This is a guest post from Navigant, an AEE Gold Affiliate Member
For decades, utilities have had success reaching large commercial and industrial (C&I) customers as well as residential with demand-side management (DSM) programs like energy efficiency and demand response (DR). Large C&I customers typically have utility account managers catering to their service needs, while mass marketing techniques like bill stuffers, direct mail, door-to-door canvassing, advertising, social media, and retail channel partnerships effectively reach residential consumers. However, the small to midsized business (SMB) customer segment is harder to reach, and these customers are typically underrepresented when it comes to DSM program participation. But it doesn’t have to be this way.