Dear List Members:
We are looking for information or examples of successful consumer level engagement programs that educate both retailers and consumers, and lead to a change in purchasing behaviours. The ultimate goal of the program is to create a common theme/identity for the messaging and promotion of energy efficient products and services, transform the existing marketplace, and build upon as well as increase the awareness and sales of nationally recognized programs of Energy Star or other 'premium' efficiency products.
Thanks,
Jana Belanger
Subject: Seeking Effective Strategies to Educate, Motivate And Encourage the Consumers to Purchase Energy Efficient Products as Well as Transform the Current Marketplace.
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The Consortium for Energy Efficiency (www.cee1.org ) serves as a clearinghouse of information on the dozens of efficient home product programs currently active in the US. Likewise, the Energy Star website (www.energystar.gov ) has a whole array of marketing templates and messaging for the national campaign. Often these messages and materials are customized for use at a local or regional level. Most successful EE market transformation programs share common attributes -- use of utility- or public-benefits funded incentives, upstream partnerships with manufacturers and retailers, use of prompts and other tried & true forms of retail-based marketing (e.g., in-store promotional events, cooperative marketing funds), and field services (i.e., program staff whose job it is to constantly visit retailers, educate retail staff, place point-of-purchase marketing materials, help with merchandising, etc). Any of the programs CEE tracks in its program summaries (check the ones for lighting and appliances) could be used as a model. This is definitely a well-documented program area with a relatively established history in the US, so lessons learned about what works and what doesn't are readily available. CEE and Energy Star are the first places to begin.
Good luck,
Andria L. Jacob
City of Portland
Office of Sustainable Development
721 NW 9th Ave, Suite 350
Portland, OR 97209
' 503.823.7616 7 503.823.5311
* [email protected]
...
Regarding the query about a successful consumer "engagement" program that has led to a change in purchasing behaviors, I'd suggest the sustainable seafood program inaugurated by the Monterey Bay Aquarium http://mbayaq.org/cr/seafoodwatch.asp It aims to shift the seafood buying habits of grocery shoppers and restaurant diners. This Seafood Watch wallet card campaign has been adopted by than 50 zoos and aquaria in North America, as well as many other partners. It has also spawned (pardon the expression) similar programs by other conservation groups. The aquarium staff has studied the success of the program, and I suggest you contact them for more info. http://mbayaq.org/cr/seafoodwatch.asp
Liz Forrestal
Interpretive Exhibits Coordinator
Saint Louis Zoo
One Government Drive
St. Louis, MO 63110
314-781-0900, x316
[email protected]