Suzanne shelton marketing strategiestobuild
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This document summarizes marketing strategies for building a home performance business from a national perspective. It identifies three key insights: consumers know less than assumed about energy efficiency; they are not eager to make improvements or get evaluations; and there are two good target markets that respond to different messages. The two target markets are identified as 28% of consumers who are environmentally conscious women, and 24% of consumers who are pragmatic men motivated by financial savings and comfort. The document recommends tailoring messages to these groups' key motivators of environmental impact, comfort, and financial savings.
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Suzanne shelton marketing strategiestobuild
- 1. Marketing Strategies to Build Your Home Performance Business:The National PerspectiveSuzanne Shelton Clean Energy Conference September 16, 2010
- 2. We are a consumer engagement agency that exists for one purpose:motivating mainstream consumersto make sustainable choices
- 4. Proprietaryresearch Energy Pulse™ Eco Pulse™ Utility Pulse™ Green Living Pulse™
- 6. Insight One:Consumers know less than you think they do
- 11. Insight Two:They’re not dying to make EE improvements or get a Home Performance Evaluation
- 18. InsightThree:There are two good targets, and they respond to different messages
- 19. © Copyright 2009 by Shelton Group. Do not copy or distribute without written permission
- 22. Somewhat less likely to be married than the overall population (60% vs. 65%)
- 23. More likely to be age 55+ than the overall population (35% vs. 30%); however 19% are 25-34
- 24. Ethnically diverse (Only 53% white vs. 69% overall)
- 25. Well-educated (16% have a Graduate/ Professional degree)
- 27. Ninety four percent believe global warming is occurring and caused by man.
- 28. Significantly more likely to choose “global warming" as their top concern (13% vs. 8% overall)
- 30. Highest reported home energy bills of all groups:Avg. winter heating bill $207.80; summer cooling bill: $188.36
- 32. Age 35–54
- 33. White (75% vs. 69% overall)
- 34. Highest education levels—19% with Graduate degrees
- 35. Highest income group—27% $100K+
- 37. Reasons for not doing more to conserve energy:
- 38. Don’t want to be uncomfortable (48%)
- 39. Don’t want to be inconvenienced (33%)
- 40. Energy costs haven’t gotten high enough
- 42. Comfort – This will be the trigger (how they know they have a problem)
Editor's Notes
- They don’t understand that their consumption has gone up – in fact, 64% say they use the same or less energy than five years ago.
- We asked people how much money their utility bill would have to go up to force them to spend money on energy efficient renovations. The average answer matched last year, exactly - $129.00 . This would be a 69% increase over average reported winter heating bills ($185.58) and a 76% increase over average reported summer cooling bills ($169.20). In other words, consumers are willing to waste more than $1500 a year, or more than $4 a day to do nothing. That’s what we call the Apathy Gap.
- Understand that when you say “save money” in general terms, consumers make up a number in their heads. And their number is half.Average amount, based on self reported average heating and cooling bills, is about half
- Assuming we could get them past the Apathy Gap, insulation is third (not first) on the list of things they believe would actually improve their utility bill.
- And insulation is fifth on the list of EE items a homeowner is likely to do.
- And when we look at propensity vs actual, insulation falls even lower on the list
- When competing against aesthetics as well, it falls to the near bottom of the list
- And we have deeper concerns