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A Crash Course in Solar Guerrilla Marketing

By Tor 'Solar Fred' Valenza
March 4, 2010   |   13 Comments

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13 Reader Comments
Comment
1 of 13
March 5, 2010
Hey, I would like to supply solar water heater packages to The White House!
They may find the return greater than wall street investments of late. Any chance of this happening?
Comment
2 of 13
March 5, 2010
Great idea - sign me up to provide the web-based monitoring package for BOTH solar PV and solar water heating. Best of luck to us all!
Tom Dinkel, CEO
SunReports, Inc.
More details at www.sunreports.com
Comment
3 of 13
March 5, 2010
Hello, Phil and Tom. Thanks for the support! I really appreciate it.

If you both (and anyone else wanting to contribute) could, please email me specifically what you'd like to donate to this White House project. My email address is

solarfred "at" solarpowerrocks.com.

Thanks! Anyone else? Please put in in the comments below and contact me as well.
Comment
4 of 13
March 5, 2010
Phil and Tom, I forgot to mention, please become a fan of the Face Book page, as well, and invite others to also, whether or not they're industry pros.

Thanks again.

http://www.facebook.com/pages/Americans-Putting-Solar-Power-on-the-White-House/348123157322?v=info#%21/pages/Americans-Putting-Solar-Power-on-the-White-House/348123157322?v=wall
Comment
5 of 13
March 5, 2010
I simply love the guerrilla marketing style. It's more of an art than marketing.

It shocks. It surprises. It makes people think. We need more boots on the street efforts like you talk about.

Remember the "Truth" anti-smoking ads? Those ad a major impact because of their creativity and guerrilla style....That's what RE needs.
Comment
6 of 13
March 5, 2010
Thanks, Stephen! This one is on its way. More to come from myself and others, I hope.

All the best.
Comment
7 of 13
March 8, 2010
On the issue of guerilla marketing.. I love what you've done here Tor! Stephen is right, we need more of it! I had an idea back in 2008 during the election cycle that was slightly similar to this in terms of being symbolic and involving our elected officials. I just thought of it cause I had discussed it via email with Stephen back then.

I was thinking about a website to highlight which elected officials have PV on their own homes. Praise those that have it for leading by example, and walking the talk, and encourage others to do the same. Totally keep it positive.... For instance I bet McCain would get less flack for having 8 houses if they had PV on top and were pumping juice into the grid! Turn his negative into a positive :-) We all know Al Gore installed, and fought his way through Tennessee HOA and AHJ hoops to do it. But he installed after he was out of elected office. What originally got me thinking about this was that I personally designed and permitted a system for Nick Leibham's residence, and was stoked to see Al Gore come out and stump for him. http://legacy.signonsandiego.com/uniontrib/20080830/news_1m30bell.html

Unfortunately the incumbent Brian Bilbray held on to his seat, though by slimmer margin than anybody predicted for that north county san diego district.. Nick Leibham really gave Bilbray a run for his money and I wish there was a way we could have given him an EXTRA boost by shining a light on how he was leading by example and installing PV. I would hope our guerrilla tactics could encourage other incumbents and future challengers to install solar PV and solar thermal. I've even got a couple of ideas for snappy website names :-)
Comment
8 of 13
March 8, 2010
Great thoughts, Ethan! Thanks! Got your email and will be in touch.
Comment
9 of 13
March 9, 2010
Tor, I couldn't agree more. You nailed it. In my opinion this action in particular is very friendly, progressive and absolutely justified. I see more and more people becoming fans of "Americans putting solar power on the White House" on Facebook every day, which quite clearly shows the acceptance and importance of the initiative.

Stephen, I feel the same way about this type of guerrilla action. It is surprising, fresh, encouraging and genuinely authentic. More of it, please!
Comment
10 of 13
March 9, 2010
Thank you Svea! I genuinely appreciate your support and of your company, Kaco Newenergy, and your positive vision for this project. Many thanks.
Comment
11 of 13
March 10, 2010
I think this is way overdue and I congratulate you on taking the first steps to pull it all together, Tor. We need solar back on the White House!

Another way to get this into the mainstream media is to play to the not-so-mainstream media, such as Stephen Colbert. Simply name the solar project after him (S.COLBERT Project) and he will publicize the heck out of the project. The Colbert Nation is a powerful force.

Solar
Changes
Obama's
Lifestyle
Before fossil-fueled
Energy
Ruins
Tomorrow

Okay, that example off the top of my head definitely needs some work but it's something to consider. Keep up the great work!
Comment
12 of 13
March 10, 2010
Thanks, Tara!
Comment
13 of 13
April 12, 2010
Hi Fred,

A local, mission-driven solar installation company in Tucson, AZ, took your guerrilla marketing advice and went to the streets! Technicians For Sustainability performed a solar flash mob in a sea of 100,000 fellow Southern Arizonans! We had a wonderful time spreading the "Go Solar" message and putting a smile on people's faces. To view the video click the link: http://tfssolar.com/about-us/walking-our-talk/

Thanks for all you are doing to help us "unthink solar".

Kind regards,
Aimee - TFS Community Outreach Coordinator
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Tor 'Solar Fred' Valenza

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About: Tor Valenza aka “Solar Fred” is the founder of UnThink Solar, a strategic communications firm dedicated to helping solar companies reach solar customers through... more »
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