Empower consumers to replace windows and install extra insulation

Empower consumers to replace windows and install extra insulation

Marketing of proactive improvements should be directed to both consumers and contractors.

In previous Daily Insights, we’ve noted that some 21 million homes were built in the U.S. during the boom years of 1994 to 2006, and we’ve outlined strategies to prepare for the replacement boom in appliances, HVAC systems and water heaters.

These are “reactive replacements”: When these items break, consumers are in a reactive mode: they have to replace them. Consumers are not in control and they know it. On these big-ticket “reactive replacements,” a knowledgable, reassuring contractor can help a homeowner pick an appropriate energy-efficient replacement product.

Opportunities in “proactive” investments

Retailers and manufacturers also have a different kind of marketing opportunity to encourage homeowners to make proactive investments in energy efficiency, notably:

  • Replacing leaky windows with high-efficiency ENERGY STAR windows
  • Adding caulking or weather stripping
  • Installing extra insulation
  • Buying higher-efficiency ENERGY STAR refrigerators, freezers or dishwashers

When homeowners are thinking about making proactive improvements, they are in an empowered state of mind.

Our research shows that when homeowners have specific improvements on their radar screens, they are willing to research and learn about them – usually online.  And while about half are DIY’ers, the other half rely upon contractor recommendations.

For these reasons, marketing directed at homeowners can be even more effective if it is backed up by well-informed nudges from contractors.  It’s important to utilize both BtoC and BtoB marketing activities – particularly online tools that offer improvement prioritization help, comparative product information, installation instruction and a network of knowledgeable contractors who can do the work.



Posted on

August 8, 2013

About the Author

Jim Lyza

Jim Lyza

Jim is a former contributor to Shelton Insights.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Courtnay Hamachek

VP Operations

Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.

Aaron Crecy

Digital Marketing Director

Aaron is responsible for planning, executing and measuring digital marketing strategies for Shelton Group and our clients, with an emphasis on inbound, content, SEO, social media, email and paid initiatives. He constantly researches and explores new tactics and strategies to improve digital campaign performance and results.

Aaron brings to the table more than 20 years of marketing leadership experience with premium consumer-facing brands. He came to Shelton Group by way of Malibu Boats, where, as Director of Global Marketing, he oversaw strategic marketing planning and execution for multiple product lines, with specific emphasis on social media and digital. Prior to that, he served as CMO for a leading daily fantasy sports operator, guiding it from startup to the industry’s third-ranked site.

Scot Case

Senior Consultant

A sustainability strategy consultant since 1993, Scot has served as non-profit leader, as a partner in an environmental marketing firm that he grew and sold, and as an executive in a multi-billion-dollar, international company. He has published dozens of articles and case studies, was co-author of the original “Sins of Greenwashing” study, testified before Congress, and been quoted on NPR, Good Morning America, CNN, The New York Times, Business Week, and the Wall Street Journal. Scot was also highlighted in an Emmy award-winning documentary on sustainable purchasing.

Casey Ward

VP Account Services

Casey manages our relationships, growth and development with a specific group of clients that includes Environmental Defense Fund, Cotton LEADS and CertainTeed Insulation. She provides leadership and support for the account team members who manage the day-to-day processes for these clients. She contributes to strategic direction for each client and guides our creative efforts to ensure everything we do builds toward meeting – or exceeding – the client’s goals. Her ability to simultaneously see the big picture and pay close attention to the details helps her champion her clients’ needs and identify new growth opportunities for them.