Direct Energy Positioning in New Markets

‘Road show’ positioning in new markets

When Direct Energy – one of North America’s largest energy and energy-related service providers – wanted to expand its presence, it turned to Dix & Eaton to provide an introduction in municipalities it aspired to enter and to position the company as responsive to communities it serves.  D&E coordinated a “road show” and accompanied Direct Energy’s regional director of government and regulatory affairs on a series of visits to political and economic development officials and local media.  The tour also provided opportunities to educate an influential audience on competitive choices and conservation – messages that were reinforced in media outreach to local, regional, statewide and national media.