95% of farmers and landowners believe renewables are crucial to the future of UK farming. But 42% of farmers and landowners are confused about their renewable energy options. This ‘communications gap’ is a big challenge for renewables companies looking to sell solar, wind and micro hydro to farmers and landowners. But it’s a huge opportunity for those that get their communications right. At CCgroup, a cleantech PR agency, we wanted to find out how renewables companies can address this opportunity. We surveyed 130 farmers and landowners to find out how they research purchases, what matters to them and what makes them buy. With this insight, we can confidently advise renewables companies on how to best communicate with farmers and landowners. From messaging, to content, and delivery. The full report is available here: http://info.ccgrouppr.com/how-to-talk-so-farmers-and-landowners-listen

1. © 2013 CCgroup
How to talk
renewables so
farmers and
landowners listen

2. © 2013 CCgroup
Farmers and landowners
• There are 248,000 active farms across
the UK
• These farms employ a workforce of over
500,000 farmers in total
• 95 per cent of farmers think renewables
will be crucial to future of UK farming

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Big potential
• Big market
Agricultural land makes up over 70 per
cent of the UK, providing £80 billion of
goods and services to the economy
• Big returns
Farmers with renewables earn £12,000 to
£50,000 p.a. from generating their own
energy
• Big opportunity
For farms to become power generators
BIGPOTENTIAL

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• But despite the vast majority supporting
renewables, far fewer are getting the
information they need
• 42 per cent say they are confused about
their renewable energy options
• This communications gap stands in the
way of businesses capitalising on the
benefits renewable energy offers
The communications gap
42%

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Worst case scenario
• Farmers and landowners continue to
be confused about renewables
• Decide not to invest – or invest
poorly, turning them against the idea
permanently
• Renewables companies fail to make
the most of this lucrative
opportunity
• Farmers and landowners miss out on
reaping the benefits of renewable
energy

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Our research
CCgroup conducted a study find out
what information farmers and
landowners need to make it simpler
to invest in renewables
130 farmers and landowners were
surveyed to find out:
• Messaging - what renewable
energy companies should be saying
• Content - how they should be
saying it
• Delivery - and where to say it so
farmers and landowners listen

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The three types of farmer
Our respondents fell into three groups:
• Converts: Those that have already
invested in renewables, understand the
benefits and are likely to invest again
• Believers: Those that are currently
considering investing but haven’t
decided whether or not they definitely
will
• Latecomers: Those that haven’t
considered investing at all

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Bridging the communications gap

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Messaging
• Be rational and emotional
Demonstrate financial as well as environmental &
community benefits
• Be challenging
Inject new, challenging ways of thinking about the
role of renewables in farming
• Educate
Explain the technology but also the environmental
& business benefits it provides
• Inspire
Define the bright future that renewables
investment will deliver

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Content
• Show expertise
Provide new and insightful guidance that sets you
apart from the crowd
• Reinforce with proof
Use case studies to demonstrate that what you’re
offering will deliver
• Be clear and simple
Make the financial case for renewables
• Appear regularly
Boost your profile by providing regular content
• Be visual
Use images, videos and infographics to make
content more engaging

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Delivery
• Partner up
Work alongside industry bodies and consultants to
deliver information and advice
• Be targeted
Make sure content and messages are reaching the
right people
• Be sustained
Maintain a consistent flow of content across a
variety of channels
• Integrate channels
Integrate communications across all channels to
stand out online and offline

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Introducing CCgroup
• We are a commercially driven PR &
marketing consultancy - founded in 1985
• Our team members have been working in
fast growth renewables since 2006
• We work in partnership with a range of
CleanTech companies –
manufacturers, service providers and
VC-backed organisations – to deliver
commercial success through campaigns
that:
• Boost sales
• Build value, and
• Position for exit

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What the future holds
• Renewable energy companies must
better understand and meet the
communications needs of farmers and
landowners
• Overcoming the current confusion
around renewables is a must to secure
greater investment from farmers and
landowners
• Renewable energy businesses can release
the true potential of the countryside by
communicating so that farmers and
landowners listen

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• The full results of our survey, and our
extensive recommendations to reach each
type of farmer – Converts, Believers, and
Latecomers – can be seen in our full report
• Download it here:
http://info.ccgrouppr.com/how-to-talk-so-
farmers-and-landowners-listen
• Get in touch! Email us at
cleantech@ccgroupr.com or call us on
020 7535 7203
Get the full report