Transcript (bulb) market is very different than the fixture market. Utility and

Marketing ENERGY STAR®
Qualified Fixtures
Paul Vrabel, LC
Director, Energy Efficient Products
General Marketing Tips
Know that the lamp (bulb) market is very
different than the fixture market.
– Utility and government programs need to address the
differences in these markets with unique fixture
programs
Seeing is believing
– Displays are essential to overcome misconceptions
Educate on advanced technology and cost
– Consumers are preconditioned that lighting should be
cheap/inexpensive
– Need to understand the added features and benefits for
the cost
Marketing at Showrooms
Marketing for Builders
Marketing at Home Centers
Key Message
Seeing is Believing
It’s Remarkable
How Beautiful
Energy Efficient
Lighting Has
Become!
Hang Tags to Show
Collections
Full Collections for the Home
Create Informational Posters
Draw Attention with Posters
(6X24)
(12X48)
WINDOW CLING
(3x4) or (6X8)
A(18x52)
Support Materials
ESTAR SELLING TIPS HANGTAG
$.15 COST OF LIGHT HANGTAG
$.10 COST OF LIGHT HANGTAG
Marketing at Showrooms
Marketing for Builders
Marketing at Home Centers
Builders Need Options
800+ Energy Efficient
Products
500+ ENERGY STAR
Fixtures and Ceiling
Fans
11 Indoor Collections
10 Outdoor Collections
Sales, Marketing and
Technical Information
Use the catalog as a resource and training guide.
Show the Whole House
Solution
For Every Room of the House
Show the Variety of Styles
Sales Tools to
Educate Staff and Customers
BUILDER BROCHURE
(bi-fold)
CONSUMER (ENGLISH)
ESTAR TRI-FOLD
ENERGY EFFICIENT CATALOG
CONSUMER
(SPANISH) ESTAR TRI-FOLD
Marketing at Showrooms
Marketing for Builders
Marketing at Home Centers
Create a Quick Impression
Display ENERGY STAR Product
Simple but Effective Point-of-Purchase Materials
Show:
– Energy Cost Savings
– Long Life
– Environmental Benefit
Quick and Easy to Understand Materials for Sales
Staff
Silent Sales People –
Hang Tags
$.15 COST OF LIGHT HANGTAG
$.10 COST OF LIGHT HANGTAG
Sales Staff Cards
ESTAR SELLING TIPS HANGTAG
$.15 COST OF LIGHT HANGTAG
$.10 COST OF LIGHT HANGTAG
Questions?
PARTNER OF THE YEAR
2004, 2005, 2007, 2008
Thank You
From Future Generations