The document provides a 2013 media plan recommendation for the Solar Energy Industries Association (SEIA). It analyzes the Abx Convention trade show and alternative tactics. Key findings show the Boston market is untapped for solar energy and the subject is unfamiliar. The plan recommends SEIA participate in Abx with an education-focused booth and partner with cutting-edge solar products to generate awareness of solar energy solutions through associated buzz.

1. 2013 Media Plan Recommendation
GLAZER CONSULTING LLC.
ACCOUNT MANAGER, ALEXANDRA GLAZER

2. 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.

3. 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

4. Agenda
• Methods of Analysis
• Solar Energy Industry Overview
• Abx Convention Overview
• Key Findings/Implications
• Media Plan Tactics/Rationale
• Recommendations/Rationale

5. Methods of Analysis
 Quantitative
 Research on solar energy industry
 General trade show knowledge
 Qualitative
 Feedback from Abx booth representatives
 Observing Abx Convention

6. 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

7. Solar Energy Industry Basics
Pros Cons
 No pollution  Initially expensive
 Easy Installation  Weather conditions
 Access to energy in can alter success
remote locations  Panels require a lot of
 Long term benefits energy to produce

8. 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 displays
 Go Green! trend
 One solar energy company: RevoluSun
 Engaged audience
 Not much wandering- planned which booths they would be visiting

9. 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

10. 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”

11. Key Findings
Untapped
Market in
Unfamiliar Boston
Subject
Matter
Interested
Audience

12. Key Findings
Interested Audience Unfamiliar Subject Matter
 Little existing knowledge
 ABX attendees are
interested in seeing  Difficult to understand
and learning more on a deeper level
about green solutions  Customers need push to
especially solar energy break normal habits &
adopt alternatives
Implication: Opportunity to educate
engaged audience Implication: Need added value to be
more explicit, will need to answer a lot
of questions/concerns

13. 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”

14. 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)

15. 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.

16. Trade Shows Background
Qualified Cost Hands on Personal Defined Additional
Leads Effective Experience Selling Audience Marketing
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 questions
 High Target Market Coverage: advertise directly to the
defined target market
 High Effectiveness of messages: key buying individuals are
at the show, message getting to the right people

17. Recommendations
Partner with Solar
Trade Shows Based Products
Generate high
Focus on Master awareness on solar
interactive booth with energy solutions
education smaller
booth with company through buzz on
incentives stations cutting edge solar
products

18. 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 experience
 Have 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

19. 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)

20. Booth Set Up Design
Features:
 Booth master
brand is SEIA
 Interactive
education bar
 Informational
videos
 Multiple company
stations

21. Sample SEIA Booth Design

22. 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

23. Partnership Example: PowerPad
 Testing/opening
new markets
 Easily ships
international
 Concerts, festivals, s
ports events, etc. –
so many new venues
for SEIA to educate
 SEIA representative
can travel with
PowerPad

24. 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