Clean Energy. It‟s real. It‟s here. It‟s working. Marketing Clean Energy To Today’s Consumer: A Collaborative Approach California Public Utility Commission December 7, 2006 Clean Energy. It‟s real. It‟s here. It‟s working. Background on SmartPower SmartPower is a non-profit marketing organization dedicated to promoting clean energy; Funded by 5 private foundations (Pew, Rockefeller, etc.) and the Connecticut Clean Energy Fund. We are the “Dairy Council” on clean energy; We have operations in Arizona, South Carolina, Connecticut, Massachusetts, and Pennsylvania; Clean Energy. It‟s real. It‟s here. It‟s working. SmartPower Approach We use on-going, original, consumer research to assess the state of the consumer mind-set vis-à-vis clean energy; On the ground organizing, advocacy marketing and sales to build the market; We use traditional marketing approaches (TV, radio, newspapers) combined with a “Collaborative marketing” effort; Clean Energy. It‟s real. It‟s here. It‟s working. Consumer Barriers to Clean Energy Our research has shown us that there are Four Barriers the consumer faces when they think of clean energy: 1. Reliability: “I don‟t think it actually works!” 2. Availability: “I don‟t know where to buy it.” 3. Cost: “Buying into the „lifestyle‟ is too expensive!” 4. Inertia: “It‟s easier to do nothing.” Clean Energy. It‟s real. It‟s here. It‟s working. Our Message Clean Energy: it’s Real. It’s Here. It’s Working. Let’s make more! Clean Energy. It‟s real. It‟s here. It‟s working. Collaboration, Collaboration, Collaboration Marketing and selling clean energy today should not simply rely upon use of television ads, radio ads and newspaper ads; Rather, building alliances and utilizing the expertise of all clean energy stakeholders is key to success; Bringing together diverse stakeholders is vital to establishing a unified, cohesive “sales force” that can effectively speak to the consumer; Clean Energy. It‟s real. It‟s here. It‟s working. Collaboration: Pros and Cons • Pros: • Builds trust among stakeholders; • Builds unity in messaging; • Utilizes expertise of all stakeholders without creating overlap; • Has been proven to move the clean energy marketplace; • Cons • Trust and a sense of cooperation can be lacking among stakeholders; • Competition among NGO‟s, suppliers, etc. can create a barrier to cooperation; • Collaboration is a slow, at times agonizing, process. But it does work! Clean Energy. It‟s real. It‟s here. It‟s working. Next Steps: • Collaborative Approach is key to the success of whatever marketing campaign the CPUC decides to pursue; • As you move forward, consider institutionalizing some mechanism that regularly brings together everyone in this room (and others) to collaboratively move the market forward. Clean Energy. It‟s real. It‟s here. It‟s working. For More Information: Contact: Brian F. Keane President SmartPower 1201 Pennsylvania Avenue, NW Suite 300 Washington, DC 20004 202-661-4602 Bkeane@smartpower.org Clean Energy. It‟s real. It‟s here. It‟s working.
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