Marketing Solar to Women

Research, Social Media, Dealer Training

Marketing Solar to Women 2017-08-18T11:39:26+00:00

Project Description

<b>Shining a Solar Marketing Light on Women<i>
</i></b>

<b>Campaign Elements
</b>
<ul>
<li>National Survey Driven by Social Media Engagement</li>
<li>Public Relations</li>
<li>#SolarChat Twitter Chats</li>
<li>Article and Content Development</li>
<li>Dealer Training via Solar Power World 2013 and 2014 Presentations and Enphase Dealer Empowerment Webinar</li>
</ul>
<b>Survey Background – <a href=”http://identity3.com/shining-a-solar-marketing-light-on-women-survey/” target=”_blank”>Purchase Survey Here</a>
</b>

A cadre of solar industry professionals, prominent mom bloggers, and leading brand marketers worked together via social media to promote, “<i><a href=”http://identity3.com/sectors/solar-industry/marketing-solar-to-women/” target=”_blank”>Shining a Solar Marketing Light on Women</a>,”</i> a survey reaching out to American women homeowners and moms to understand their communication preferences related to solar.

With a combined reach of nearly 15,000 bloggers, the mom- and women-oriented networks of Bookieboo.com and TheBloggerConnection.com joined forces with the solar industry’s leading social media platform, <a href=”http://solarchat.org/” target=”_blank”>#SolarChat</a> founded by Raina Russo, and solar industry marketing professional, Glenna Wiseman, to get the survey out to as many women in America as possible.

Women from 34 states answered the call to submit their opinions in the solar industry’s first ever women consumer oriented marketing survey. The report documents the solar marketing preferences of nearly 300 women.

The survey as representative of the immense potential resident in the solar industry’s marketing efforts to women has birthed an Identity<sup>3 </sup>and #SolarChat effort, Women4Solar.

<b>Survey Framework<b>- <a href=”http://identity3.com/shining-a-solar-marketing-light-on-women-survey/” target=”_blank”>Purchase Survey Here</a></b></b>
According to leading marketing to women expert, Marti Barletta, 80 percent of women initiate home improvement projects. They are the CPOs or Chief Purchasing Officers, of the home. They control the family budgets and make or participate in the decision to go solar in over 90% of American homes. Women are the driving force behind the solar decision, and according to our research, women do not feel the solar industry is reaching out to them in techniques they will respond to or are speaking their language.

The survey follows the <i>5 Stages of Buying</i> outlined by Marti Barletta. These stages have been reported to the solar industry via <i>Solar Power World Magazine<a title=”” href=”#_edn1″><b>[i]</b></a></i>. Ms. Barletta is an advisor to Identity<sup>3</sup> and this work related to marketing solar to women.

<b>Intense Industry Media Attention</b>
Initial results of the survey have been featured at Solar Power International<a title=”” href=”#_edn2″>[ii]</a> and in numerous publications including <i>CleanTechnica<a title=”” href=”#_edn3″><b>[iii]</b></a></i> and <i>PV Solar Reports<a title=”” href=”#_edn4″><b>[iv]</b></a>. </i>The topic was recognized as one of the <i>10 Trends That Shaped the Solar News In 2013</i>.<a title=”” href=”#_edn5″>[v]</a> <b></b>

<strong>Popular #SolarChat Topic</strong>
#SolarChat Recap 11/13/13: Marketing Solar to Women generated six million impressions during this initial #SolarChat<a title=”” href=”#_edn6″>[vi]</a> session event. It drew 177 contributors into the #SolarChat Twitter “room” and topped the Twitter charts nationwide for a good part of the day. The final survey results were discussed on #SolarChat April 9, 2014<a title=”” href=”#_edn7″>[vii]</a>.

<b>Cited in The Solar Foundation 2013 National Solar Jobs Report</b>
This survey was cited (page 21) in the “<i>National Solar Jobs Census 2013<a title=”” href=”#_edn8″><b>[viii]</b></a></i>” published January 2014 by The Solar Foundation® in concert with The George Washington University Solar Institute and the BW Research Partnership.

The report stated, <b><i>“A recent #Women4Solar survey found that women represent the largest block of residential solar purchasing decision makers, suggesting that women are not only paying attention to industry trends but are driving adoption rates.”</i></b>
<div><strong>Solar Power International, Chicago Solar Central Presentation</strong><br clear=”all” />
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<a title=”” href=”#_ednref1″>[i]</a> <a href=”http://www.solarpowerworldonline.com/2013/09/women-really-want-solar-sale/”>http://www.solarpowerworldonline.com/2013/09/women-really-want-solar-sale/</a>

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<a title=”” href=”#_ednref2″>[ii]</a> <a href=”http://www.renewableenergyworld.com/rea/blog/post/2013/11/first-ever-women-oriented-solar-survey-highlights-unveiled-at-spi-part-2″>http://www.renewableenergyworld.com/rea/blog/post/2013/11/first-ever-women-oriented-solar-survey-highlights-unveiled-at-spi-part-2</a>

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<a title=”” href=”#_ednref3″>[iii]</a> <a href=”http://cleantechnica.com/2013/11/29/women-actually-lead-way-home-solar/”>http://cleantechnica.com/2013/11/29/women-actually-lead-way-home-solar/</a>

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<a title=”” href=”#_ednref4″>[iv]</a> <a href=”http://pvsolarreport.com/blog/item/1033-marketing-solar-to-women”>http://pvsolarreport.com/blog/item/1033-marketing-solar-to-women</a>

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<a title=”” href=”#_ednref5″>[v]</a> <a href=”http://www.solarpowerworldonline.com/2013/12/10-trends-that-shaped-the-solar-news-in-2013/”>http://www.solarpowerworldonline.com/2013/12/10-trends-that-shaped-the-solar-news-in-2013/</a>

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<a title=”” href=”#_ednref6″>[vi]</a> <a href=”http://solarchat.org/solarchat-recap-111313-marketing-solar-to-women/”>http://solarchat.org/solarchat-recap-111313-marketing-solar-to-women/</a>

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<a title=”” href=”#_ednref7″>[vii]</a> <a href=”http://solarchat.org/solarchat_calendar/4-9-14-marketing-solar-to-women-survey-update/”>http://solarchat.org/solarchat_calendar/4-9-14-marketing-solar-to-women-survey-update/</a>

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<a title=”” href=”#_ednref8″>[viii]</a> <a href=”http://thesolarfoundation.org/research/national-solar-jobs-census-2013″>http://thesolarfoundation.org/research/national-solar-jobs-census-2013</a>

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