Marketing Case Studies Guerilla Marketing Tactics by gjy28315

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									Marketing Case Studies
& Guerilla Marketing Tactics
Profiting From Home Performance
November 6, 2009

Ed Thomas,
(970) 209-8347
Ed Thomas
• Director,
   • Utility & Contractor Exchange events & webinars
   • Home Energy Makeover Contests & workshops
   • Author, & Presenter, Home Energy, ACI, RESNET, ACEEE

• Managing Partner, Market Development Group
   • Home Performance with ENERGY STAR® Workshops

• Manager, Intermountain Energy, Delta-Montrose Electric Assn
   • Over 500 Geothermal Heat Pumps Installed

• Bachelor of Science in Communications from Butler University
• Masters of Science in Marketing from The American University
What Marketing Tactics
 Work for 15 of the
  Nation’s Leading
   Home Retrofit
    Sears Blue Climate Crew

•   Los Angeles pilot program
•   Savings,/Health/Environment messages
•   Step-by-step audits details
•   HPwES and CBPCA affiliations
•   HPwES video
•   $99 Earth Day special, $275 regularly
•   Free w/$5000 in “qualified improvement
•   Free phone consultation
    GreenHomes America

•   Customer referrals are best source
•   Radio spots are worst (talk shows good)
•   $1,000 for biggest icicles
•   Free audit (if you prequalify)
•   90-minute weekly training sessions
•   Market to services/issues; introduce HP
•   Be persistent
•   CRM system tracks leads (TRACK RELIGIOUSLY)
•   BPI Accreditation demands we do no harm (combustion safety testing)
    Sustainable Spaces
•    Network, Network, Network
•    Video case studies
•    Discovery Channel, Ellen Degeneres
•    20 Frequently Asked Questions
•    “Won’t be the second bidder”
•    Buffalo, Rochester and Appliance Store
•    Free Audit (if pre-qualify for financing
     and both decision makers present)
•    TV commercials on u-tube
•    Financing scenerios
•    Solar and Geothermal
•    Networking with past presidents
Advanced Home Energy
•    Utility Rebates & Tax Credits
•    Photos by project type
•    FAQs
•    In The News & Testimonials
•    Extensive online request form
•    CBPCA, CaCERTS, EGIA member

    before                during     after
    Your Crawlspace

•    Subcontractor to weatherization agencies, electric
     cooperatives and Oak Ridge National Laboratory
•    Building Performance Institute certification
•    Use blower door to verify air sealing
•    Mold/Moisture expert
Home Town Green

•   Living what you believe
•   1st Networking (40+ years); 2nd Search Engines,
    3rd ENERGY STAR affiliation
•   Print advertising (phone books) does not pay
•   Every municipality in white text/background on web
•   Alliance with local heating oil contractor
•   Lead sheet at phone and input results to CRM;
    follow phone survey with email packet
•   All phone answerers have been on 12+ audits
•   Free workshops as “consumer advocate “
•   3 workshops w/ 9 hours spent = #46.5K gross sales
•   Positioned as more expensive and more thorough
•   Primary target market of women ages 45 to 69
•   Have $100K; work 90/hr weeks for first 6 months
ZeroDraft Central Pennsylvania
Home Energy Solutions

•   Home Energy Solutions division
•   Best: Radio personality endorsements
•   Worst: Print ads
•   Lead source tracked on form
•   Ten Tough Tips for Saving Energy in Pennsylvania
•   Be the honest guy who is trained with tools
•   Charge for audit, but credit back on larger jobs
•   Does homeowner want holistic?
•   Qualified/certified to make analysis
•   Don’t be afraid to mark-up
Green Build Technology
•   “Governor’s Energy Auditor”
•   Be the energy expert
•   Referrals from utility
•   College class instructor
•   Newspaper source
•   “Healthy Home Energy Analysis
•    Open Houses at completed projects
•    “Home Remodelers' Survival Guide” Workshop
•    “Green Your Home” Workshop
•    U-tube videos
    Home Visions West
•    Home Energy Makeover Contest Sponsor for insulation and windows in
     partnership with distributors
•    Search Engine Optimization
•    Angie’s List
•    Energy Saving Articles
      •     Beating Winter's High Heating Costs!
      •     Energy Saving Tips For Around The Home
      •     Home Energy-Efficiency Improvement Tax Credit
      •     The Importance of Duct Sealing
      •     Got Attic Mold? Lets Talk Energy Conservation!
      •     What You Should Know About Insulation
      •     Save Money On Your Utility Bills
      •     Preparing Your Home For Winter
      •     Energy Star Windows and Doors
      •     Why Energy Efficient Windows Are a Clear Choice
•   Realtor, alternative medicine outreach
•   Networking, workshops, not Yellow Pages
    Performance Systems Contracting

•   “Request an inspection” form
•   Calculate your energy score
•   Incentives and financing

•   Renewables slide show
•   “Home Energy” contributor
•   Consulting and TREAT Software
Joe Kuonen

•   Host a radio show @ $300 - $1000/hour
•   Co-presenters with pre-screeners
•   Position you as energy expert
•   Lead-generating machine
•   Start small: talk show guest, rural AM
•   Beware of dead air
  Asdal Companies

•Developer outreach
•Home Revival -
 Top-Tier Contractors Are Consistent

1. Diversification- Selling more then one product helps prevent
   seasonality and drives more profits through add-on sales.
2. Sales Consistency- A pitch book or laptop presentation that
   keeps salesmen consistent and helps overcome hidden objections.
3. Marketing- Spend money to make money and have a message
   with a clear call-to-action.
4. Financing- Offering a low monthly payment option or (for people
   that could afford to pay cash), a no interest / no payment option.

