Over view of 4 alternative strategies to involve stakeholders in promoting and implementing energy saving solutions

1. The
political
marketing
of
energy
saving
solutions
Some
thoughts
10
February
2010

2. Problem
There
is
a,
seemingly
unbridgeable,
gap
between
supply
of
energy
saving
products
and
market
demand
2

3. Reasons
for
this
gap
Many
stakeholders….
• City
Council
• Civic
servants
• Constructors
• Engineers
• Environmental
agencies
• Housing
corporaCons
• Real
estate
developers
…
with
varied,
some7mes
conflic7ng
interests
• Energy
saving
• ElecCons
coming
up
• Financial
gain
(revenue)
• Financial
savings
(budget)
• Public
opinion
• Quality
of
construcCon
vs.
price
• Cost
of
buying
vs.
cost
of
ownership
3

4. Result
• Every
stakeholder
is
‘fighCng’
for
his
own
interest
– No
interest
in
/
knowledge
of
other
stakeholders
– “My
loss
is
your
gain”
• No
real
joint
efforts
to
tackle
the
real
issues
Leading
to…..
4

5. Tunnel
vision
Sub-­‐opCmal
soluCons
for
the
really
big
issues
Not
effecCve
enough
&
very
costly
5

6. Solutions…..?
6

7. Various
options
• Lead
the
opinions
– Take
control
of
public
opinion
• Fight
the
resistance
– Keep
pushing
the
benefits
of
your
products,
in
the
end
someone
might
pay
aWenCon
• Be
a
temporary
poliCcian
– Influence
the
mindset
of
the
various
stakeholders
• Walk
away
– Focus
on
other
business
7

8. Lead
the
opinions
• Take
control
of
public
opinion
• Pro:
re-­‐enforces
market
leadership
of
Thermaflex
• Con:
invest
now
(money/people)
with
uncertain
benefits
in
future
• To
do
– Define
opinion
– IdenCfy
stakeholders
(decision
makers
and
decision
influencers)
– IniCate
frequent
meeCngs
focussing
on
content
and
issues
– Develop
relaConship
build
on
trust
and
experCse
– Offer
‘proof
of
concept’
at
every
stage
8

9. Fight
the
resistance
• Keep
pushing
the
benefits
of
your
products
• SomeCme,
someone
might
pay
aWenCon
• Pro:
use
your
strengths
• Con:
demands
lots
of
energy
and
perseverance
• To
do
– Choose
your
baWles
– Find
best
‘weapons’
– Keep
going
!!!
9

10. Be
a
temporary
politician
• Influence
the
mindset
of
the
various
stakeholders
• Pro:
every
stakeholder
is
involved,
lots
of
useful
informaCon
• Con:
based
on
your
company’s
strengths…?
• To
do
– IdenCfy
stakeholders
&
interest
– Develop
coaliCons
– Collect
all
relevant
informaCon
– Influence
public
opinion
– Bring
stakeholders
together
– Define
“what’s
in
it
for
them?”
10

11. Walk
away
• Focus
on
other
business
and
other
markets
• Pro:
not
very
demanding
• Con:
undermines
your
mission
as
market
leader…?
• To
do
– IdenCfy
other
opportuniCes
– Inform
you
company
&
board
of
your
‘new’
strategic
direcCon
11

12. Solutions
are
easy
to
deDine
…
…
but
much
harder
to
put
into
pracCce
Assistance
is
just
a
away…..
12

13. Voor
meer
details
of
vragen
13
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dirk@kyboko.nl"
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"Dirk Heuff
@kyboko"
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