BUSINESS OPERATIONS
completely inconsequential" to custom-
ers, he said.
Evoking anti-fracking sentiment,
concern about methane leaks, and sup-
posed preference for purchasing from
local businesses rather than a "giant"
utility—"all that stuff that finds its way
into association-sponsored advertising
isn't where this battle is going to be won,"
Goldberg said.
Of the reasons people choose to stay
with oil, rather than convert, only one
percent of surveyed customers cited the
potential danger of natural gas, Goldberg
added.
For more details on the genesis of the
survey and how it was conducted see the
accompanying sidebar to this article.
The key "take-aways" that Goldberg
identified from the survey are:
The oil industry needs to create a
clear and focused message, and be disci-
plined in not including all variables
More testing of messages
A targeted appeal to the younger
audience/homebuyers
Need to embrace Bioheat and Low-
Sulfur oil and increase awareness
Oil companies need to get behind
and amplify positive messaging for the
industry
Customers' attitudes to convert-
ing away from fuel oil varied by state,
Goldberg said. In Connecticut, only 3%
said they were "extremely likely" to con-
vert. In Maine, New Jersey and Rhode
Island it was 10%, Goldberg said.
"But what was consistent across the
board is that it was the younger" consum-
ers, age 18 to 35, who were much more
likely to say they were going to convert,"
Goldberg said. "So, from an advertising
perspective" messaging needs to be aimed
at that younger set, he stressed.
Another important takeaway is that
the industry has "a really big vulner-
ability" when people move into homes,
Goldberg said. Surveyed customers who
were in their homes for less than a year
were far more likely to say they were
planning to convert, compared to people
who were in their homes longer, he said.
That finding underscores the importance
of reaching people as they are getting into
a home, Goldberg said. Programs that
focus on realtors and home inspectors—
"engaging them to tell a better story
www.fueloilnews.com | FUEL OIL NEWS | DECEMBER 2015 29
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