Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about branding with a New Mexico solar energy company.
On our radio
show Ask Those Branding Guys, we spoke
with Regina Wheeler, CEO of Positive Energy Solar; a company that installs
solar power equipment for homes, business and institutions. The market for solar equipment has become
more competitive and costs have fallen.
Consumers may now see a payback in as little as 8 years and numerous
financing and support programs are available.
From a
branding perspective, Glover observed that the company could not have a better
name. The tagline of “It Pays to be
Positive” also does a great job on numerous levels as it conveys the sentiment
that is pays to both install solar equipment and chose Positive Energy Solar.
Wheeler shared that the marketing environment has been very dynamic and is constantly changing. Currently, 60% of Positive Energy Solar business is derived from referrals and customers are incented to refer others. Parties and events are also a successful advertising method. Marketing effectiveness is monitored and methods are revised as needed. Wheeler knows it is important to remain top of mind, especially for a product that has such a long purchase cycle.
Positive
Energy Solar’s biggest challenges include an evolving demographic where the
target market is shifting from an older, wealthier customer to a younger
client. They are also in a market where
there are competitors that run very aggressive advertising campaigns.
Enjoy the
podcast.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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