Please Don't Buy Our Solar Panels

I once went to a diner with a sign in the window that said something to the effect: “Warning: Our cooks use excessive amounts of lard, butter, salt, sugar, jalapenos, and other things that might make you prematurely croak. Eat here at your own risk.”

If anything, this warning drew more tourists like me, adding to the long line of locals waiting to test their heart attack potential. To their credit, the food tasted great… whatever was in it.

More than any other industry, solar companies need quirky marketing campaigns like this that make the reader stop and think, and perhaps laugh...and reconsider their thoughts about solar.

Imagine an ad campaign that said Please Don’t Buy Our Solar Panels, followed by a small paragraph and an illustrative photo. How could any self-respecting solar company permit such a campaign and expect to draw customers? Here’s how…and why.

First, this is not about reverse psychology as much as it is about changing preconceived ideas. Ad campaigns that challenge people’s expectations not only grab the reader's attention, but also make them actively look for a message beyond a sale price--though as you’ll see, price can be incorporated in the messaging as well.

In this particular example, the headline “Please Don’t Buy Our Solar Panels” doesn’t seem to make sense. Why would a solar company say this? That causes the reader to read the text again, to make sure they’ve read it correctly. Once they realize they have indeed read it correctly, they will probably read the rest of the advertisement to find out the reasoning behind this headline.

I won't be specific here, but the rest of the text could convey several themes:

• A brief paragraph could explain how your engineers worked years to perfect your solar panels to be x, y, and z. Now that prices have fallen dramatically, the engineers refuse to allow the sales executives to sell the panels at historically low prices. Call your local dealer/installer to find out how low. An accompanying photo mgiht show a sales executive wrestling with an engineer in a lab coat in front of the solar panel or an unfinished "Pleas Don't Buy" sign.
• Another theme might be that oil, gas, and coal companies believe that their low cost energy solutions are worth the costs of clear cutting, strip mining, global warming, environmental waste, and air pollution. You can enhance the text with photos of these low cost “benefits.” Then say that if you agree with the energy companies, please don’t buy our solar panels. If, on the other hand, you want to take advantage of the lowest solar prices in history while contributing to a healthy, clean energy future, then please contact us immediately and show the old energy companies how you disagree.
• Another theme might take the exclusivity approach: We realize our solar panels aren’t for everyone. Our solar panels are designed to be x, y, and z. So, if you’re just looking for the lowest price panels on the market today, by all means, please contact our competition. On the other hand, if you’re looking for the best quality and workmanship, call us and allow our representatives to show you why the best costs a little more. Many exclusive type images surrounding your panel would accompany the text.

These kinds of unexpected marketing campaigns work beyond the single reader. If executed effectively, they not only inspire the reader to contact you, but may also cause him or her to mention the campaign to friends and social networks. It also serves to define your brand as "high quality at an affordable price" "an environmental solar leader" or as a brand that is "high quality and worth its premium price."

Does your company have some kind of unexpected marketing campaign? Please share it here.

Thank you. Unthink Solar.

Tor Valenza aka “Solar Fred” is a solar industry consultant and partner at solar referral service, SolarPowerRocks.com. Follow him on Twitter @SolarFred.