Solar Fred is back from the best SPI ever and ready to market. I’ve got good numbers, and when a solar marketer has really great data, you’ve got to squeeze that data like squeezing your morning O.J.  Then you’ve got to use it. Drink that data down and apply it before it goes down the other side, spoiled and useless.

So what did I learn and how can you apply it? What’s my action plan based on that data?

I’ll tell you, but you have to promise me that you’ll use it as soon as possible. Promise? Cross your heart and hope to croak if you chicken out?  Okay… Guess I’ll have to trust that you want to sell more solar and promote good solar policy too.

However, before I reveal my/your/our data and action points, I first have to thank D.C. based big-clean-tech thinker and communications company TigerComm for inviting me for a round table media luncheon at SPI.  Not only was the food delish (steak!), but TigerComm’s president Mike Casey invited pro-pollster Gotham Research Group to share solar polling data from a little over 1000 men and women across the U.S.  

Of course, our good friends at Schott Solar and SEIA also added precious data at SPI as well. (Use it, why don’t you. It’s free.)

So now, here’s some of the data presented over lunch, followed by my marketing plan suggestions for each intriguing point. Use the hell out of it and ask your CEO for a bigger marketing budget. Whatever you do, don’t let it rot. Remember, you promised.

Data Point Uno: No huge surprise here, but The Wall Street Journal and the Washington Times like solar less than I like liver, which makes me gag, BTW. In fact, their editors are basically dismissive and hostile, with the Washington Times having close to 30 negative remarks about solar in the month of August alone.

  • Solar Marketing Action Tactic: Avoid any advertising in the WSJ and WT. It’s a waste of time and money, since their readers are already poisoned to question solar as an energy source.  Cancel your subscriptions too, of course, unless you have a puppy dog that you’re still house training.
  • Second Solar Marketing Action Tactic: It’s now clear that there’s a solar media war on between coal/oil/explosion lovers and solar/breathing lovers.  Stop ignoring coal and oil in your marketing and communication messaging. Use comparisons like in my recent post here. Hit them. And hit them again. And again. (Getting people angry can be very effective. Ask Fox News.)

Data Point Deux: The planet killer media companies above like to paint solar as being too expensive, unreliable, and a waste of tax payer dollars.

  • Solar Marketing Action Tactic: First, check a calendar and make sure you’re in 2010. Apparently, these editors are still in the 1980’s. Once sure you’re in the modern world, spruce up your solar marketing and press releases with modern facts and figures, comparing the cost of solar over 25 years, its use as a peak energy cost saver for utilities, and that 19th century technology like oil and coal are getting $10 billion a year from tax payers. (Haven’t those 100 year old technologies matured yet? Gees, my mother kicked me out at 18, but I digress.)

Data Point III: While 94% of Americans love solar, just 41% think it’s affordable. First of all, duh. All my friends laugh and giggle about how cool solar is and that I’m saving the planet, yada, yada, yada, but, but, but, and they always have the “but,” they insists that it’s too expensive.

  • Solar Marketing Action Tactic: Challenge this affordability doubt. Make them doubt their doubt. Screw sale!, screw saving the planet!, and screw cash back in your marketing materials. Your new message to consumers, businesses, and utilities is PROVE IT.  Stop assuming and get a damn quote. Show case studies with real prices. Yes, this might allow your competition to underbid you, but you’re building trust by being transparent.
  • Another Solar Marketing Action Tactic: Chunk it down. Make sure you show quotes and advertising with the smaller monthly costs, not the price for the whole solar cow.  In my mind, this is essentially why solar PPAs and leases are gaining market share. You can break down 15 or 20 year costs and savings too, you know.

Data Point 4 the win: Only 19% of survey respondents accurately guessed that the fossil fuel companies get 10 billion/year in subsidies. Also:

  • 34% of responders said the government should spend all the $10 Billion on subsidizing solar.
  • 39% said we should give half of the $10 billion to solar and the other half to the dirty coal companies
  • 8% thought we should keep things the way they are.

The above means that at least 73% of U.S. wants to grab 5 billion in fossil fuel subsidies and transfer that tax funded mojo to solar. It also means that 8% are completely nuts for fossil fuel and therefore should be ignored.

  • Solar Marketing Action Tactic: Start musing in your web site blogs and other marketing materials about how easy it would be to go solar if only law makers would pass good solar policies. I’ve said it before, and I’ll say it again, and again: With Congress moving to the right for the next two years, you must, must, must be a solar advocate at the same time you’re a solar business.

Now start using that data, be creative, be entertaining, and as always, UnThink Solar.

Tor Valenza a.k.a. “Solar Fred” advises solar companies on marketing, communications, and public relations. Contact him through Unthink Solar or follow him on Twitter @SolarFred.