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Suzanne shelton marketing strategiestobuild

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Suzanne shelton marketing strategiestobuild

  1. 1. Marketing Strategies to Build Your Home Performance Business:The National PerspectiveSuzanne Shelton<br />Clean Energy Conference<br />September 16, 2010<br />
  2. 2. We are a consumer engagement agency that exists for one purpose:motivating mainstream consumersto make sustainable choices<br />
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  4. 4. Proprietaryresearch<br />Energy Pulse™<br />Eco Pulse™<br />Utility Pulse™<br />Green Living Pulse™<br />
  5. 5. THREE INSIGHTS<br />
  6. 6. Insight One:Consumers know less than you think they do<br />
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  11. 11. Insight Two:They’re not dying to make EE improvements or get a Home Performance Evaluation<br />
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  18. 18. InsightThree:There are two good targets, and they respond to different messages<br />
  19. 19. © Copyright 2009 by Shelton Group. Do not copy or distribute without written permission<br />
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  21. 21. 28% of the Market<br /><ul><li> More likely to be women (58%) than men
  22. 22. Somewhat less likely to be married than the overall population (60% vs. 65%)
  23. 23. More likely to be age 55+ than the overall population (35% vs. 30%); however 19% are 25-34
  24. 24. Ethnically diverse (Only 53% white vs. 69% overall)
  25. 25. Well-educated (16% have a Graduate/ Professional degree)
  26. 26. Predominately (38%) middle-to-upper-middle income ($50,000–$99,999) </li></li></ul><li><ul><li>More likely to live in an urban (28%) or suburban (46%) setting.
  27. 27. Ninety four percent believe global warming is occurring and caused by man.
  28. 28. Significantly more likely to choose “global warming" as their top concern (13% vs. 8% overall)
  29. 29. Liberal Democrats
  30. 30. Highest reported home energy bills of all groups:</li></ul>Avg. winter heating bill $207.80; summer cooling bill: $188.36<br />
  31. 31. 24% of the Market<br /><ul><li> 100% men
  32. 32. Age 35–54
  33. 33. White (75% vs. 69% overall)
  34. 34. Highest education levels—19% with Graduate degrees
  35. 35. Highest income group—27% $100K+
  36. 36. Married with kids</li></li></ul><li>•Suburban dwellers<br /><ul><li>Lower than average on number of energy conserving products or habits as well as likely ownership.
  37. 37. Reasons for not doing more to conserve energy:
  38. 38. Don’t want to be uncomfortable (48%)
  39. 39. Don’t want to be inconvenienced (33%)
  40. 40. Energy costs haven’t gotten high enough
  41. 41. 37% said their bills would have to go up $100+ a month before they’d spend money on EE home improvements</li></li></ul><li>Motivators/Drivers: Effective Messaging<br />Top motivators/drivers for messaging:<br /><ul><li>Environmental – must connect home environment to overall environment
  42. 42. Comfort – This will be the trigger (how they know they have a problem)
  43. 43. Financial - Don’t waste money</li></li></ul><li>Thank you!Suzanne Sheltonsshelton@sheltongroupinc.com865-524-8385<br />

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