Realizing the Advantages of Energy Efficiency In Your Business
-
Upload
tnenergy -
Category
Technology
-
view
221 -
download
0
Transcript of Realizing the Advantages of Energy Efficiency In Your Business
![Page 1: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/1.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Insights into effectively marketing green and efficient homes
Tennessee Energy Education Initiative
Say it right
![Page 2: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/2.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 3: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/3.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 4: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/4.jpg)
We help companies define and leverage their energy efficiency and sustainability commitments to gain a market advantage.
![Page 5: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/5.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 6: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/6.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
How can you increase consumer demand for green homes?
![Page 7: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/7.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Start with the channel
![Page 8: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/8.jpg)
![Page 9: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/9.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Once the channel is on board, then target the consumer
![Page 10: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/10.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Level Setting
![Page 11: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/11.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
2009
2010
2011
2012
![Page 12: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/12.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
In which product categories are you searching for greener products?
70.8% 60.7% 59.2% 58.0% 46.5% 46.0% Light bulbs/
fixtures Home
cleaning Laundry/
dishwashing Paper Food/
beverages Personal
care
![Page 13: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/13.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
In which product categories are you searching for greener products?
42.8% 38% 36.7% 36.4% 34.9% 32.5% Appliances Electronics Yard and
gardening Home renewable
energy Plumbing fixtures
Home improvement
products
![Page 14: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/14.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
They care about many of the features/benefits inherent to green homes
![Page 15: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/15.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Say higher energy efficiency would cause them to choose one new home over another
82%
![Page 16: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/16.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
If you were the President…
![Page 17: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/17.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Solar 36% 17%
Wind
![Page 18: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/18.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Are at least somewhat concerned about indoor air quality
46%
![Page 19: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/19.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
But…
![Page 20: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/20.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
What they think they should do to improve the indoor air quality of a home isn’t entirely right
42.6% 34.2% 34.0% 30.8% 29.2% 20.5% Clean air
ducts HEPA filters Improve
home’s ventilation
Open windows
Electric air cleaner
House plants
![Page 21: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/21.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 22: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/22.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 23: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/23.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
So…
DON’T: • Use the words “indoor air quality” • Talk about saving the planet
DO: • Tout the end benefits of IAQ • Talk about improved comfort • Talk about “no harsh chemicals,” and “keeping
your family safe from toxins” • Talk, specifically, about how much money they’ll
save on utility bills
![Page 24: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/24.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
How can you increase consumer demand for energy efficient homes?
![Page 25: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/25.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Level setting
![Page 26: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/26.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
“Green” = “energy efficiency” in the building sector
![Page 27: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/27.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Energy conservation importance is up.
![Page 28: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/28.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Our top energy concern: Our dependence on foreign countries.
36.9% 29.9% 20.0% 13.1% America depends
too much on foreign countries for energy
My ability to pay for energy
The environmental impact of our energy use
We’re using up our energy resources at
the expense of future generations.
![Page 29: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/29.jpg)
The stated motivation for an energy efficient home is to save money.
The stated obstacle to embracing energy efficiency is up-front cost. (In your case, the cost of a comparable unit.)
![Page 30: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/30.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
There are some very real emotional obstacles in the way of motivating Americans to make
energy efficiency more important in their homes
![Page 31: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/31.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Apathy
![Page 32: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/32.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Misperceptions
![Page 33: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/33.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
think they don’t use more electricity today than they did five years ago
80%
![Page 34: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/34.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Anger
![Page 35: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/35.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
The Wheel of Blame Utilities are now at the top of the “blame” list for high energy costs – ahead of oil companies, the government, unrest in the Middle East and consumer demand.
![Page 36: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/36.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Anger Apathy
![Page 37: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/37.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
About now you’re thinking, “Clearly, we need to educate people.”
![Page 38: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/38.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Don’t try to “educate” the market into being energy efficient
![Page 39: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/39.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Don’t try to scare the market into buying
![Page 40: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/40.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Connect them to the real, underlying benefits of green & efficient homes they actually care about
![Page 41: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/41.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Focus in on the features they value most
![Page 42: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/42.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 43: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/43.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Push behaviors, not just products
![Page 44: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/44.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Over half of potential buyers admit they would likely use energy-efficient products more.
53%
![Page 45: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/45.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 46: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/46.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 47: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/47.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
![Page 48: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/48.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Summary
• Start with the channel • Then engage the consumer
– Don’t talk about saving the planet or IAQ (like they know what it means) – Don’t try to educate, scare or spin them into buying – Push increased comfort for the family, healthier for everyone in the home,
controlling energy bills – Push behaviors, not just products – Create specific, logical action steps
![Page 49: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/49.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Discussion
![Page 50: Realizing the Advantages of Energy Efficiency In Your Business](https://reader033.fdocuments.us/reader033/viewer/2022052822/554b7831b4c90564168b55bf/html5/thumbnails/50.jpg)
CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group. CONFIDENTIAL - Please do not distribute or reproduce without express written permission from Shelton Group.
Thank you! Adam Kustin
865.524.8385 [email protected]