News: How to make energy efficiency programs grab consumers

If you’re a regular Shelton Group client, reader or follower, you’ve heard our party line about the problems with successfully marketing energy efficiency:

  • You’re dealing with a consumer market that doesn’t think it needs what you’re selling;
  • It doesn’t think it needs what you’re selling because the industry keeps selling “energy efficiency,” and nobody wants to buy energy efficiency. They want to solve a problem, and generally improve the comfort, health and safety of their homes — which allows them to feel relieved, smart and in control like rock stars; and
  • The end result is that we spent $7 billion on utility energy efficiency programs in this country last year alone (that’s all in — program administration costs, rebate money, sales and marketing, etc.) — and two-thirds of the population is blissfully unaware that those programs exist.

Read the full story. (GreenBiz)