Seeboard to drop price-led strategy

Gas and electricity provider Seeboard Energy is embarking on its

largest marketing push since deregulation in 1998. The campaign will aim

to shift the brand away from a price-led approach.



The integrated campaign through Archibald Ingall Stretton (AIS) includes

TV, outdoor, press, direct marketing, online activity and a

telemarketing drive targeting Seeboard's two million existing

customers.



It aims to create a point of difference for Seeboard by conveying how

customers benefit from its strategy of focusing on its core strengths -

providing gas and electricity. The TV ads feature Seeboard staff and use

the strapline 'where does it all come from?' referring to their energy

and enthusiasm.



Other utilities companies, such as Scottish Power, have come under

criticism for attempting to diversify into areas such as finance and

telecommunications and then being forced to withdraw.



Earlier this year Scottish Power invested heavily in joint ventures to

sell telecoms and financial services, but abandoned its diversification

strategy after crippling set-up costs took their toll.



Sales and marketing director Nigel Samuels said: "Lots of other energy

companies have been trying to get into other areas such as

telecommunications, but we believe dedicating our focus in the energy

space will serve best."



Samuels declined to comment on the budget for the campaign, but said it

was a "multi-million pound spend".



The push follows a strategic review that began in June and led to the

appointment of through-the-line agency AIS to Seeboard's roster.



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