Do you know how the Clean Energy Act of 2009 will impact your B2B Marketing? There will be nearly $60 million in government incentives once the Congress passes this bill and President Obama signs it. Will your company be ready to take advantage of it?

1. Discovering the Value of Green Marketing for
B2B: Green and the New Administration
American Marketing Association
June 30, 2009
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2. Summary Marketing Impacts
• The Administration wants to:
– Reduce environmental impacts from energy use
– Lower energy costs
– Use alternative energy
– Create green jobs
• B2B will have incentives to reduce and shift primarily
through state, county, and city funds
• Public and governmental pressure to act more “green”
will increase, but likely paced due to high costs
• Focus communications on what company has done to
reduce energy consumption that will lower cost for them
and ultimate consumer
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3. Even in Democrat-Controlled Government,
“Green” only 8% of the Stimulus - $60B
• Tax Cuts, State Funds, Relief (Jobs and
Bailouts), Infrastructure, then “Green”
• Behind “Green” is College, Job Training,
and Research
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4. 70% of $60B going to Energy Efficiency
Efforts in Business & Low-Income
Energy Efficiency $59.5B
Federal Energy-Efficiency Grants Other Energy-Efficiency Grants Smart Electric Grid Renewable Energy Loan Guarantees
13%
37%
18%
32%
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5. H.R. 2454: The American Clean Energy and
Security Act of 2009
• Sponsored by House Members:
– Henry Waxman, California (D)
– Edward Markey, Massachusetts (D)
• Voted out of committee on May 21, 2009
• Pending votes in House & Senate
• Signature expected by President in Fall
• Contains 4 Titles:
– I – Clean Energy
– II – Energy Efficiency
– III – Reducing Global Warming Pollution
– IV – Transitioning to a Clean Energy Economy
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6. Clean Energy (Title I) is about technologies to
reduce carbon footprint; but these are costly
• Investments in Clean Coal Technology,
Electric Vehicles, Smart Grid (power),
EnergyStar Appliances, and Clean Energy
Innovation Centers
• Cap & Trade system on Carbon Emissions
• Marketing Impacts
– Rising costs for suppliers
– Expedited promotion of “clean” as a way to
reduce carbon footprint
– Energy conservation with Smart Grids and
Appliances
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7. Energy Efficiency (Title II) can reduce costs
through DOE grants/incentives
• Business to benefit most from Title II
• Lighting, appliances, and prep
equipment, transportation, & industrial
• Grants for efficiency/renewable
programs to Non-profit, City/County,
and Low-income organizations
• Marketing Impacts
– Cost-savings can be significant
– ROI payout needs to be reasonable
– Lodi Winery earns $1MM in rebates (chillers,
insulation, fermentation, and storage)
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8. Reducing Global Warming Pollution (Title III)
will regulate and provide targets
• Business leaders involved in heavy
industry, deforestation, & energy
commodities (derivatives) will be
under intense pressure to reduce
• Reductions in plan:
– 3% below 2005 by 2012
– Up to 83% below 2005 by 2050
• Marketing Impacts
– Public pressure
– Public Relations
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9. Transitioning to a Clean Energy Economy
(Title IV) provides Assistance to Change
• Rebates for energy-intensive Industrial
Sector (iron, steel, alum, cement, glass, pulp,
paper, chemicals, ceramics)
• “Complicated” calculations for petroleum
refineries
• Green jobs and training (cars & power)
• Energy tax credit for low-income
• U.S. private technology assistance and
community efforts in developing countries
• Marketing Impacts
– Enhance communications around energy use and
new technologies
– Demonstrate green job or assistance in
developing countries
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10. Summary Marketing Impacts
• The Administration wants to:
– Reduce environmental impacts from energy use
– Lower energy costs
– Use alternative energy
– Create green jobs
• B2B will have incentives to reduce and shift primarily
through state, county, and city funds
• Public and governmental pressure to act more “green”
will increase, but likely paced due to high costs
• Focus communications on what company has done to
reduce energy consumption that will lower cost for them
and ultimate consumer
10

11. Sources
• “H.R. 2454: The American Clean Energy Act of 2009: Short
Summary,” Edison Electric Institute, May 18, 2009
• “Obama’s $787 billion Economic Stimulus Plan Mapped
Out,” Financial INFOgraphics, June 2009
• “Incentives for Going Green,” Wines & Vines, June 2009
• “Overview and Impact of ARRA on Construction
Spending,” Trane
• www.energy.gov
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