Portfolio: Shelton Group Client Case Studies
BP Solar
Interactive
LISTEN
Client Objective: Keep inventory moving and become the number-one choice among both residential and commercial solar panel buyers.
Mainstream Consumer Insight: Though conservation and preserving the environment for future generations is very important to the future buyer, it’s not the true purchase driver. Both residential and commercial targets of BP Solar have the same underlying motivation—a desire for a sense of control and empowerment.
SPEAK
Solution: We positioned buying BP Solar systems as a way to take action and control of one’s energy future with the tagline of “Today I will.”
Results: An e-mail blast to the “lost” sales list resulted in a 12% response, and the effort to dealers resulted in 40 new dealers trained and selling the product. Follow-up research shows that BP Solar owners are happier with their purchase, on average, than other solar buyers and are more likely to have already recommended BP Solar to others. Unaided recall of brand rose from 16% for new solar homebuyers and 19% for retrofit buyers to 21.4% overall.