The best in class marketing technology stack for outage advertising
As power disruptions become more frequent and widespread across the United States, fueled by factors beyond just severe weather, Iron Pulley is leading the way with an innovative marketing stack designed to target consumers impacted by outages. While storms and natural disasters are a significant cause, the growing demand for electricity, aging grid infrastructure, planned maintenance, and even events like wildfires and hydroelectric disruptions all contribute to the increasing frequency of power loss.
Iron Pulley’s cutting-edge platform goes beyond traditional advertising by identifying and reaching households affected by outages, regardless of the cause. By analyzing real-time data on power disruptions and consumer behavior, Iron Pulley enables businesses to deliver targeted messaging to those most likely to be in need of their products or services during and after an outage.
Whether it’s a homeowner seeking backup power solutions due to grid instability, a community preparing for planned outages, or a business impacted by unexpected disruptions, Iron Pulley’s marketing stack ensures your message reaches the right audience at the right time.
Real-time power outage monitoring
At the heart of Iron Pulley’s stack is advanced monitoring , which tracks power outages at the household level across the entire United States. Updating every 10 minutes, this granular data pinpoints exactly where and when power disruptions are occurring, creating new opportunities for targeted advertising.
Power Impact Index™
The Power Impact Index (PII), Iron Pulley’s proprietary severity scale, is a sophisticated tool that goes beyond simply identifying power outages. It factors in both the number of customers affected and the duration of those outages to create a nuanced picture of how deeply a community has been impacted by a loss of electrical service.
The PII takes into account:
- Outage Scope: The scale considers not only the raw number of households or businesses without power but also the percentage of the community affected. This distinction is important because a small outage in a densely populated area might have a larger overall impact than a larger outage in a sparsely populated region.
- Outage Duration: The length of time a community is without power is a critical factor in determining the severity of the situation. A brief outage might be an inconvenience, but a prolonged one can disrupt essential sometimes lifesaving services, damage property, and pose significant risks to public health and safety. The PII accounts for this by weighing the duration of outages in its calculations.
- Real-Time Updates: The PII is not a static metric. It is constantly updated as outage data changes, providing a dynamic snapshot of the impact on affected communities. This real-time information allows Iron Pulley to target its advertising and communication efforts with precision, ensuring that the right messages reach the right people at the right time.
By combining these factors into a single index, the PII provides a comprehensive assessment of the severity of power outages. This information is invaluable for businesses looking to target their advertising efforts during and after these disruptions.
Advanced Targeting
This ability to target advertising based on real-time outage data and the granular insights provided by the Power Impact Index™ (PII) is transformative. B2C marketers can now connect with consumers precisely when their message is most relevant and impactful. Imagine a generator company delivering ads directly to neighborhoods plunged into darkness, or a home insurance provider reaching out to areas battered by severe storms – the potential for conversion is immense.
Outage targeting acts as a powerful layer of data that improves search, social, programmatic, or CTV advertising campaigns. By leveraging Iron Pulley’s PII alongside the machine learning capabilities of platforms like Google, Meta, or Amazon, you unlock a force multiplier effect for your marketing efforts. The PII pinpoints the individuals most likely to convert into customers, and delivers your message at the exact moment they’re primed to take action.
Products and Services in High Demand During Power Outages
- Backup Generators: Essential for keeping the lights on and appliances running.
- Sump Pumps: Crucial for preventing basement flooding during heavy rains.
- Home Insurance: Offers financial protection from weather-related damage.
- Non-Perishable Food: when refrigeration is unavailable.
- Portable Power Banks: Keep phones charged for communication and information.
- Emergency Lighting: Ensures visibility and safety during blackouts.
- Water Purification: Safeguards drinking water if supplies are compromised.
- Tree Removal Services: Address fallen trees and debris after storms.
- Home Repair Services: Help with roof leaks, broken windows, etc.
- Battery-Powered Tools: Enable repairs and clean-up efforts.