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Small Business Marketing:

Small Business Marketing:. Solar Products and Systems. Presented by: Mark Wan, Farmingdale State Small Business Development Center. Marketing Defined. Taking a concept, refining its process, and communicating its value, using…. Marketing Defined, Cont’d.

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Small Business Marketing:

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  1. Small Business Marketing: Solar Products and Systems Presented by: Mark Wan, Farmingdale State Small Business Development Center

  2. Marketing Defined • Taking a concept, refining its process, and communicating its value, using…

  3. Marketing Defined, Cont’d • Perception – industry, and your company • Persistence – the extra mile • Preparation - touching all bases • Proportion – success rates and spending • Good marketing is generally well-researched. • (see last slide for resources)

  4. What Does It To? • Acquisition – new, customer education • Retention - existing • Win-back - former

  5. What Do You Have to Think About? • Product – branding • Promotion – advertising/ DM • Pricing – comparison • Placement – niche/ location

  6. Branding: Learn From the Best • “The Brilliant Benefits of Solar” • Save money every month by lowering your electric bills • Save money on your system purchase with state rebates and federal tax credits • Utilize free energy from the sun to reduce the effect of utility rate increases • Enjoy energy independence by becoming your own power producer • Protect the environment by using clean, renewable energy in your home * From Sharp Solar

  7. Branding: The Ultimate Positioning Statement • When you decide to go solar, you'll sleep better knowing you've made the enlightened choice that helps to preserve the environment and leaves a cleaner world for your children. Better yet, you'll applaud your sound financial decision every month when your lower utility bills arrive. You'll reduce the amount of energy you purchase from your utility, lower your electricity costs every day, and provide a measure of protection against future utility rate increases. Who says daylight savings only lasts six months a year? * From Sharp Solar

  8. Promotion Guidelines • Attention • Interest • Desire • Action

  9. The Garbage Can Test • Most likely to read your piece: • 1. Existing customers • 2. Referrals from customers • 3. Lead that finds you • 4. Member of targeted mailing list • 5. Member of random list

  10. Types of Promotion • Advertising – awareness (big companies) • billboards, branding ads, commercials • Direct Marketing – track-able (response-focused) • letters, postcards, brochures, E-mail, flyers, catalogs, media kits, telemarketing, online advertising, website, banners, search engines • Sales Promotion – special deals • coupons, sweepstakes, contests, sales/ discounts, giveaways • PR/ Publicity – exposure (usually self-driven) • press releases, advertorial, book, articles

  11. Types of Promotion, Cont’d • Event-Based – get prospects • special events, trade shows, client-only events, speaking engagements • Affiliate Marketing – cross-promotion/ partnership • complementary services and businesses • Personal Sales – one/one (most effective) • rehearsed pitch, always on toes!

  12. Website Guidelines • Essential Elements: • Home Page – 5W’s and How • About Us – principals and general info • Products/ Services – pictures and descriptions • Contact Us • Professional, Neat, Consistent • Host  Create  Post Site • Being Online VS. Generating Sales

  13. Research-A-Plenty • http://www.dsireusa.org Database of State Incentives for Renewable Energy • http://www.getenergysmart.org NYSERDA • http://www.eia.doe.gov/ Energy Information Administration • http://www.eere.energy.gov/solar US Department of Energy • http://www.nrel.gov/ncpv/ncpv.html National Center for Photovoltaics • http://rredc.nrel.gov/ Renewable Resource Data Center • http://www.ases.org The American Solar Energy Society • http://www.seia.org The Solar Energy Industries Association • http://www.solaraccess.com Solar Access • http://www.solarbuzz.com Solarbuzz • http://www.crest.org Center for Renewable Energy and Sustainable Technology • http://solar.sharpusa.com Sharp Solar

  14. For additional assistance, contact the Farmingdale State Small Business Development Center for all your startup and expansion needs. • Free services include: informative workshops, assistance with marketing plans, business plans, financial projections, lending contacts, and more! • Advisors available M-F, 8:30am – 5pm, 631.420.2765 • www.farmingdale.edu/sbdc

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