Consumer awareness of "smart grid" and "smart meter" continues to be persistently low; however, consumer demand for energy-related solutions is moving higher. Current smart grid marketing efforts will help continue this momentum. Utilities and smart grid technology developers have already implemented some marketing strategies in order to introduce and educate consumers to the concept of smart meters, smart grids, and their impact:
• Mail inserts with the utility bill
• Focused websites
• Traditional media (newspapers & TV)
• Social networking
• Road tours
Technology vendors are supporting utilities in their marketing efforts. GE’s “It’s Your Smart Grid” (www.itsyoursmartgrid.com) is a good example of such an effort. It offers a holistic view of the smart grid, including reasons why consumers should embrace the concept and how they can support it. The site’s approach is broad, and instead of simply informing consumers about the benefits of a smart meter, it educates visitors about the environmental and political factors impacting the power industry.
These efforts are important in building awareness and support for the utilities’ efforts.
