February 4, 2014
Reaching the General Public?
The cartoon above reminds us how difficult it can be to get the attention of the
general public. And with ever more sophisticated strategies by marketers to get
inside the head of consumers, it will only get more difficult. Despite the
critical need for reliable water services, it can feel like the mind share
captured by water utilities is no better than a pickle relish brand. And the
pickle relish brand may actually have more money to spend on marketing than the
water utility. People are not busting down the doors to attend public meetings
on water. This serves as a reminder for utilities to focus on outreach that is
effective, including making a good impression during customer service
interactions (when people are paying attention) and building relationships with
specific members of the influential public.