ceg solar marketing report august 2009

8/8/2019 CEG Solar Marketing Report August 2009

1/36

Clean energy state program guide

Smart Solar Marketing Strategies

Prepared by

Clean Energy Group and SmartPower

A U G U S T 2 0 0 9


2/36

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ce; Ann Marie McShea and Scott Hunter from the New Jersey Board of Public Utilities; Sam

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ac. th vw x h wb c -ect those of the United States Government or any agency thereof, or the individual mem-

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smart solar marKeting strategies

Prepared by

Clean Energy Group and SmartPowerA U G U S T 2 0 0 9


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C l e a n E n e r g y G r o u p l l S m a r t S o l a r M a r k e t i n g S t r a t e g i e s

Executive Summary

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spective reects a narrow denition of marketing one that primarily focuses on communi-

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can address the major market barriers. The American Marketing Association denes mar-

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C l e a n E n e r g y G r o u p l l C l e a n E n e r g y S t a t e P r o g r a m G u i d e

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4. Inertia. The lengthy decision-making process and nancial complexity of the solar sale

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able energy and energy efciency that the environmental message is not the answer to

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stand the environmental benets of solar power, but those benets have not been persua-

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nancial value v k cc.

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lines that should be integrated into their overall marketing approach. SmartPowers ndings

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for a solar programs nancial incentive to purchase and install a solar energy system. While

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Mark Sinclair,CeaEegGp

Lyn Rosoff, SmatPweAugust 2009


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i a 2008, C e g (Ceg)

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Program Guide: Mainstreaming Solar Electricity:

Strategies for States to Build Local Markets. th

report identied critical state policies and pro-

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equipment ratings, long-term nancing, building

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This report is designed to complement the nd-

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Background

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Many customers with a nancial focus are nowv b v b

look at solar power for the rst time. However,

with an uncertain economy and nancial resources

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Introduction
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Marketing and the 4 Ps

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sage in the most efcient and effective manner.

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Product, Price, Place, Promotion offer a useful

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fying both the opportunities the strengths and

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the barriers the concerns and issues that pre-

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dressing the nancing of solar to help overcome

consumer price concerns. Today, nancing mecha-

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ers are aware of these new nancing strategies

and aggressively promote the nancial value of

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demand; ensuring that customers can easily nd


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market research, focus their efforts on specic tar-

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effectively and efciently (communications). This

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site, make a donation to a nonprot organization,

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keting plan identies how a state program will

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been addressed. If consumers are not condent

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Building a Marketing Plan

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studies, the key ndings point to several essential

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relatively new, they reect the need to give con-

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many programs are providing innovative nancing

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new solar nancing mechanisms are tools that can

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An example of how to use these new nancing

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Make a SolarSmart choice today and

enjoy a new home that is more affordable,

comfortable, and environmentally friendly.

Buy a SolarSmart HomeSM and reduce your annual

electric bill by as much as 60 percent. SolarSmart

Homes combine the most cost effective energy ef-cient features and roof top solar electric genera-

tion in a package that makes homeowners money

every month.

SolarSmart Homes are a wise investment

that make doing the right thing easy.

h://www..///-

/p/x.x

Highlighting the specic monthly cost of a solar

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energy audit customers conrmed this. Customers

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C l e a n E n e r g y G r o u p l 0 l C l e a n E n e r g y S t a t e P r o g r a m G u i d e

SolarLease Example for Typical 3-

Bedroom Home

For a home with a monthly electricity bill of

$200, we would recommend installing a 16

panel solar system.

This system will generate enough electricity

to offset what you are currently paying to

the utility company from $200 down to

$75 per month. Your monthly SolarLease

payment would be $100, so you could ac-

tually save $25 per month from day one.

http://www.solarcity.com/residential/solar-

lease.aspx

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diate nancial relief and guarantees, maintenance

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ts are important, but savings are of greater value

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shops specically targeted to municipal leaders to

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nancing the purchase of a home, an automobile,

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15/36


Marketing Plan Action Step #1:

IMPROVE THE VALUE EQUATION

1. idetfteageffacaptscetaaaetcstmes wtmaet.

- Are lease arrangements, PPAs and other monthly financing strategies available?

- What new approaches, if any, should you offer?

