Gas companies are indeed making great efforts to develop new marketing relationships and alliances (Cover Story, MW September 11). Potential marketing partners with extensive databases are currently a prime target for utilities companies – all of which can superficially appear equal in terms of their proposition.
Having worked with a number of utilities providers in the development of such relationships, I suggest that marketing partners are understandably hesitant at entering into a relationship with a utilities company. The benefits, including access to a potentially extensive reservoir of new consumers, are tempting – but relationships need to be structured so that both parties are clear on the marketing objectives and the expected results.
Marketing partners face the challenge of establishing which utility company presents the most attractive proposition in a market where, as you point out, it can be difficult even to know who will still be around in five years’ time.
Manager, partnership development