Essent suggereert duur te zijn

29 september 2010

Essent zegt in zijn spot niet in te zetten op de laagste prijs, maar op de laagste afrekening. Doormiddel van allerlei tips en diensten kan de klant die hogere prijs per kilowattuur terugverdienen. Is de klant daarbij gebaat?

Essent doet zijn best om zich qua imago te onderscheiden van zijn concurrenten. In de spot wijzen ze erop dat concurrenten erg het accent leggen op goedkoop. “Kilowatturen voor knalprijzen”, schreeuwt de acteursstem, om aan te geven dat dit toch wel een erg platte manier is om klanten te trekken. Essent doet dat anders. Het gaat deze RWE-dochter niet om de laagste prijs per kilowattuur, maar om de laagste bedrag op de afrekening. Die bereik je via de concrete en direct beschikbare diensten van Essent. Uit eerdere spots weten we dat een flink aantal tips om lagere rekeningen te realiseren zijn te vinden op www.Essent.nl. Essent geeft dus tussen de regels door toe duurder te zijn dan een aantal concurrenten. Dit wordt ook nergens in de spot bestreden. Dan zou het toch voor de consument het slimst zijn om met een van die goedkopere leveranciers in zee te gaan en daarna de tips op de site van Essent op te volgen. Dan snijdt het mes aan twee kanten.

Afgesloten
Een andere ergernis van Essent is dat de concurrenten het veel hebben over vooruitstrevendheid en klantgerichtheid. Maar is het opscheppen over de hoeveelheid groene stroom die je produceert, niet opscheppen over je vooruitstrevendheid? En is het aanprijzen van allerlei diensten voor de klant, niet geuren met je klantgerichtheid? Typisch een geval van de pot verwijt de ketel.
De uitsmijter van de spot is totaal onbegrijpelijk: “Laat anderen maar praten, wij leveren liever.” Wat wordt hiermee bedoeld? Komt door het praten van die andere maatschappijen de leveringszekerheid in gevaar. Vergeten ze door al dat geklets op de leveringsknop te drukken? Je zou verwachten dat Essent beter weet.
Waarschijnlijk betreft het hier een variant op het gezegde ‘niet lullen maar poetsen.’ Dat klinkt goed in Nederlandse oren, maar grote maatschappijen hebben een marketingafdeling waar wordt geluld en een operationele afdeling waar wordt gepoetst. Die twee beïnvloeden elkaar totaal niet.

Conclusie
De Essent-spot geeft geen zinvolle informatie. Het bedrijf lijkt zichzelf te willen neerzetten als waardiger en betrouwbaarder dan de concurrenten. Dat zijn meer marktkooplui met hun knalprijzen. De onderbouwing van de claim op dit A-merkimago is echter zo zwak dat het belachelijk wordt.

Reacties

  1. admin
    29 september 2010 - 13:01

    Essent gaat zich dus meer richten op de service dan op de kosten. De enige reden waarom ik contact opneem met mijn energieleverancier is als de rekening niet klopt. Voor iets anders heb ik ze tot nu toe niet gesproken, heb immers nooit problemen met slechte stroom of bedorven gas. Het gaat in mijn geval ook al jaren goed, dus ik blijf voor de goedkope gaan.
    Als je van bespaartips houdt, dan zijn deze genoeg op internet te vinden. Geen reden dus om daarvoor indirect honderden euro’s per jaar bij Essent te betalen.
    Overgezette reactie op Nujij-versie

  2. admin
    29 september 2010 - 13:03

    “Geen reden dus om daarvoor indirect honderden euro’s per jaar te betalen”
    Hoe dan? Je hebt bij Essent (volgens hun eigen zeggen) toch het laagste bedrag op de rekening staan?
    (ben gewoon benieuwd)
    Overgezette reactie op NuJij-versie

  3. admin
    29 september 2010 - 13:04

    Zolang er nog talrijke energiebedrijven zijn -en dus niet alleen Essent- die fungeren als sponsor, wordt de consument nog steeds teveel geld gevraagd voor de levering van energie! Zelfde verhaal voor Nuon die tonnen investeert in Vitesse. Dat gebeurt allemaal van het geld van de betaalde energie.
    Overgezette reactie op NuJij-versie

  4. Evert Albers - Streeff.nl
    6 oktober 2010 - 11:32

    Een reactie op deze spotjes komt ook van Greenpeace: http://stopofikzegop.nl/

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