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Lori brown large marketing strategies to build your home performance business


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Lori brown large marketing strategies to build your home performance business

  1. 1. Marketing Strategies to Build Your Home-Performance Business<br />A Community-Based Social Marketing Approach<br />CCSE Clean-Energy Conference<br />September 16, 2010<br />
  2. 2. Topics<br />Background Research<br />Cumulative Research Findings<br />Target Audience<br />Barriers and Benefits<br />Communication<br />Recommendations<br />
  3. 3. Research<br />Literature Review<br />Market research and industry literature<br />Focus Groups with Homeowners Statewide<br />6 groups across diverse regions<br />Interviews with Industry Leaders<br />Program designers, administrators, and contractors<br />Statewide RDD Telephone Survey<br />200 homeowners<br />
  4. 4. Target Audiences<br />Homeowners who have completed an EE project in the past<br />36% completed project in past and wanted to do more<br />People who are already engaged<br />Home buyers<br />Focus on long-term or permanent residence<br />
  5. 5. Barriers<br />Cost<br />Project Complexity<br />Inconvenience<br />Lack of Flexibility<br />Knowledge and Awareness<br />Economy/Housing Market<br />Contractor Concerns<br />
  6. 6. Benefits & Motivations<br />ROI is more than dollars and cents<br />Social, economic, physical, and symbolic returns<br />Tipping Points<br />Comfort, high utility bills, and health concerns are often reasons for contacting a program or contractor<br />
  7. 7. Communication<br />Communication Frequency<br />Homeowners need time<br />Multiple follow-ups needed<br />Be reliable<br />Communicator<br />Credibility is key<br />Utilities and Municipalities<br />Existing contractor relationships<br />Social networks<br />
  8. 8. Recommendations<br /># 1: Utilize a “foot-in-the-door” approach.<br />Target people who are already doing something<br />It’s not everyone, but still a sizeable market<br />Opportunities to leverage: <br />HVAC Tune-Ups<br />Existing Relationships<br />Home Shows<br />
  9. 9. Recommendations<br /># 2: Address the cost barrier.<br />Strive to reduce<br />Total project costs<br />Out-of-pocket costs<br />Up-front costs<br />Homeowners are reluctant to incur additional debt<br />
  10. 10. Recommendations<br /># 3: Highlight motivations for action.<br />Highlight other returns-on-investment<br />Hedonistic consequences:<br />Improved appearance<br />Improved functionality<br />Community perceptions<br />Regulated temperature<br />Indoor air quality<br />Less dust and noise<br />
  11. 11. Recommendations<br /># 4: Use appropriate channels.<br />Support an elaborated decision-making process<br />It takes time<br />Homeowners want to be consulted, not sold<br />On-demand when people are receptive<br />Self-paced materials (e.g., web)<br />In-person communications<br />Vivid demonstrations – house as a system<br />Personalized data<br />Emphasize losses over gains<br />