Energy Saving News
"Don't Call It Green"
The Burlington Free Press reported on a conference in Vermont where the title piece was the advice of Adam Kustin of the Shelton Group.
Kustin told his audience, comprised mostly of builders and energy consultants, that his marketing firm found the term "energy efficient" far more appealing than "green" as far as the public were concerned.
"They think only vegans live in 'green' homes," he said. And that is only the tip of the misconception-iceberg.
Surveys conducted by the Shelton Group showed:
1. Half of Americans are unable to name any energy-saving features available to housing upgrades or construction.
2. Two-thirds (wrongly) believed they were using the same amount of energy -- or less -- than they were five years ago.
3. Two-thirds (wrongly) believed their homes and offices were sufficiently energy efficient.
4. In a hypothetical scenario in which customers were asked to choose between a greener environment and retaining possession of an Apple iPod, about 60 percent opted for the iPod!
'Green' comes with baggage and a more nebulous message," Kustin said.
How should we pitch "green?"
1. Avoid the "G" word.
2. Emphasise Efficiency.
3. Useful information and sound science by themselves will not convince a customer that efficiency upgrades are warranted.
4. Emotional appeals to "avoid waste" are more effective (statistically, anyway), than those for "savings."
5. Study and learn from advertising campaigns that tout "green" cars and power plants
6. Be prepared to compromise and negotiate with customers.
"The last thing we want to do is preach," Kustin said.
Monday 15th February 2010
