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Marketing Strategies to Build Your Home Performance Business:
The National Perspective
Suzanne SheltonClean Energy Conference
September 16, 2010
We are a consumer engagement agency that exists for one purpose:
motivating mainstream consumersto make sustainable choices
Proprietary research
• Energy Pulse™• Eco Pulse™• Utility Pulse™• Green Living Pulse™
THREE INSIGHTS
Insight One:Consumers know less than you think they do
Insight Two:They’re not dying to make EE improvements or
get a Home Performance Evaluation
Insight Three:There are two good targets, and they respond to
different messages
© Copyright 2009 by Shelton Group. Do not copy or distribute without written permission
28% of the Market• More likely to be women (58%) than men
• Somewhat less likely to be married than the overall population (60% vs. 65%)
• More likely to be age 55+ than the overall population (35% vs. 30%); however 19% are 25-34
• Ethnically diverse (Only 53% white vs. 69% overall)
• Well-educated (16% have a Graduate/ Professional degree)
• Predominately (38%) middle-to-upper-middle income ($50,000–$99,999)
• More likely to live in an urban (28%) or suburban
(46%) setting.
• Ninety four percent believe global warming is occurring and caused by man.
• Significantly more likely to choose “global warming" as their top concern (13% vs. 8% overall)
• Liberal Democrats• Highest reported home energy bills of all groups:Avg. winter heating bill $207.80; summer cooling bill: $188.36
24% of the Market
• 100% men
• Age 35–54
• White (75% vs. 69% overall)
• Highest education levels—19% with Graduate degrees
• Highest income group—27% $100K+
• Married with kids
•Suburban dwellers
• Lower than average on number of energy conserving products or habits as well as likely ownership.
• Reasons for not doing more to conserve energy:
• Don’t want to be uncomfortable (48%)
• Don’t want to be inconvenienced (33%)
• Energy costs haven’t gotten high enough
• 37% said their bills would have to go up $100+ a month before they’d spend money on EE home improvements
Motivators/Drivers: Effective Messaging
Top motivators/drivers for messaging:• Environmental – must connect home
environment to overall environment
• Comfort – This will be the trigger (how they know they have a problem)
• Financial - Don’t waste money
