I own a small home performance business in Wisconsin. We have been fortunate to keep booked over the last 3 years by tapping into large contracts. As a result we have not had to spend much time on marketing or money on advertising. At the end of this year our current contract will expire and we will need to begin advertising to bring in leads and keep the schedule full.

I'm in the process of developing a marketing plan which includes identification of market segments and demographic, psychographic, and media consumption habits for each segment. This information should prove vital in shaping our advertising messages and selecting the right advertising to reach each market segment.

Unfortunately, I'm having a hard time finding hard market research data that defines HP market segments in any useful level of detail. Obviously markets will segment differently in different areas of the country but it would still be useful to read about HP demographics research in other parts of the country. Are you aware of any good HP segmentation studies, research or articles that you can post a link to?

Views: 524

Reply to This

Replies to This Discussion

A while back I read an article that presented statistics on percent of HP consumers who identified themselves by political affiliation and religion. It was quite interesting but now I can't find the article. Has anyone else read it? Can you help me find it again?

Thanks.  It's not the study I was thinking of but it's still a great resource.

Hello Dmitri,

I am uploading some files for your review, these research papers give you a broad perspective on Consumer Behavior as regards to Energy Efficiency; hope it helps!

I work in Marketing & Sales of RE projects; if you need any assistance please reach out to me on Bijou.Lulla@yoursolarsalesman.com

Good luck!

Attachments:

I have to market to my own data base.   One hot spot is LP gas prices -- its just under $5 gal.  running adds in papers is a waste of cash $780 lead call.  I have some luck with web pages, $34 lead call.  Yellow pages hits on $350 a lead yr around.  

Thanks Eric for sharing your lead strategies; which web pages do you generally use for lead gen, what budget do you allocate every month for lead gen and what is the conversion ratio that you achieve.  

Am setting up a lead gen site myself and am curious to understand how SMB's like yourself invest in leads.

Thank-you and have a wonderful day!

I spend $500 mo just on WEB things.   2% of gross total for just keeping the same  if you need to grow then up to 8% of gross,  Some feel if not 15% growth rate then will die.  Pay for click works but can spend $100 day easy.   Pay for click need a watch dog  so to match need to want and take out extra non paying calls, if not its all gone very quickly.   

You might want to contact Nate Adams, ESHP Ohio.  He has a marketing strategy that provides a steady stream of leads he converts to $750 comprehensive assessment/tailored workscope/detailed specification clients.  

Projects from this approach tend to be in the $10-$30k range. 

Hi Dimitri, the Greater Cincinnati Energy Alliance invested in a Market Study conducted by the American Council for an Energy-Efficient Economy and the University of Cincinnati Economics Center to highlight the projected impact of the Energy Alliance’s programs in the Greater Cincinnati region (including Northern Kentucky), which might have some good information.

The full report:

http://greatercea.org/wp-content/uploads/GCEA_Energy_Efficiency_Mar...

It's great to look through the other replies here too - good stuff.

RSS

Groups

Latest Activity

Alfie Davis posted a blog post
16 hours ago
Profile IconSam Compton, Cameron Home Insulation, Seth Shoneman and 2 more joined Home Energy Pros
yesterday
Home Energy Magazine's blog post was featured
yesterday
Eric Kjelshus replied to Gregory Cisco's discussion Abandoning under-slab HVAC ductwork which fills with groundwater seasonally.
"In Kansas City a lot of "cardboard" for supply was used in slab on grade.  1950-1970…"
Friday
Richard L. Rue replied to Sonja Persram's discussion Energy Savings Guarantee for single family dwellings in cold climate??
"Try EnergyWise Structures (www.energywisestructures.com) They are a NASA spin-off company that has…"
Friday
Debra Little commented on Home Energy Magazine's blog post NREL Research Finds That 22% of New Homes Completed in the U.S. in 2016 Were HERS Rated
"The avg scores are interesting. Are there comparative numbers for previous years? I thought they…"
Friday
Home Energy Magazine posted a blog post
Friday
Robert Zockoff replied to Gregory Cisco's discussion Abandoning under-slab HVAC ductwork which fills with groundwater seasonally.
"Public water systems regularly "reline" the interior of existing 50 year old water mains…"
Friday

Photos

Loading…
  • Add Photos
  • View All

© 2017   Created by Lawrence Berkeley National Laboratory.   Powered by

Badges  |  Report an Issue  |  Terms of Service