Scottish water retailer launches SME-targeted marketing campaign

Scottish Water News & Industry Insights

PRESS RELEASE 30th August 2017

Scottish water retailer Brightwater has launched a marketing campaign aimed at its core small and medium enterprise (SME) customer base.

The company said the campaign, which will raise awareness of the opportunities available in the market, would support the “next stage” in the growth of its business.

After 15 months of operation, Brightwater has grown its customer numbers to 1,100 in the retail, hospitality, manufacturing and professional services sectors and secured contracts worth more than £1.6 million a year.

The campaign launches across Scotland today (30 August). It includes an email campaign aimed at white collar professionals, a series of print and digital adverts in The Herald and The Scotsman and a four week ‘digital takeover’ of Business Insider’s website during September.

Brightwater managing director Rich Rankin said that the recent deregulation of the water market in England has “highlighted the costs of vital utilities”.

“The water market in Scotland was deregulated almost a decade ago and there are still savings to be made for companies,” he said. “In fact, a surprising number of SME businesses are still unaware that they can choose to change to a different water provider in the same way they would switch electricity suppliers.”

He added: “We want our marketing campaign to drive awareness of the opportunities available in a deregulated market so SMEs can take advantage of competitive pricing and enjoy the benefits of switching to a company such as Brightwater which places so much emphasis on customer service.

“There is a general perception within utilities of poor service – we want to challenge this by positioning Brightwater as the water utility company that cares about its customers.”

Brightwater was set up in June 2016 by and digital expert Rankin and Scottish entrepreneur Roger Green. The founders said the company’s aim was to “fill a niche in the SME sector”.


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