2. Eaatewcetpmtefacaptstpspecte

cstmes.

- Are you reaching a broad audience with these options and bringing new

customer groups to solar?

- Can you leverage the resources of strategic partners (such as lendingorganizations) to create broader awareness?

3. Deepateacpa.

- Prominently promote the affordability message in collateral material, public

relations and advertising that go beyond the website.

4. Ceateastgaffdatmessage.

- Use the website to show monthly payment options for solar technology

purchases or leases.

5. Wwtstaes.

- Ensure that they are promoting the financing options that are available to

their potential customers.

6. Fcswtpafsa.

- Ensure that workshops and other solar seminars highlight financing as a key

component, remembering that this is the biggest barrier to broader adoption.

7. hstspecasafacgeets/wsps.- Identify target groups such as business associations, municipal and institutional

customers, and developers.

8. Edcatemewesadcmmecacstmes.

- Work with local utilities to promote the value of combining solar with energy

efficiency for optimum financial effectiveness.


16/36


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light the benets of installing a solar water

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benets. For example, Californias New Solar

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high trafc venues across California. h://
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National Solar Tour the largest grassroots solar

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October National Energy Awareness Month

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19/36


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Marketing Plan Action Step #2:REINFORCE THE RELIABILITY OF SOLAR

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teeegadfacaeeds.


21/36


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rEDuCinGThECoMPlExiTyoFSolAr

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22/36


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REDUCE THE COMPLEXITY

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C l e a n E n e r g y G r o u p l 0 l C l e a n E n e r g y S t a t e P r o g r a m G u i d e

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MArkETinGSTrATEGy#4

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25/36


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HELP CUSTOMERS OVERCOME INERTIA

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Solar programs that address the rst four barriers:

Cost, Reliability, Complexity, Inertia wh

customer-focused initiatives will nd that they are

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28/36


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Marketing Plan Action Step #5

FIND THE RIGHT MESSAGE

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ConCluSion

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http://www.solaramericacities.energy.gov/http://www.solaramericacities.energy.gov/http://www.solaramericacities.energy.gov/http://www.solaramericacities.energy.gov/


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34/36

AbouTThEAuThorS

Lyn Rosoff, SmartPower

Principal Author

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Mark Sinclair, Clean Energy Group

Contributing Author and Editor

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35/36

SmartPower is a national, nonprofit marketing organization that promotes clean,

renewable energy and energy efficiency. SmartPowers award-winning marketing

campaigns have created unprecedented demand for wind, solar and hydropower.

In 2001, a group of forward-thinking, private foundations and the Connecticut

Clean Energy Fund founded SmartPower. These groups believed that renewableenergy needed the same consumer marketing techniques that traditional consumer

brands use. SmartPower has recently expanded its focus to include energy

efficiency and conservation. In addition to helping consumers choose clean

renewable energy sources, SmartPower wants to educate consumers about ways

they can conserve energy in their day-to-day lives.

SmartPowers goal is for the nation to produce more clean energy while using less

energy. SmartPower works on three key fronts to advance this mission.

Research

SmartPower conducts research to identify why consumers do not make choices

towards a clean energy and an energy efficient lifestyle. This research is especially

important when 80% of consumers say they believe renewable energy is better

than energy produced from fossil fuels and they are willing to spend more to have

it, but less than 3% actually purchase clean, renewable energy.

Marketing

SmartPower uses its research to construct targeted marketing campaigns to

convince consumers to make the switch to clean energy and energy-efficienthabits. SmartPower spreads its message through marketing, advertising,

promotion, public relations, blogging and social networking.

Community Organizing

SmartPower builds partnerships with utility companies, state agencies,

municipalities, clean energy funds and community groups to promote clean energy

to consumers at a grassroots level. SmartPower also provides marketing tools to

local organizations so they can market clean energy in their communities

Contact:

Lyn Rosoff, Deputy Director

SmartPower

1120 Connecticut Avenue, N.W.

Suite 1040

Washington, DC 20036

Phone: 202-775-2040

Email: [email protected]

www.smartpower.org
http://www.smartpower.org/http://www.smartpower.org/


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Clean Energy Group (Ceg) f

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www.cleanegroup.org

www.cleanenergystates.org

www.statesadvancingsolar.org

ceg solar marketing report august 2009

Documents