GLAZER CONSULTING LLC.ACCOUNT MANAGER, ALEXANDRA GLAZER

2013 Media Plan Recommendation

Project Overview

Glazer Consulting LLC. has been hired by Solar Energy Industries Association (SEIA) to determine if the company should participate in the 2013 Abx Convention and develop a corresponding media plan for said tradeshow or alternative media tactic.

Company Background

“The Voice of the Industry”Member Company that does research,

manufacture, distribute, finance and build solar projects domestically and abroad

Advocating to make solar energy more mainstream through various methods

Providing solar energy focused companies with the resources and connections to progress this movement forward

Agenda

• Methods of Analysis

• Solar Energy Industry Overview

• Abx Convention Overview

• Key Findings/Implications

• Media Plan Tactics/Rationale• Recommendations/Rationale

Methods of Analysis

Quantitative Research on solar energy industry General trade show knowledge

Qualitative Feedback from Abx booth representatives Observing Abx Convention

Solar Energy Industry Overview

Steady growth, Q2 2012 was best quarter in history for market size growth

Projected industry estimate between $46.3 billion to $96.8 billion by 2014

Low awareness, newer concept for most people Market on long-term benefits

Pros Cons

No pollutionEasy InstallationAccess to energy in

remote locationsLong term benefits

Initially expensiveWeather conditions

can alter successPanels require a lot

of energy to produce

Solar Energy Industry Basics

Abx Convention Overview

“ArchitectureBoston Expo (ABX) is one of the largest events for the design and construction industry in the country, and the largest regional conference and tradeshow. Drawing 95% of its attendance from New England, ABX’s regional status is its greatest strength.” (ABX Website)

Large variety of booths: all aspects of the industry, from big picture construction companies down to smaller details of architecture, such as tiling manufacturers

Simple booths, few large displaysGo Green! trend

One solar energy company: RevoluSunEngaged audience

Not much wandering- planned which booths they would be visiting

Feedback from Abx Booths

“I was surprised that there were not more booths on solar energy at the Abx Expo”

–Triumph Representative

“Because solar energy is a new idea, personal interaction is important”

– Revolusun Representative

“[At trade shows] bigger concepts do better” – Daltile Representative

RevoluSun: Abx Booth

Marketing Techniques: Catchy/Relevant

Branding Built in solar education

to website Less intimidating

presentation of information

Attend trade show to educate & also for networking opportunities

“Boston is a big market”

Key Findings

Interested Audience

Unfamiliar Subject Matter

Untapped Market in Boston

Interested AudienceUnfamiliar Subject Matter

ABX attendees are interested in seeing and learning more about green solutions especially solar energy

Implication: Opportunity to educate engaged audience

Little existing knowledge

Difficult to understand on a deeper level

Customers need push to break normal habits & adopt alternatives

Implication: Need added value to be more explicit, will need to answer a lot of questions/concerns

Key Findings

Unfamiliar Subject Matter

Close, if not actually in the chasm, want to penetrate the early majority and get them on board

Goal is to make solar energy “the norm”

Untapped Boston Market

The market in Boston for solar energy solutions is emerging

High interest but still relatively low penetration

Massachusetts ranks #12 on the State Rankings by Cumulative Installed Solar Electric Capacity (Q2, 2012)

Media Plan Tactics

Trade Show/Convention (Abx 2013)

Tactic Rationale:Trade shows are all about the sales lead which is what the solar energy movement needs to move further, more customers. Because there is already a defined target market, sales representatives won’t be wasting their time but rather further developing relationships. Trade shows provide the opportunity for deeper interaction which is necessary when dealing with such a less familiar topic.

Partnerships with Emerging Solar Based Technology Products

Tactic Rationale: While Abx is a great place to target a defined audience, solar energy is much more than just these industry specific individuals. The ultimate goal is to make solar energy solutions the option for everyone and all businesses, thus integrating a plan where multiple markets are targeted is necessary. By associating themselves with cutting edge solar technologies, they can take advantage of the existing buzz to further educate new audiences on solar energy.

Trade Shows Background

Industry specific exhibition where companies have individual booths to showcase their products/services

83% of trade show visitors are “buying influencers”Ability to demonstrate new products that could be hard

to understand without seeing/asking questionsHigh Target Market Coverage: advertise directly to the

defined target marketHigh Effectiveness of messages: key buying individuals

are at the show, message getting to the right people

Personal Selling

Hands on Experienc

e

Cost Effectiv

e

Defined Audienc

e

Additional

Marketing

Qualified Leads

Recommendations

Trade ShowsFocus on

interactive

education booth

with incentive

s

Master booth with

smaller company stations

Partner with Solar Based

ProductsGenerate high awareness on solar energy

solutions through buzz on cutting

edge solar products

Trade Show: Focus on Education

Solar energy is still a new idea and people need to be educated in order to want to adopt

Education based booth allows for interactive experienceHave quizzes/games to test existing knowledge of solar

energy, thus giving more customized conversation (no repeated information)

Incentives: Contest or discount for future clients

Rationale: Allows for questions & comprehensive information Some people need to be “sold”, one-on-one contact No existing booths focusing on education; Opportunity to enter

niche market

Trade Show: SEIA Booth with Company Stations

The well recognized name SEIA will attract people to the extravagant booth, while helping other small companies get foot traffic to their stations Small companies still support larger cause, everyone counts

Booth would be about the association and the way that the organization works, various companies would have displays and representatives within the master booth

Rationale:People are still learning about how solar energy works but

through the specific ways difficult companies contribute. This would also demonstrate how SEIA works by using their resources and helping to establish connections for the bigger picture, (switch to solar energy)

Booth Set Up Design

Features:Booth master

brand is SEIAInteractive

education barInformational

videosMultiple

company stations

Sample SEIA Booth Design

Partner with Cutting Edge Solar Based Products

Take advantage of product launch buzz/general excitement over new “cool” technology

Use product launch as an opportunity to further educate consumers on solar energy movement

Rationale: Access to many new markets of potential solar

energy users, an opportunity to further educate engaged audience, brand awareness for SEIA

Partnership Example: PowerPad

Testing/opening new markets

Easily ships international

Concerts, festivals, sports events, etc. – so many new venues for SEIA to educate

SEIA representative can travel with PowerPad

Works Cited

http://www.seia.org/research-resources/solar-industry-data

http://blog.helblingsearch.com/index.php/2011/07/07/helblings-renewable-energy-series-part-v-solar/

http://www.triumphmodular.com/powerPAD.php