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Marketing Campaign

Germany: Today’s System Suppliers Wary of Fixed-Price Marketing Campaigns

Submitted by Baerbel Epp on August 8, 2016
Sonnenkraft Advertising 2005 and 2015The German solar thermal market is still stuck in recession. Although incentives are higher than they have ever been, demand has not really picked up over the first five months of this year, according to the market statistics by the two associations BSW Solar and BDH. The total collector area sold until the end of May was again down by 5.3 % compared to the previous year, although vacuum tubes have been more strongly affected by the slump (-18 %) than flat plate collectors (-4 %). Installers are viewed as the bottleneck in the supply chain and an increasing number of solar thermal suppliers have run advert campaigns to try and reach end customers on their own. Solarthermalworld.org has already reported on the new end-customer sales strategies employed by Thermondo. This article describes how the campaigns of another German system supplier, Sonnenkraft, have changed over the years. The image depicts an advertisement for the campaign from 2005 (left) and one from 2015 (right).
Image: Sonnenkraft
 

USA: Solar Heating and Cooling Gets Less Attention

Submitted by Baerbel Epp on September 30, 2012

The US-American solar heating and cooling industry has been receiving significantly less attention than solar electricity technologies. An example of that is the webpage “My Solar Job”, which gathers profiles of people who have worked in the solar industry in the States since June 2012. So far, 148 US-Americans have posted a picture which shows them working with solar technology. Only a few of them are actually from the solar heating and cooling industry, whereas the majority works in the photovoltaic business.
http://mysolarjob.tumblr.com/

USA: More Incentives and Marketing in California

Submitted by Baerbel Epp on August 21, 2012

Demand for the California Solar Initiative (CSI) – Thermal Program is still below expectations. The second quarter of 2012 saw a mere 61 residential applications, as well as 40 applications for multi-family and commercial buildings submitted (see the attached report). Only the new section “multi-family houses for low-income families”, which was launched in March this year, had a good start and has already resulted in 67 applications in the second quarter of 2012. This is because the incentive level has been set to 150 % of the general programme’s incentive level.

Germany: Haier’s Loss Leader Strategy

Submitted by Baerbel Epp on April 27, 2012

 Haier in Nuernberg at IFH Internationally operating Haier Group, the world’s fourth largest appliance manufacturer, has caused quite a stir prior to the IFH/Intherm (Trade Fair for Sanitation, Heating, Air Conditioning, Renewable Energies ), which took place in Nuremberg, Germany, at the beginning of April. The fax that the Chinese group’s German sales office, Haier Deutschland GmbH, had sent to plumbers and distributors in Southern Germany showed a bargain price of 666 Euros for an entire solar thermal hot water system.
Photo: Matthias Hüttmann

Ukraine: “A Collector is trendy and shows a certain Lifestyle”

Submitted by Baerbel Epp on August 19, 2011

Map of Ukraine” With an estimated market volume of 10,000 m2 in 2009, the solar thermal market in the Ukraine is still in its infancy. The two main customer groups are the new middle class and the tourism sector. By interviewing local collector manufacturers, German agency solrico analysed the potential of the Ukraine and its barriers to market development. The map shows the sites of the solar thermal manufacturers that took part in the survey.
Map: German Energy Agency 2009

Mexico: Vacuum tubes in 48 % of residential Solar Water Heaters

Submitted by Baerbel Epp on August 31, 2010

 marketing campaign for solar hot water systems” The marketing campaign for solar hot water systems in the residential sector in Mexico, Procalsol (2007 to 2012), bore fruit: According to the annual market statistics of the National Association of Solar Energy (ANES), the newly installed collector area in households almost tripled from 53,183 m2 in 2008 to 132,934 m2 last year.

Solarge: Province of Turin

Submitted by Amr Hai on October 8, 2008

The Province of Turin implemented a promotion campaign for large-scale solar thermal plants between 2003 and 2006. The campaign addressed both, investors and technicians, thus enhancing local know-how establishment. Through a call for tenders three buildings were chosen for the installation of large scale solar plants. The Province of Turin provided a co-financing of the systems, as well as scientific support to the investors: a training course about large-scale solar thermal systems took place in 2003 and was attended, among others, by the planners of the three systems chosen within the call. These planners were then supported in the design of the plant and in choosing the best components. The scientific support was provided during the installation, too. Finally, a one-year monitoring was carried out. The three systems are currently in operation. The outcomes of the projects were disseminated towards Public Administrations, technicians and citizens through the Province’s website, brochures and conventions.

Source:http://www.solarge.org/index.php?id=1524&no_cache=1

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