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EPRI: Sixth National Green Power Marketing Conference:
Opportunity in the Midst of Uncertainty, July 30 - August 1, 2001
Sixth National Green Power Marketing Conference:
Opportunity in the Midst of Uncertainty, July 30 - August 1, 2001
Product ID:1004043
Sector Name:Generation
Date Published:3/26/2002
Document Type:Technical Report
File size:9.04 MB
File Type:Adobe PDF (.pdf)
Full list price:No Charge
This Product is publicly available.
Abstract
Over the last several years, a green power marketing industry has
evolved, with companies offering green power service choices to retail
customers. The reverberations of the recent California energy shortage
have dampened the steady growth trend of green power markets. The Sixth
National Conference on Green Power Marketing, held in Portland, Oregon,
July 30 - August 1, 2001, examined the state of green power marketing
in this critical period while exploring opportunities to improve on the
success of green power sales in both regulated and deregulated markets.
Background
The National Conference on Green Power Marketing is held annually to
examine the state of green power marketing and to explore opportunities
to improve on the success of green power sales in both regulated and
deregulated markets. The sixth national conference was organized by the
U.S. Department of Energy, EPRI, the U.S. Environmental Protection
Agency, and the Edison Electric Institute. Additionally, the following
companies and organizations provided general conference sponsorship:
the Center for Resource Solutions, Enron North America, E Source, Green
Mountain Energy Company, and PacifiCorp Power Marketing.
Objective
To examine the state of green power marketing and explore opportunities
to improve on the success of green power sales in both regulated and
deregulated markets
Approach
Conference sponsors held the Sixth National Conference on Green Power
Marketing in Portland, Oregon, July 30 - August 1, 2001. Presenters
reviewed recent experience in green power markets, including the
effects of the California energy crisis, and discussed a range of green
power marketing issues, including pricing, certificate trading, ways of
building demand, and selling strategies.
Application, Value and Use
o The near-term outlook for green power markets is cloudy. While new
utility programs continue to be announced, further expansion of
competitive power markets has most likely been stalled by the recent
California market experience, except for states such as Texas where
restructuring plans are already well advanced.
o Because of slower prospective growth in competitive markets, the pace
of expansion of green power markets will likely depend on the growth
trend of utility green pricing programs. Several utility
representatives offered key lessons learned from operating green
pricing programs. Among these lessons are the need to educate
customers, offer different program participation levels, develop
marketing partnerships with local businesses and community and
environmental groups to build product credibility and awareness,
provide tangible program benefits to customers, and use the press as a
tool for building program awareness.
o Several presenters emphasized the need to target customers to achieve
market expansion. Green power marketers and market researchers are
increasingly discovering which customer segments are most likely to
purchase green power, as well as the marketing messages and approaches
to which prospective customers best respond. The need to more
effectively target these customers to make the most productive use of
limited marketing funds was a key theme among utilities and competitive
marketers alike. Experts emphasized the need to carefully define
marketing strategies in concert with other parts of the company,
continually assess what is working and what is not working with
customers, and use customer feedback to fine-tune both products and
marketing strategies.
o Renewable energy certificate (REC) products are beginning to gain
traction in the marketplace and hold promise for simplifying and
reducing the costs of green power transactions, especially for larger
customers and customers in regions that have not yet developed local
renewable energy resources. RECs also provide a connection to emissions
trading markets and could provide additional monetary value to business
purchasers if they can be used to offset other corporate emissions or
sold for their financial value. However, industry standards remain to
be adopted to ensure consistency and acceptance of certificate products
across different states and regions.
o Finally, there are important power system infrastructure questions
that still need to be addressed, such as the establishment of fair
market rules for renewable developers with regard to transmission
access and pricing. Several speakers urged green power marketers to
engage in deliberations over the formation of regional transmission
organizations (RTOs) and the adoption of new rules and policies that
will guide renewable power transactions in the wholesale market.
EPRI Perspective
EPRI fosters and participates in conferences such as this one to
facilitate the advancement of green power technologies in both
regulated and deregulated marketplaces. The National Green Power
Marketing Conferences have provided a key forum for shaping effective,
innovative strategies that accelerate the development of a green power
customer base and the associated technology infrastructure. Previous
National Green Power Conferences are documented in EPRI reports
TR-109179, TR-112315, TR-114878, and 1004649.
Program
2005 Program 084.0 Renewable Technology Options and Green Power
Marketing
History
2004 Program 084.0 Renewable Technology Options and Green Power
Marketing
2003 Program 084.0 Renewable Technology Options and Green Power
Marketing
2002 Program 084.0 Renewable Technology Options & Green Power
Marketing
Keywords
Marketing
Renewable Resources
Alternative Energy
Market Research
Customer Attitudes
Strategic Planning
Other Keywords
Green Power
Renewable Energy
Green Marketing
Report
000000000001004043
Note
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