In a challenging / uncertain market, it’s always nice to have customers who publicly commit to spending money. We’re not talking about commercial or residential projects, but renovation opportunities.
An aspect of the market that continues to provide opportunities is the energy efficiency market. This market also can go under the moniker of “sustainability initiatives.”
“Going green” is being replaced by the term “sustainability” as a reason for “going green.” Recently we’ve spoken to a number of companies that have asked, or told us,:
- Our company has a sustainability initiative / committee, how can we (marketing department) support this (read: become more “green”)
- “The CEO of a customer recently announced, to the investment community, they have a sustainability initiative to become more energy efficient, reduce costs and control greenhouse emissions (future cap and trade issues). Then the CEO realized that all of their PAR lamps in their boardroom and on the executive floor were non-energy efficient. They want to change 175 PARs to dimmable LEDs … by Monday (less than 1 week). Then they want to expand the initiative
- Or consider a recent CNBC series on sustainability, which you can see at www.sustainability.cnbc.com. In the Empire State Building case study, there is a quote that essentially says that companies that don’t address energy efficiency have an “off balance sheet liability.”
Additionally, two distributors sent us their new “energy” websites:
Which means that they are seeing business from green.
We’ve been helping distributors develop, and market, their green initiatives, but if you are looking for a lead for your sales organization, make sure you subscribe to all of your local market newspapers and have someone look for sustainability announcements (or set a Google Alert for end-user customers in your market). Then call on those customers … and the names in the press release or their facility maintenance personnel. If they say it in the media (and to their investors), it means that they have allocated monies for the initiative.
How are you pursuing energy efficiency / sustainability initiatives?
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