According to a recent article in Greentech Media, marketing solar energy has a number of problems, not the least of which is the fact that most people surveyed could not name a single residential solar power provider. In almost every other industry, people can identify at least one and even more companies that provide a service.
The other major problem that that the solar power industry has is the widespread perception that it is more expensive than power derived from more conventional means. To be sure everyone knows that solar is better for the environment than fossil fuels. But the perception that it is expensive has been a barrier for the widespread acceptance of solar power.
Thus marketers of solar power have a two-fold problem. First they have to establish a brand identification. Then they will have to educate the public about the virtues of solar power and prove to potential customers that in many circumstances it can be cheaper than drawing power from the grid.
The trick seems to be is not to try to draw differences in technology, since the differences between one tape of solar panel and another are very subtle to most end users. The trick is to realize that a solar power company, like every other company, is providing a service. The service in this case is less expensive electricity that is environmentally benign, with the cost benefits being the most important. Thus the marketing of solar power is as much an education exercise as it is an attempt to one-up the competition.
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