Why ENERGY STAR is a model for EE Program and Product Marketing

Posted by Energy Wire on October 16, 2014 at 4:36 PM

ENERGY STAR addresses consumer demands. Do you? The brand was established in 1992 to make it easy for consumers to identify energy efficient products, and to help reduce pollutants.

Talk about success… Today, we know ENERGY STAR as the standard consumers expect. The absence of the label is likely to be more powerful than its actual presence. The brand not only gained the trust of consumers nationwide, but also created extreme behavior change over time. 

How can they not serve as a model to other energy solutions companies? (Yes, you.)

What we admire most: The brand addresses consumer demands.

The certification criteria actually respond to some of consumers’ top barriers when it comes to EE program participation or purchases. Among others, certified products must meet these requirements:

  •  “… Offer savings on energy bills without sacrificing performance, features, and comfort.”
  •  “… Deliver the features and performance demanded by consumers, in addition to increased energy efficiency.”
  •  “If the qualified product costs more than a conventional, less-efficient counterpart, purchasers will recover their investment in increased energy efficiency through utility bill savings, within a reasonable period of time.”
  • Reduce greenhouse gas emissions and other pollutants caused by the inefficient use of energy.”

We look at these requirements as the ENERGY STAR “guarantee.” Through proprietary research on the EE customer, we understand the importance of providing a guarantee, and how it helps your customer trust you, your message and your product or program.

(92% of research participants stated the lack of an energy and cost reduction guarantee as one of their top three barriers to EE program participation. See: Your Customers Don't Trust Your EE Financial Messaging)

The little blue label is a strong example of what a brand promise should be when inspiring the EE customer to act.  The ENERGY STAR “guarantee” is centered around what your customer wants, and that’s more than just lowering their energy bill. Customers want a combination of:

  • High performance, features and technology
  • Financial savings and ROI
  • Non-financial benefits like comfort, reliability and safety
  • Lowering their environmental footprint

For an industry largely measured by J.D Power Scores and customer satisfaction, why is there not a more balanced message when it comes to energy efficiency marketing?

Are you responsive to consumer demands? Are customers satisfied with your current “promises” and messaging? Or are you focused on only one “promise” and expecting customers to take action?

Get in touch if you want to discuss, or if you're interested in the full research report mentioned above.

Lauren Bell / lbell@ksvc.com / 802.862.8261

Topics: Uncategorized

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