORK FOR YOU

Imagine your typical American home. Then imagine having the two main energy sources in the home — propane and electricity — brought to life. More than 700 actors auditioned to play the lead roles before we found our Guys.

Ideas Backed by Research.
The Propane Education & Research Council conducted extensive testing on the scripts, actors and the commercials to ensure that the Energy Guys would be a hit with consumers. The role of Propane scored exceptionally well. Our research company noted that Propane scored remarkably high for being likeable, confident, smart and efficient.

Research has shown the best way to connect with consumers is to show them they have a choice when it comes to their energy. Educate them about the differences between propane and electricity. And demonstrate that choosing a propane stove, furnace and water heater is a clear upgrade. The result is a hard-hitting, humorous education and marketing campaign that does just that.

"There are many advantages to this new approach," said PERC Senior Vice President Kate Caskin. "It is an entertaining way to communicate clear product benefits; it builds a platform for delivering facts and figures in personally relevant ways; it creates a memorable character that will champion the industry's cause; and it presents Propane in a heroic, leadership role."

Driving Sales.
As you watch and listen to the commercials, you'll notice the big push at the end of the ads driving consumers to usepropane.com. Here they can connect with you through the Find a Propane Retailer tool. Since the purpose of the campaign is to sell and promote the safe use of propane, getting customers in touch with marketers is key. To ensure consumers will reach out to you, register your information with the Find a Propane Retailer program. Visit http://leads.propanecouncil.org now to make sure your company is included.

Ideal for Retail.
The Energy Guys are featured in seven national TV spots, with three additional ones you can customize locally. Generally, each spot centers on Propane using a propane appliance while Electricity talks to him, not fully understanding why Propane has come in as a replacement.

The campaign was purposely created to work well on the local level, so the campaign also includes magazine, radio, and web ads, along with a host of retail marketing materials that allow you to customize the campaign for your specific needs.

The new advertising is available now to the entire industry through this website. The materials are available in multiple formats to meet the different needs of industry members.