How renewables companies can reach landowners and farmers
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Transcript of How renewables companies can reach landowners and farmers
© 2013 CCgroup
How to talk renewables so farmers and landowners listen
© 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
© 2013 CCgroup
Big potential
• Big marketAgricultural land makes up over 70 per cent of the UK, providing £80 billion of goods and services to the economy
• Big returnsFarmers with renewables earn £12,000 to £50,000 p.a. from generating their own energy
• Big opportunityFor farms to become power generators
BIG
POTENTIAL
© 2013 CCgroup
• 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%
© 2013 CCgroup
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
© 2013 CCgroup
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
© 2013 CCgroup
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
© 2013 CCgroup
Bridging the communications gap
© 2013 CCgroup
Messaging• Be rational and emotional
Demonstrate financial as well as environmental & community benefits
• Be challengingInject new, challenging ways of thinking about the role of renewables in farming
• EducateExplain the technology but also the environmental & business benefits it provides
• InspireDefine the bright future that renewables investment will deliver
© 2013 CCgroup
Content• Show expertise
Provide new and insightful guidance that sets you apart from the crowd
• Reinforce with proofUse case studies to demonstrate that what you’re offering will deliver
• Be clear and simpleMake the financial case for renewables
• Appear regularlyBoost your profile by providing regular content
• Be visualUse images, videos and infographics to make content more engaging
© 2013 CCgroup
Delivery
• Partner upWork alongside industry bodies and consultants to deliver information and advice
• Be targetedMake sure content and messages are reaching the right people
• Be sustainedMaintain a consistent flow of content across a variety of channels
• Integrate channelsIntegrate communications across all channels to stand out online and offline
© 2013 CCgroup
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
© 2013 CCgroup
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
© 2013 CCgroup
• 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 [email protected] or call us on020 7535 7203
Get the full report