Realizing the Advantages of Energy Efficiency In Your Business

378 views

Published on

Published in: Technology, Self Improvement
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
378
On SlideShare
0
From Embeds
0
Number of Embeds
45
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Realizing the Advantages of Energy Efficiency In Your Business

  1. 1. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Insights into effectively marketing green and efficient homes Tennessee Energy Education Initiative Say it right
  2. 2. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  3. 3. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  4. 4. We help companies define and leverage their energy efficiency and sustainability commitments to gain a market advantage.
  5. 5. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  6. 6. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. How can you increase consumer demand for green homes?
  7. 7. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Start with the channel
  8. 8. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Once the channel is on board, then target the consumer
  9. 9. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Level Setting
  10. 10. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. 2009 2010 2011 2012
  11. 11. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. In which product categories are you searching for greener products? 70.8% 60.7% 59.2% 58.0% 46.5% 46.0% Light bulbs/ fixtures Home cleaning Laundry/ dishwashing Paper Food/ beverages Personal care
  12. 12. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. In which product categories are you searching for greener products? 42.8% 38% 36.7% 36.4% 34.9% 32.5% Appliances Electronics Yard and gardening Home renewable energy Plumbing fixtures Home improvement products
  13. 13. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. They care about many of the features/ benefits inherent to green homes
  14. 14. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Say higher energy efficiency would cause them to choose one new home over another 82%
  15. 15. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. If you were the President…
  16. 16. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Solar 36% 17%Wind
  17. 17. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Are at least somewhat concerned about indoor air quality 46%
  18. 18. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. But…
  19. 19. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. What they think they should do to improve the indoor air quality of a home isn’t entirely right 42.6% 34.2% 34.0% 30.8% 29.2% 20.5% Clean air ducts HEPA filters Improve home’s ventilation Open windows Electric air cleaner House plants
  20. 20. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  21. 21. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  22. 22. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. So… DON’T: •  Use the words “indoor air quality” •  Talk about saving the planet DO: •  Tout the end benefits of IAQ •  Talk about improved comfort •  Talk about “no harsh chemicals,” and “keeping your family safe from toxins” •  Talk, specifically, about how much money they’ll save on utility bills
  23. 23. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. How can you increase consumer demand for energy efficient homes?
  24. 24. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Level setting
  25. 25. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. “Green” = “energy efficiency” in the building sector
  26. 26. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Energy conservation importance is up.
  27. 27. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Our top energy concern: Our dependence on foreign countries. 36.9% 29.9% 20.0% 13.1% America depends too much on foreign countries for energy My ability to pay for energy The environmental impact of our energy use We’re using up our energy resources at the expense of future generations.
  28. 28. The stated motivation for an energy efficient home is to save money. The stated obstacle to embracing energy efficiency is up-front cost. (In your case, the cost of a comparable unit.)
  29. 29. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. There are some very real emotional obstacles in the way of motivating Americans to make energy efficiency more important in their homes
  30. 30. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Apathy
  31. 31. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Misperceptions
  32. 32. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. think they don’t use more electricity today than they did five years ago 80%
  33. 33. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Anger
  34. 34. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. The Wheel of Blame Utilities are now at the top of the “blame” list for high energy costs – ahead of oil companies, the government, unrest in the Middle East and consumer demand.
  35. 35. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. AngerApathy
  36. 36. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. About now you’re thinking, “Clearly, we need to educate people.”
  37. 37. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Don’t try to “educate” the market into being energy efficient
  38. 38. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Don’t try to scare the market into buying
  39. 39. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Connect them to the real, underlying benefits of green & efficient homes they actually care about
  40. 40. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Focus in on the features they value most
  41. 41. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  42. 42. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Push behaviors, not just products
  43. 43. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Over half of potential buyers admit they would likely use energy-efficient products more. 53%
  44. 44. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  45. 45. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  46. 46. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
  47. 47. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Summary •  Start with the channel •  Then engage the consumer –  Don’t talk about saving the planet or IAQ (like they know what it means) –  Don’t try to educate, scare or spin them into buying –  Push increased comfort for the family, healthier for everyone in the home, controlling energy bills –  Push behaviors, not just products –  Create specific, logical action steps
  48. 48. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Discussion
  49. 49. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. Thank you! Adam Kustin 865.524.8385 akustin@sheltongrp.com

×