I have to say that I’ve typically avoided open houses ever since a quick visit to one just to humor my wife resulted in the single biggest impulse buy of our lives. However, my personal and professional curiosity got me out — and momentarily away from the marathon sports viewing I’d planned — to join the National Solar Tour this weekend.
As a homeowner, I was most interested in the family who is using solar panels to power their furnace/AC and water heater. They cut their energy bills in half, and expect to recoup their investment in about nine years — all while being more sustainable, of course.
As a PR pro, I was equally interested in the great event ASES put together. Getting thousands of passionate supporters to open their homes and tell others about the specific benefits they are seeing from solar power — wow, definitely a powerful way to connect with consumers.
It occurred to me that this is exactly the type of “voice-of-the-customer” communication that is often missing from B2B marketing programs. In particular it got me thinking about the upcoming Solar Power International 2009, and how B2B companies in this field can connect with customers and prospects in an equally effective way.
As I look at the roster of exhibitors, one thing is clear: the B2B supply chain for solar is extremely complex. It includes everything from developers of large-scale solar plants to suppliers of components ranging from glass to fluids and films. To generate marketing and sales success during the show — and in the marketplace in general — exhibitors must really understand their specific audience segment and communicate ultra-targeted, customer-centric messages. Even the big brand-name companies entering this dynamic market must really hone their message to gain industry-specific credibility and awareness among target customers.
Better use of digital media tools can help create stronger B2B customer connections as well. Webinars and online video, for example, are very practical ways to showcase real-world success. And outreach via blogs, Twitter, content syndication and other Web 2.0 tools will certainly continue to be an ever-more important way to foster ongoing dialogue with these audiences.
I’m looking forward to learning more about solar during the event, and talking with industry thought leaders about strategic messaging, digital/social media and other communications topics.
And when I get home, it will be time to get serious about my own personal solar installation.
Stay tuned to The Spark for updates on both fronts.