Suzanne shelton marketing strategiestobuild
•Als PPTX, PDF herunterladen•
0 gefällt mir•307 views
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (9)
Ă„hnlich wie Suzanne shelton marketing strategiestobuild
Ă„hnlich wie Suzanne shelton marketing strategiestobuild (20)
Mehr von Center for Sustainable Energy
Mehr von Center for Sustainable Energy (20)
KĂĽrzlich hochgeladen
KĂĽrzlich hochgeladen (20)
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)
Hinweis der Redaktion
- 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