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A Strategic Simulation Briefing Book - HDF: Housing Development ...

A Strategic Simulation Briefing Book - HDF: Housing Development ...

58 SUMMARY OF LESSONS

58 SUMMARY OF LESSONS LEARNED in marketing “Driving Demand” Report • Language is powerful – avoid words like “RETROFIT” and “AUDIT.” Use specific, vivid examples, personalize material, frame statements in terms of loss rather than gain, and induce a public commitment from homeowners. • Contractors are program ambassadors – the public face and primary sales force. WORK CLOSELY WITH CONTRACTORS. Avoid poor first impressions or shoddy work by contractors which can reflect poorly on the program. • One touch is not enough – The majority of people need to be exposed to a product message at least three times before they buy into it. Need a LAYERED MARKETING AND OUTREACH APPROACH that achieves multiple touches on potential participants. Source: Merrian Fuller et. al., “Driving Demand for Home Energy Improvements”

59 SUMMARY OF LESSONS LEARNED in program design “Driving Demand” Report • Make it easy, make it fast: offer seamless, streamlined services that give people fewer reasons to decide against home improvements • Contractors should be full partners – it is imperative to design a program that contractors want to sell, and convince them that the opportunity is worth the time and money to get the appropriate training and equipment • Rebates, financing and other incentives do matter. They can be extremely important to get a program off the ground. Source: Merrian Fuller et. al., “Driving Demand for Home Energy Improvements”

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