Following my post on ‘Marketing though Threats’, I have been considering other approaches that firms can use to market their products. I am most impressed by the measures taken by BC Hydro, which, among other things, is the primary electrical power distributor for British Columbia.
BC Hydro’s latest campaign seeks to get people to be more conscious about power wastage.
This message is delivered in a very amicable manner, and ultimately shows us how ‘ridiculous’ it is to waste power. This more subtle approach doesn’t alienate the consumer. The use of threats on the other hand creates a divide between the firm and the consumer, ultimately resulting in poor brand loyalty, which would be fatal if another business entered the market.