We are excited at affilinet hq to see the launch of First Utility onto our affiliate network. As the largest independent energy company in the UK, First Utility is strongly challenging the established Big Six energy providers and has promised not to raise prices this winter. To support its ambitious growth plans, the utility company seeks to expand affiliate activity and acquire new customers.
First Utility is faced with changes to the licensing rules as part of the regulator’s Retail Market Review (RMR) Framework, which will come into effect in January 2014. Part of this framework mandates that energy companies must stop using cash back sites as Ofgem believes they are detracting from clear communication about energy tariffs. In response, First Utility wants to widen out its affiliate programme and engage with new affiliates across a variety of publisher models.
Riman Verma, digital marketing manager, at First Utility said: “The rising cost of energy impacts us all. We want to let consumers know that we’re on their side, which is why we have pledged not to raise energy prices at a time when people need it most. The Big Six typically increase their prices in the run up to winter, which in turn increases the number of people looking to change energy provider. As such, strategically this is a very busy period for our business. We offer an unashamedly different proposition in this market and want to make as much noise about that as possible. For us, the affiliate channel is one of the most effective ways of not only communicating our brand messages but also growing our customer base.”
First Utility selected affilinet as its new network based on the company’s in-depth knowledge of the RMR Framework. In addition First Utility was impressed by affilinet’s vision for the future of the programme, which will be delivered by an experienced and knowledgeable team.
Verma continued: “We are a data business, everything we do is signposted by data. That’s the way of the world now. affilinet recognised that more than any other network and will provide us with the tools to turn data into powerful insights that drive commercial growth.”
Helen Southgate, affilinet UK MD, said: “The RMR Framework is a game changer for energy companies and their customer acquisition strategies. They need to rethink not only how they engage consumers, but via what channels. First Utility’s willingness to engage the medium and long tail will provide it with a more robust programme when the changes kick in, reducing the impact on their business. They’ve got a great story to tell that will resonate well across multiple affiliate platforms.”
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