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: 433

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

Home Energy Pros

Home Energy Pros was founded by the developers of Home Energy Saver Pro (sponsored by the U.S. Department of Energy,) and brought to you in partnership with Home Energy magazine.

Latest Activity

Tom Conlon commented on Kurt Shafer's blog post What is your opinion about members promoting products here?
"I just checked the site Guidelines Kurt, and any true "promotions" should be posted in…"
12 hours ago
Tom Conlon posted a discussion

Whole House Fans - Love 'Em or Not?

I just searched this forum for "Whole House Fan", but I didn't find much about them (except …See More
12 hours ago
Richard Beyer replied to Mike Kandel's discussion Our Homes Suck – And That's Why Our Kids Have Sinus Problems
"Don, Thank you for the praise! I only wish that some of these profiteers could answer my questions…"
15 hours ago
Richard Beyer replied to Mike Kandel's discussion Our Homes Suck – And That's Why Our Kids Have Sinus Problems
"Todd, This report (attached link) below on poor people living in subsidized housing show's…"
15 hours ago
Mike Kandel added 4 discussions to the group Building Performance Institute (BPI)
17 hours ago
Mike Kandel posted discussions
17 hours ago
Nate Adams commented on Jim Gunshinan's blog post My Energy Upgrade California—The Numbers Are In
"Jim, Glad to help! OK, a touch of soap box. So long as we don't tell people EE is free and…"
17 hours ago
Kurt Shafer commented on Kurt Shafer's blog post What is your opinion about members promoting products here?
"Bob, Good idea. I see that you are a window energy reduction expert. You might consider adding…"
18 hours ago
Robert (Bob) Bacon commented on Kurt Shafer's blog post What is your opinion about members promoting products here?
"Kurt, I would explain what energy/efficiency problem this device solves and explain the science the…"
18 hours ago
Ben Jacobs replied to Mike Kandel's discussion Our Homes Suck – And That's Why Our Kids Have Sinus Problems
"I agree that in many homes the indoor air sucks.  However, a lot of this problem is caused…"
20 hours ago
Kurt Shafer commented on Kurt Shafer's blog post What is your opinion about members promoting products here?
"Tom, thank you for your odd reference to a leaky duck. It is a bit off topic since I was not asking…"
21 hours ago
Tom Delconte commented on Kurt Shafer's blog post What is your opinion about members promoting products here?
"Shameless self promotion here sucks like a leaky duck!"
22 hours ago

© 2014   Created by Lawrence Berkeley National Laboratory.

Badges  |  Report an Issue  |  Terms of Service