It's a long way off but I'm looking forward to the Behavior, Energy & Climate Change (BECC) conference, November 14-17, in Sacramento.
That's because KSV is slated to deliver a presentation for attendees on "What Energy Efficiency Marketers Can Learn from Tobacco Counter Marketing." We're going to share our consumer insights gleaned from a decade of tobacco counter marketing.
So what might the lessons be for energy efficiency marketers from the tobacco wars? Here's a preview:
1. Peer misperceptions abound. The single greatest insight we uncovered about why teens smoke has to to with their perception, or rather misperception, of how many of their peers smoke…
2. Persistency pays. Quitters (inside lingo for smokers who want to quit) have to try, try, try. And try again. One of the themes at last November's Behavior, Energy & Climate Change (BECC)…
3. People want to do it their way. One key insight we've learned from talking with many smokers over the years is that most of them want to quit on their own. No counselor, no nicotine patch, no nothing. Cold turkey. I wonder if there isn't some of that behavior in energy quitters...
Stay tuned for more as November approaches. And in the meantime, check out the conference line-up at http://bit.ly/bRkWYx.