October is National Energy Awareness Month, but here’s the thing: awareness isn’t enough. If your energy program is measuring success purely in impressions, clicks, or newsletter opens, you’re leaving impact on the table.
At REACH, the real win comes when your audience moves from knowing to doing. Here’s why most outreach falls short, and what to do differently.
Awareness is a necessary first step, but it’s rarely the finish line. Counting views or likes doesn’t tell you if customers took action, such as installing a charger, signing up for a program, or switching to an EV. When organizations stop at “getting the word out,” they risk mistaking noise for progress.
Even well-funded campaigns can miss the mark. Here are three traps we help clients avoid:
- Info Overload: Including too much technical jargon or too many calls-to-action in a single message can overwhelm customers.
- Unclear Value: Outreach that focuses on what you want instead of what they gain (such as savings or convenience) won’t resonate.
- Wrong Messenger: Customers trust peers and local partners more than corporate voices. The messenger matters as much as the message.
Here’s how to get beyond awareness:
- Start with a Customer Insight: What’s their pain point? Bills too high? Not sure where to charge? Build your message around solving that problem.
- Simplify the Journey: Make the next step as easy as possible. A one-click sign-up. A short survey. A single call-to-action per message.
- Use Local Voices: Feature real customer testimonials, local leaders, or community champions to build trust.
- Follow Through: Engagement doesn’t end with the first click. Provide feedback, updates, and results to maintain momentum.
National Energy Awareness Month is the perfect time to shift your strategy.
REACH can help you build campaigns that don’t just inform, they inspire action. Start planning smarter outreach with REACH.
Want to talk more to us about our unique and proven approach? Reach out!
