A New "Twist" on a CFL Program: How One Utility Capitalized on a Creative Approach

Panel: Strategies for Appliances, Lighting, Electronics, and Miscellaneous End–Uses

Author:
Anne Ducey, Seattle City Light

Abstract

In 2006, Seattle City Light (SCL) decided to implement a retail compact fluorescent lamp (CFL) incentive program. Other utilities in the area had been running CFL incentive programs for several years, and City Light was hoping to catch up by piggy-backing on the existing coupon models run by two neighboring utilities. But City Light was surprised about one of the responses to their Request for Proposal that advised a very different approach, a retail markdown in which bulbs are sold at reduced prices without the need for customers to present any coupons or rebates forms.

After reading this paper, the author hopes the reader will understand 1) the unique features of a markdown program model; 2) its cost-effectiveness compared to a coupon model; 3) the variety of creative marketing and promotional approaches which can be used to exceed sales goals; and finally, that this approach is a superior model for any utility considering implementing a CFL incentive program for their customers.