The Georgia Power Heritage Preservation Club
Beavin provides fun ride through Georgia Power marketing history
Dave Beavin, general sales manager, shared fun facts and anecdotal stories of marketing history of Georgia Power through the decades at a recent Heritage Club luncheon.
Beavin delivered his speech, scarcely glancing at his handwritten notes. No need to since he has had firsthand experience since joining Georgia Power in residential marketing in 1978. In 1982, he moved to commercial marketing, later serving as manger of the existing residential market, then manager of the new residential market. In 1993, he became manager of the sales and service team and sales general manager of the customer partner teams in November 1995.
Beavin's rapid-fire delivery was highlighted by clips from classic Georgia Power commercials through the decades. The commercials ranged from an Amityville Horror-like home, advertising the need for insulation, to today's current commercials featuring dogs, which Beavin said customers call to request to sniff out savings at their homes.
Along with public commercials, Beavin's presentation included several internal sales "gas-bashing" videos, including two that almost got him in trouble with some of Georgia Power's vice-presidents before the Super Bowl in 1985.
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| The GasBusters campaign was a Beavin favorite. |
Beavin said that period - the heat pump era - was by far his favorite because of the competitive environment and recalled many colorful stories. In addition, he covered the other six eras of marketing beginning with the total electric era in 1960, represented by Reddy Kilowatt, to the efficiency area of today.
Listeners also heard the drivers behind the eras. For example, the air conditioning of the South represented the total electric era; whereas, today's market is driven by the recession, climate change and rising prices. Even when describing the down times, Beavin peppered his talk with jokes and stories, making it a memorable ride through the ages.
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| Energizing Georgia (Book): The History of Georgia Power(1883-2004) |
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| A Citizen Wherever We Serve (Movie): The History of Georgia Power |
