E.ON is one of the world's largest investor-owned power and gas companies. E.ON Benelux is since 2000 part of E.ON Energie A.G., a German company established in 1941. E.ON has facilities across Europe, Russia and North America with more than 85,000 employees and 30 million customers worldwide.
E.ON Benelux, in the Netherlands since 2005, is a top 5 player in the Dutch energy market, where E.ON supplies energy to 250,000 households, companies and organisations.
Referro BBN Netherlands develops and executes all business communications for E.ON Benelux B-to-B in the Netherlands.
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E.ON is a large energy player in Europe, but still a relatively
small player in the Netherlands. That has to change. By developing
a strong and clear positioning strategy for small and medium sized
Dutch enterprises, E.ON and Referro want to gain and maintain a lot
of new business customers. We want to accomplish this through the
use of a fully integrated contact strategy with a focus on lead
Market situation in the Netherlands
- The target group is not interested in energy
- Strong competition in the Dutch market
- Small brand awareness of E.ON
- E.ON Benelux is known in the consumer market, but not in the
- 50% of the small and medium sized enterprises is loyal to their
current energy supplier
Referro developed a new communication and integrated strategy
for E.ON. In the Netherlands the energy market communicates mainly
about price. Referro decided to communicate about the ambitions of
the company E.ON compared to the ambitions of the Dutch
entrepeneurs: about touch points in confidence, sympathy and
involvement in the Dutch B-to-B market. Based on this strategy,
Referro developed offline and online communication tools, for
example lead generation, direct mails, telemarketing,
advertisements, radio campaigns and billboards.
In 2011 Referro accomplished 33,520 completed telephone calls
for E.ON. This resulted in:
- 5,350 leads for medium sized enterprises who want to receive a
quote from E.ON.
- 1,824 quotes for small companies and 542 actual signed
This work was undertaken by Referro/BBN The