Smart Solar Marketing

A window of opportunity has opened in the world of solar power. With the cost of solar panels decreasing as well as expanded state and federal incentives, the average American can now have a realistic reason to go solar.

But there's a problem: Americans still believe that solar energy technology is too expensive, unreliable, and hard to purchase. As a result, solar comprises less than a fraction of 1% of U.S. electricity generation and is selling to only a small group of early adopters. To overcome these misperceptions and create a robust marketplace, the solar industry must begin to market solar energy like Coca-Cola sells soda or McDonald's sells hamburgers. Essentially, the industry must create a greater demand for solar energy than exists now. For the solar power industry to grow and attract mainstream buyers, it must create a new "buzz" about the technology. From a marketing perspective, if granite counter-tops are in demand for new homes, solar should be too.

Today, states and the federal government are spending a considerable amount of money on solar incentives. In addition to creating these financial inducements, part of the public funding should be used to teach people about the financial advantages and overall benefits of having solar energy in their lives. No amount of tax credits is going to get Americans to buy into solar if they don't think it is reliable. States must start to think and act like retailers. By creating new marketing initiatives, solar incentive programs can help potential customers understand that solar power is both a smart financial investment and a reliable source of energy, and that there are many new state and utility financing programs that make buying solar as easy as financing a car.

Increasing consumer interest is not the only reason that a better marketing strategy is important. The more consumers invest in solar panels, the more green jobs will be created. There are examples where this marketing strategy is working in states like Arizona, California, Connecticut and Oregon, and in the Department of Energy's "Solar America Cities" partnership. These state and federal programs are headed in the right direction. Just as states compete against one another today for technology, corporate investment and manufacturing jobs, they also compete for clean energy jobs. If solar providers don't see a robust market in one state, they will just move their operation to another. With that company could go hundreds of green jobs, and the wealth that's created by economic opportunity.

To be effective retailers and compete in this new green economy, it is important for states to learn how to market solar effectively. Recent research by SmartPower, an energy marketing nonprofit, found that in the clean energy area, the traditional "environmental" or "save the planet" message is not compelling to the broader public. However, when renewable energy is depicted as a cost-saving measure, the public is more likely to adopt solar. Consumers must hear the positive message that solar can reduce a homeowner's annual electric bill by as much as 60% and increase a home's property value an average of $20 for every $1 annual reduction in utility costs (Source: U.S. Housing and Urban Development Department, CNN.) The industry needs to do a better job of showing that a solar home is a wise investment.

So, while the future of solar looks bright, solar programs, state clean energy funds and the industry must learn to tell its "value" story. Doing so will mean stronger state economies, more jobs, a cleaner environment and another step toward energy independence.

Comments

[CleanEnergyGuy]

The marketing of solar is about 2 to 3 years behind. The industry is racing to catch up and soon will I believe. There just has to be money to be made and until last year that wasn't really the case in the US. Companies like mine have in the past year ramped up all types of marketing on and offline that will be more in the face of consumers. The rebates and incentives help only after we catch their attention. Free Quotes on Solar Panels - http://www.cleanenergyauthority.com

[LMerry2008]

Find a map of municipal financing programs http://www.newrules.org/energy/rules/municipal-financing-renewables-and-efficiency. Borrow the cost of energy efficiency and solar and pay it back with property taxes over long term loan. Immediate energy savings is higher than loan payment.

[Magazines]

I found a site that has FREE magazines on solar installation.

You should check them out, it is a good start make a decision on what way to go.
I was on www.greenenergyjobsonline.com which is a job search site and has links to free magazines.

They also have a link to the free stuff at http://greenenergyjobsonline.tradepub.com/ here.

Good luck!!!

Read more at: http://www.huffingtonpost.com/mark-sinclair/smart-solar-marketing_b_294853.html

[condor101]

You don't need to spend 10's of thousands of dollars for a solar system for the home. I saw " Burning in the sun" recently and people in Mali were taught in a few days how to build solar panels on the cheap. They then installed them on a school house in a remote village. The panels provided more than enough electricity for lights in the classrooms so that the students can study at night.
It was fantastic and demonstrates that Solar panels don't have to cost a fortune. If you do it yourself, you could make 10 panels of 60 Watts each for under $1000.
Simply amazing movie to watch.

[research]

And the price of assembled solar panels is now 1.55$ per peak watt. So the DIY can just install them and get the electrician to hook up the grid connect.
1.55 per peak watt panels! retail!
http://www.atensolar.com/EPV.
http://www.ecobusinesslinks.com/solar_panels.htm

Read more at: http://www.huffingtonpost.com/users/profile/research

[sixyfivepercentwater]

In Europe, where there is often so litle sunlight it's astounding, solar panels and other devices have been marketed and heavily subsidized like crazy for over a decade. The same goes for rain barrels, compost bins, and other green technology. Anyone who wants to market solar energy products can look to Europe for a model of how to do it successfully.