solar product marketing

The U.S. Solar Industry Just Entered Another Period of Uncertainty. Here’s How to Fly Right Through It

By | 2018-02-09T01:09:58+00:00 February 8th, 2018|solar industry, solar product marketing, Technology Adoption|

After making impressive progress over the last ten years, the U.S. solar industry has entered a period of uncertainty. The good news is a renewed emphasis on the principles of technology adoption will allow the solar industry to fly right through these dark clouds of uncertainty. On the positive side, U.S. solar industry revenues have

Meet the Gatekeeper of Solar’s Mainstream Market

By | 2018-01-29T05:13:31+00:00 May 6th, 2010|solar industry, solar product marketing, Technology Adoption|

The solar industry has been selling to an early market of innovators and early adopters for many years now. And there are still plenty of customers in the early market to sell to. But most solar companies have their eye on a bigger prize -- solar's mainstream market -- a category that contains a whopping

Reducing the Risk of Solar

By | 2018-02-04T03:20:52+00:00 April 20th, 2010|solar industry, Solar Power, solar product marketing|

Solar energy is considered a long decision-cycle purchase. Due to the complexity of the sale and its financial components, consumers educate themselves thoroughly before buying. As such, vendors cannot move a customer through decision stages to close the sale. With products that are more costly, complicated or high-risk, the customer has more at stake.  If

How to Differentiate a Commodity

By | 2018-01-29T04:17:39+00:00 April 3rd, 2010|product management, solar product marketing, Warren Schirtzinger|

There's a lot of disagreement about whether or not solar is a commodity.  Even if it's not, at some point everyone will need to know how to differentiate a solar product when it becomes a commodity.  I've selected the example of a well-differentiated automobile dealership, to provide insight into how the same concepts can be applied in

Branding Only Works on Cattle

By | 2018-01-30T04:52:14+00:00 February 22nd, 2010|marketing communications, solar product marketing, Warren Schirtzinger|

I'm all in favor of promoting solar and raising awareness for renewable energy.  It doesn't matter if it's with buttons, bumper stickers, social media (twitter, facebook etc.), web sites or search engine marketing (seo).  The more the better. But never forget that solar power is seen as a riskier than the alternative -- power supplied

Solar Market Development

By | 2010-02-16T13:33:00+00:00 February 16th, 2010|market development, solar industry, solar product marketing, Warren Schirtzinger|

The strategies historically employed to spur expansion of the solar (PV) market are almost always product oriented. They are typically based on the progressive lowering of prices through economies of mass production, combined with subsidized “buy-down” programs or "feed-in tariffs" for residential and commercial users. Lowering “cost per watt” is seen as the key to

Marketing High-Risk Products

By | 2010-02-13T14:35:00+00:00 February 13th, 2010|solar product marketing, Technology Adoption, Warren Schirtzinger|

Marketing a high-risk product is *vastly* different than marketing a consumer product that carries little or no risk. As everyone knows from personal experience we choose a professional advisor, a doctor, an attorney, or a stockbroker with much more care than we buy soft drinks or even automobiles. With high-risk products (or services) the customer

Solar’s Main Competition

By | 2018-01-29T05:33:48+00:00 February 10th, 2010|solar product marketing, Technology Adoption|

Who are solar suppliers really competing against? The answer is "Reddy Kilowatt." It's true that solar companies compete not only against their solar peers but also against other sources of electricity. But when customers make decisions about energy providers, the "concept" of Reddy Kilowatt (i.e non-stop power from the local utility) still holds the advantage.

Assessing Intangibles in Turn-Arounds

By | 2010-01-23T13:11:00+00:00 January 23rd, 2010|solar product marketing, Warren Schirtzinger|

Determining how customers view product intangibles is easy in turn-around situations. The usual problem is that many of the intangibles no longer relate primarily to the product. Instead, they concern the company's performance. Typically in turn-arounds, most of the intangible aspects surrounding the company turn negative. For public companies, with highly publicized financial difficulties, the