Social Media and Communication
Selling Solar: Do Well By Doing Good
Written By: S.M. Schrage
Excel Home Solar Company is a residential and commercial sales and service company that has a successful track record in Florida for over a decade and has recently branched out into the Metro-East due to the growing demand for solar. The company has a regional office in Bethalto, Illinois. Their customer service and goodwill record in Florida has made them a successful competitor in the Florida market. The campaign that we have implemented uses existing happy customers to create brand awareness and reinforce previous customer satisfaction.
In the process of developing objectives, brand position, and strategy I conducted research in my local community, consulted with the regional sales manager, and took a look into the competitors in the Illinois solar market.
Events put a friendly face to a business and establish a presence in the community. Outdoor events can be an ideal way to market “sun powered” homes and businesses. In addition this will be a way to showcase the product, create attention getting demonstrations, and create memorable interaction with customers. It is also a good training and lead generating tool for the sales force. (Alton Farmer’s Market, Goshen Farmer’s Market, Mississippi Earthtones Festival, Solar Power Hours.
Communication Objectives
- Increase brand awareness
- Increase social media and website traffic
- Connect with the target audience directly and personally
Media Mix
- Conversion Driven Website Development – Ex.“www.solar4every1.com" - Solar customers go through an extensive problem solving process before purchasing. In order to educate the customers about the product it needs to be delivered in an easily understood and direct manner. This will drive traffic to the accompanying social media pages creating synergy and transparency for the brand. It will also simplify direct communication in order to measure the MARCOM strategy. The social media mediums will be Facebook, Instagram, Twitter, and Linkdn.
- Place Based Media/Point of Purchase Giveaways – Fliers and Business Cards will be posted in businesses and on community boards. Customers who purchase a PV system will be offered a $500 rebate and a $100 donation in their name to the animal or environmental charity of their choice. Military and First Responder Discounts will also be offered and promoted. Merchandise such as pens, solar dancing flowers, sunflowers.