Too often, marketing is seen as a compliance task. We throw messages and ideas out into cyberspace, hoping our words stick to the wall like spaghetti (sorry, not sorry, I’m an Italian-American from Brooklyn).
Our team likes to call these messages Random Acts of Marketing. This simply means content and images that aren’t intentional and lack authenticity and strategy.
In the world of constant communication and digital fatigue, companies across all verticals need to do better to be heard through all the noise. Instantaneous, targeted communication tailored to tug at audiences ‘ seven-second attention span has set the bar extremely hard.
Here are seven of the most common Random Acts of Marketing and the best ways to get the “spaghetti” to stick every time.
Talking AT Customers Instead of With Them
Utilities tend to lean heavily on one-way communication (bill inserts, notices, and press releases without inviting dialogue).
Make it Stick: Shift toward two-way engagement. Use interactive webinars, customer listening sessions, and social media Q&As. When customers feel heard, they’re more likely to trust your message.
Treating Everyone the Same
One-size-fits-all messaging that ignores the fact that a 22-year-old renter, a young family, and a retiree all have different perspectives.
Make it Stick: We are living in a world of personalization; perspectives are more important than ever. Use segmentation and personas. Gear your language and channels based off of demographics, regions, and account types. Apply the concept of walking in someone’s shoes for the day. Make interactions as authentic as possible, when someone feels seen, they tend to also be better listeners.
Burying Messages in Utility Jargon
I’ve always wanted to create a utility industry alphabet book with illustrations, focusing on the meanings of all the acronyms and technical terms that have become an integral part of my everyday life. AMI, DER, and TOU make sense internally but confound customers.
Make it Stick: Translate complexity into clarity. Instead of “Time-of-Use rates encourage load shifting,” say, “Running your dishwasher after 8 p.m. can save you money.” Once again find the narrative that will best communicate to your customers effectively.
Focusing Only on Reliability
Reliability is essential, but if it’s the only story told, customers miss the full picture of what you’re doing.
Make It Stick: Balance outage and reliability updates with narratives about sustainability, affordability, and innovation. Profile your employees, highlight your work in the community you serve. Customers want to know not just that the lights stay on, the water keeps running etc. but that their utility is multifaceted.
Being Reactive Instead of Proactive
Waiting until there’s a storm, outage, or rate increase to communicate.
Make It Stick: While I believe this is an item utilities do well, given the current rash of severe weather and natural disasters it may be time to double down. By creating consistent education campaigns around hazardous weather preparations and showcasing customer stories about how they utilize the tools and methods you’ve provided can empower your customer base and give them a sense of control in an uncontrollable situation.
By virtually distributing these toolkits in times when there are strains in your sector, and you can increase the positive association when an email comes in from your company. That way, when you need to share tough news, your audience already knows you as a credible partner and they do not get the urge to “kill the messenger”.
Underestimating Digital Expectations
Outdated websites, clunky portals, or inactive social media send the message that digital isn’t a priority.
Make It Stick: Improved customer portals have a marked positive association with customer retention and in turn increased revenue. Investing in customer-facing platform that mirrors the experiences people expect elsewhere is paramount. Intuitive apps, mobile-friendly portals, and responsive social channels decrease digital fatigue and increase customer loyalty.
Forgetting Employees Are Your Biggest Advocates
External campaigns that don’t align with what employees know or experience when they are the ones with the boots on the ground.
Make It Stick: Train and empower employees to be your companies’ biggest cheerleaders. Linemen, call center reps, and field techs are often the most heard voices in your community, and they are the ones actively interacting with your customers in real time. Make sure they’re aligned with and excited about your messaging. If it resonates with them, they will be able to effectively communicate and engage with your customers.
Utilities aren’t just delivering power, water, or gas; they are at the forefront of ensuring the fabric of our society keeps running smoothly. By avoiding these seven pitfalls and leaning into customer personalization and authentic marketing, utilities can deepen loyalty, increase program participation, and strengthen their brand.
At The Current Marketing Agency, we specialize in helping utilities turn complex challenges into clear, compelling communication strategies. Whether it’s building a persona campaign from scratch, reimagining customer engagement, or running your next big event, we’re here to help you connect so the spaghetti sticks every time.
