When do we want it? Yesterday!
Well, if you had met or exceeded your sales goals then you wouldn't need me. Am I right? I'm here to disrupt the industry with award winning work and provide new compelling reasons to lease Solar in 2014.
If 'moving the needle' is truly the objective then it's time to do something different according to where your Solar business is on the adoption curve. See below:
Based in the number of customers most companies currently have, my estimation is that all Solar Companies in the US are in between the early adopters column and barely into the early majority. After years of following the teachings of Geoffrey Moore, author, speaker, advisor, best known for Crossing the Chasm, I am absolutely clear that Solar needs to get more strategic in digital marketing and mobile advertising.
Mr. Moore's teaching are simple: As you maneuver thru the adoption curve, the compelling reason to buy is not the same bewteen early adopters, the early majority, and the late majority. So what's my solution to do kick sales into overdrive?
Peanut Butter and Jelly:
Marketing solar in 2014 needs to achieve a clear cut "peanut better and jelly" moment where plug-in electric cars and solar are sandwiched together in an effort to create context of: saving lots of money everyday! Context is King in 2014 and branded content needs to drop the hard sales pitch. Once context is established, targeting electric vehicle owners to adopt solar will lead to setting sales records.
Why electric car owners? With US plug-in electric vehicle sales up 84% in 2013, that means there's movement within the early majority (also known as "Pragmatists in pain") who've discovered their compelling reason to adopt. In fact, InsideEVs.com and the Detriot News have both report:
“In 2013, automakers sold nearly 49,000 plug-in hybrid vehicles — up 27 percent over 2012 — and 47,600 electric vehicles — up 241 percent, according to data complied by Ward’s Automotive.”
And guess what American City is the epicenter of plug-in electric vehicle adoption? Sunny San Diego
San Diego Now Has More EVs Per Capita Than Any Other US City: http://t.co/AV4ap44fOa
Why San Diego? Um, well... Maybe because we endure some of the highest gas prices (high cost of living) in the country, and the majority of drivers commute less than 50 miles per day. In fact, several plug-in owners acquire a second electric car within a year or two after there first purchase after realizing the money saved on a daily basis. San Diego Gas and Electirc estimates there are roughly 5000 plus plugin hybrid, electric vehicles currently on the road in America's Finest City and 2014 is the watershed for pragmatists in pain.
The definition of Pragmatism alone explains why marketing solar in 2014 must adapt: 1Pragmatism is a rejection of the idea that the function of thought is to describe, represent, or mirror reality. Instead, pragmatists develop their philosophy around the idea that the function of thought is as an instrument or tool for prediction, action, and problem solving. Pragmatists contend that most philosophical topics—such as the nature of knowledge, language, concepts, meaning, belief, and science—are all best viewed in terms of their practical uses and successes rather than in terms of representative accuracy.
What's the silver bullet to target electric vehicle owners via advertising? Mobile and Native advertising... Duh!! Fact: the majority of all electric vehicles owners also own a variety of mobile devices and use apps on a dialy basis related to their vehicles especially charging. This also includes news apps.
Now, I'm not going to give all of my secret sauce away, especially my advertising concepts, however pay attention this year to who's doing what and when because I'm determined to win lots of these (below) for solar in 2014:
Follow myself and Geoffrey Moore on Twitter. My handle is @frshprnzcleantc. They don't call me the Fresh Prince of Cleantech for nothing!
Geoffrey Moore is a Venture partner at MDV. Chairman emeritus of The Chasm Group, Chasm Institute, TCG Advisors.