        If the contractor, while in the home,
doesn’t have the tools and training to close the sale,
             it can be a lost opportunity
    Electric & Gas Industries Association
•     Pitch book materials
•     Training webinars
•     Interest rate buy downs and promotions (6 months same as cash)
•     Building Performance Institute Alliance
    Who’s the Competition:
    Everything! Plus, Nothing!

•    Vacations?
•    New Car?
•    Kid’s Braces?
•    Doing Nothing?

    How are you “positioning” your company
     Relative to homeowners’ alternatives?
What is your Message?
• Subject Matter Expert
  •   Energy Specialist?
  •   Comfort Specialist?
  •   Health and Safety Specialist?
  •   Whole House Improvement?

• Efficiency Expert
  •   Money-Saving Specialist?
  •   Energy-Saving Specialist?
  •   Time-Saving Specialist?

• Environmental Expert
  •   Hybrid Home Conversion Specialist?
Traditional Marketing Activities

    •   Phone books
    •   Newspaper and magazine ads
    •   Radio/TV ads
    •   Web sites
    •   Truck lettering
    •   Home Shows….
Making the Most of Home Shows
 •       Showcase testimonials and reprints
 •       Clipboard with “lead sheets”
 •       Cross-telling is Cross-selling
     •     Yellow boiler “as seen on”
     •     Solar? Home Performance is first step..”
     •     Whole House poster is key talking point
 •       Homepage on laptop
 •       Video excerpts
 •       Live radio interviews
 •       Bring your appt. book!
Letting Your Customers Market for You
•   “The analysis you provided on our 100-year-old home gave us the information we needed to
    make our decisions with confidence. The work you provided went far beyond our expectations of
     Harold & Linda – Homeowners, Ithaca, NY

•   “We installed new equipment and the energy savings more than pay for it! We had immediate
    positive cash flow, decreased maintenance costs, and increased property value; it was a no
     Walter – Apartment Complex Owner – Syracuse, NY

•   “Between the insulation and the furnace, it is a very different house. If you have an older home
    or are contemplating buying one, this kind of work is an amazing way to make the cost of
    ownership much lower.”
     Simon & Tracy – Homeowners – Dryden, NY

         Word-of-mouth marketing is
            the most believable
Non-Traditional Media Opportunities

 •   Newspaper/Magazine Articles
 •   Radio/TV Talk Shows
 •   Workshops and Seminars
Type of Stories that Sell to
Reporters and Show Producers
•       People Stories
    •      Celebrity analysis
    •      Homeowner testimonials

•       Road Trips/Slice of Life
    •      “Ride alongs”

•       Today’s Local Events
    •   Immediacy and proximity
    make it news

•       TV News Clip at:
Identifying Workshop Opportunities
Topical and “How To” Speakers are needed at:
•   Rotary Club and other Civic Organizations
•   Home Shows
•   Home Owners Associations
•   Chambers of Commerce
•   Adult Learning Centers
•   Realtors and Code Officials
•   Business and Trade Groups
    Sample Topics and Format
•    20-45 min. on “10 Tips to Save Money, Be More
     Comfortable and Make Your Home More Earth
•    1-2 hours on “Whole House Improvements: How to
     Do it Yourself and/or Manage Your Contractors”
•    Full-day “Home Energy Makeover Workshop” with
     15-minute presentations
     Tips for Organizing
     Seminars and Workshops
1.    Draft a brief description and flyer for group to use to promote your

2.    Recommend RSVPs and/or a modest registration fee to demonstrate
         •   Allow host/sponsor to waive fee as appropriate

3.    Script your presentation with plenty of customer stories
         •   Provide handouts and news article reprints
         •   Make sure everyone gets your full contact information
         •   Provide extra copies for attendees to share with friends and

4.    Gather attendee info. through sign-up sheets, evaluation forms and door
         •   Follow-up with attendees as sales leads and job referral sources
     3 Simple Ways to Reenergize Your
     Company’s Marketing Efforts
1.    Email and call all your local papers, radio and TV stations
      and ask if they need your help to produce a story on what local
      people can do to save energy, be more comfortable and reduce
      carbon emissions

2.    Email and call all local civic groups and ask if they need your
      help to make a presentation on what local people can do to make
      their homes perform better

3.    Plan NOW to time your marketing efforts to “coincidentally”
      run at the PRECISE MOMENT when a media outlet runs a story
      about something related to home energy/performance (i.e. utility
      rate increases, cold/hot weather records, carbon tax legislation,
      global warming concerns).
 3 Rules for Leveraging
 Program Sponsor Partnerships

1.   Co-brand and cooperate. Take full advantage of
     use of their program logo and promotional

2.   Move up their referral list. Become their “top o’
     the list” what referral partner. This means job
     reporting and meeting accreditation requirements.

3.   Don’t put them in critical path to your success.
     Don’t align your business to rely fully on their
     incentives and leads. Leverage their efforts to align
     with your own independent efforts
    Organizations to Watch….
•    Efficiency First! Lobbying for energy efficiency installation
     contractors….. Not the solar or low-income
•    Building Performance Institute. Embrace national
     installation standards and diagnostics to prove you’re third-party
•    Home Performance with ENERGY STAR® Position
     yourself as community-oriented and the go-to guy for ANY
     “green” home energy upgrade. Be the weatherization agency for
     upper and middle income homes.
•    Affordable Comfort. Building science-related training and
•    Electric and Gas Industries Association. Business
     development to increase sales closes and operations efficiency
•    Utility Home Energy Makeover Contests
     and Building Performance Contractor Exchange events/webinars
Marketing Case Studies
& Guerilla Marketing Tactics
Profiting From Home Performance
November 6, 2009

Ed Thomas,
(970) 209-8347

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