Grazing on Green

The interest in green / energy efficiency continues and what started as a trend appears to be turning into a full-fledged opportunity for those who are willing to commit resources to pursue this market. Over the past week or so we’ve seen / heard:

• Hubbell Lighting has launched an informational website, Greenwise, which should not be confused with www.greenwisehome.com, which is a web resource for homebuyers, homeowners, builders and renovators who want to incorporate green features, into home construction or renovation. While the Hubbell website is an admirable effort to educate, it is a little light on information.
• Electrical Wholesaling’s G-Biz e-newsletter epitomizes the interest in energy efficiency with over 63,000 subscribers. G-Biz goes to contractors and distributors. Seems like a good place for manufacturers, and possibly national distributors, to advertise.
• During contractor meetings last week, many exhibited some knowledge about LEED and expressed interest in becoming certified, but most didn’t understand or know what LEED is, although all had heard of it. None knew of any distributors who had LEED certified personnel. All mentioned that some of their customers have expressed something about energy efficiency.
• Coupled with a lack of knowledge about LEED, there was less knowledge about EPAct2005 (and the fact that it was recently extended, with some elements extended until 2016 (click here to read the bill)).
• Some of the contractors interviewed expressed a desire for distributors to be more knowledgeable about lighting and offer qualified lighting designers. Interested distributors should consider joining NAILD to enroll their people in this association’s lighting specialist programs to increase their base knowledge. Increased knowledge should generate increased sales.
• While contractors expressed some interest in wind and solar, it appears the level of interest is directly proportional to geographic area and whether licensing is required for installation services.

With markets tightening, the energy market may be one of the few bright spots in 2009, especially since projects, and products, can be sold based upon their financial rationale … defined paybacks can be provided to the customer.

Are you actively pursuing this market or passively waiting for your customers to ask you to quote a lighting / energy efficiency project? Being on the front end can help you capture share and maximize profits. Passive participation will generate passive performance.

This is a trend with legs.