Quick update: If you missed the earlier solar commodity posts, read Part 1 and Part 2. I still need about 10 more solar pros to fill out the survey for an even 100 responses, so please pass this link on to other solar installers. If I get to 100 responses this week, I should be able to compile and publish the results next Thursday.
This week, I wanted to share with you one surprising response rate that will not significantly change with the last 10 answers. The surprising result came out of Question 5, and has to do with trade shows.
First, to remind everyone, here’s the whole question and possible answers. Only one answer could be selected.
5. When you last purchased a solar PV panel, think about why you made that purchase. Which sentence BEST describes your main purchase reason?
a. I shopped around and the panel was the best price, regardless of brand or reputation. (Price.)
b. I’ve always purchased this brand. It has a great, reliable reputation, and worth the extra money. (Brand loyalty.)
c. I liked the sales and support I get from the manufacturer or sales rep. They make my job easier, even if the panels cost me more. (Excellent service.)
d. I trained with this brand and have just always bought it since. (Training loyalty.)
e. I based it purely on the specs/technology/information that I saw on a website or marketing materials. I compared the specs to other brands and made my decision. The price was good enough. (Product Specs/Technology.).
f. A fellow installer I trust recommended the brand. (Trusted friend referral.)
g. I saw a great demonstration at a trade show and was impressed enough to purchase.
h. The panels were made or assembled in America. (Protecting American jobs.)
i. I have never purchased or contributed to the purchase decision of a solar PV panel.
I have almost 90 responses so far, and guess how many answered g? (I saw a great trade show demonstration and was impressed.)
Zip. Nada. Nothing. The big solar donut. Not one responder believes that their last solar panel purchasing decision was significantly influenced by what they saw at a trade show.
First of all, trade shows aren’t cheap, especially if you’re renting enough floor space for a demonstration and/or hiring professional models. Second, I do see a gathering of crowds when panel manufacturers do a demo. One that sticks in my mind from Solar Power International 2009 last year was Andalay’s (now Westinghouse’s) demonstration. Held my attention and there was standing room only with 20 or 25 filled seats. Third, trade shows do work. Leads are generated that lead to sales.
Of course, one can argue that the question is at fault. A trade show may not be the purchasing motivator, but just part of the overall brand awareness. I understand that. But I figured that at least one responder would remember a great demo that made them look at the specs and eventually lead to a sale.
From my perspective, an elaborate booth or demo is successful… if it made people stop. But that’s not enough. It’s up to the educated sales and marketing people at the booth to take advantage of keeping your attention and artfully making the case for the solar product.
I know you can’t engage everyone, but I have to tell you that I passed a lot of booths at SPI 2009 and at the recent ASES show, and very few booth people tried to engage me. I saw more hands in pockets than hands reaching out to hand me a flyer. Few looked at me, smiled and asked, “Having a good show? Can I help you?”
So, perhaps the zero response for “g.” isn’t really significant here… or perhaps it is. What do you think?
Do trade show demonstrations and elaborate booths really make any lasting impression? Do tank-top wearing young models in 3 inch stiletto heels make you stop and inspect the panels or …just inspect something else? When you sit down for a free cappuccino, do you even look at a brochure, or are you really only there to rest your feet and make a phone call?
Thanks for taking the time to comment and lending your thoughts. As always, UnThink Solar.
Tor Valenza aka “Solar Fred” advises solar companies on marketing, communications, and public relations. Contact him through Unthink Solar or follow him on Twitter
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