1) The document discusses a marketing campaign called "Reduce then Produce" aimed at promoting energy efficiency and solar power to San Diego homeowners. 2) The campaign encourages homeowners to first reduce their energy use through home upgrades costing less than $199, then receive an exclusive solar deal. It is a group savings program providing financing and incentives. 3) The campaign saw over 5.6 million impressions, nearly 12,000 clicks, 17 home assessments, 5 upgrades, 4 energy audits, and 2 solar installations, showing successful early results from the unique "reduce then produce" approach.

1. Marketing Residential Solar
Reduce then Produce Results
Dr. Mary Beth McCabe
National University

2. Funnel vs. Journey
McKinsey Quarterly, 2009
Source: Wikipedia

3. The goal, benefit, target market
• Introduce ‘Reduce then Produce’ as a Group Savings
Program to San Diego homeowners.
• Promote one brand encouraging Energy Efficiency, as
part of Energy Upgrade California™.
• Benefit: Get access to an exclusive “best” solar deal.
But first, find out how efficient is your home.
• Cost < $199. Get up to $4,000 in incentives for
upgrades. RtP provides a way to finance solar through
a credit union & a group buying incentive.
• Limited time offer, San Diego residents

4. What’s different about ‘Reduce then
Produce?’
• Most Solar Ads
• RTP customer
• Contacts solar company • Contacts CCSE
• Gets solar • Contacts contractor(s)
• Gets bids to reduce energy
use/pays <$199.
• Purchases some needed items
• Gets higher HERS rating
• Possibly gets solar with savings

7. High bounce
rate
Half new visits
Spike
after
blackout

8. Radio spots

9. Radio Script: Comfort
:60
• Comfort means different things to different people. It could mean
your home’s temperature. Are your comfortable right now? If your
home is too hot or too cold, maybe it needs to be fixed. Here’s what
to do. The California Center For Sustainable Energy can help
increase your comfort and help you stay that way through the
changing seasons. Find out more at sdreduceproduce.org. Reduce
then Produce can help San Diego homeowners like you, by
reviewing your energy use. They will help you find a contractor to
assist to reduce your energy needs, which saves you money and
improves your comfort. For example, if solar fits into your budget,
there are money-saving upgrades and rebates. You’ll see how to
reduce your energy usage up to one-third! You’ll get tax credits and
your own solar PV system – and, you’ll be comfortable all year
round. Visit SDReduceProduce.org by October 20th. That’s
SDReduceProduce.org.

14. In summary,
• 5,647,176 measured impressions (not counting social
media) 11,781 measured clicks
• $100,000 real media value for less than half.
• 17 assessed, 5 upgrades, 4 HERS whole house, 2 solar.
• “There may be more participation… We will likely do a
similar campaign again with a different structure and
learned a lot from this one….Thanks again for all your
help on making this campaign happen so quickly. We
could not have done it without you!” CCSE

15. Improvement ideas
• Simplify process
• Reach out to manufacturers to request/determine
effective use of co-op marketing
• Manage in-home solar parties and webinar programs
• Identify unique co-marketing opportunities with
commercial clients, residential and commercial sales
along with inside sales teams when planning marketing
strategies
• Get into the field on a regular basis to view
installations and talk with customers

16. Solar customers of tomorrow

17. Journey just starting
McKinsey Quarterly, 2009

18. Contact Mary Beth
E-mail:
mbmccabe@sunmarketing.net
Solar Blog:
Http://www,Sunmarketingsolar.blogsp
ot.com
Facebook pages on solar:
Solar Power Hour
Your Next Steps
Solar Resale Value
Linkedin.com Group:
California Solar Marketers (700
members)
Solar Open House
Twitter: @solarmarketing Sat. March 24, 2012
Cell: 858 488 2867 San Diego