ENERGY STAR Labeled Ceiling Fans Partner Meeting Update June 24, 2002 - PowerPoint PPT Presentation

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ENERGY STAR Labeled Ceiling Fans Partner Meeting Update June 24, 2002

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ENERGY STAR Labeled Ceiling Fans Partner Meeting Update June 24, 2002 – PowerPoint PPT presentation

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Title: ENERGY STAR Labeled Ceiling Fans Partner Meeting Update June 24, 2002


1
ENERGY STAR Labeled Ceiling FansPartner Meeting
UpdateJune 24, 2002
2
ENERGY STAR qualified fans
  • Success to Date
  • Inventory
  • Marketing/Promotional Activities
  • REPS/Utility Promotion
  • First year challenges
  • 2002/2003 Look Ahead
  • New Specification
  • New Channel

3
ENERGY STAR qualified fans
  • 20 participating partners to-date
  • 40 base models, 100 different finishes
  • 9 with integral energy-efficient lighting
  • Hampton Bay (Air Cool/King of Fans)
  • Westinghouse/Angelo Bros.
  • Modern Fan
  • 7 fan light kits
  • Hunter
  • Commercial Electric

4
ENERGY STAR qualified fans
  • Stock in national home improvement retailers
    (Home Depot, Lowes)
  • Hampton Bay, Harbor Breeze, Hunter, Commercial
    Electric
  • Stock in lighting showrooms
  • Casablanca, Hunter, Craftmade, others
  • ALA partnership with ENERGY STAR

5
ENERGY STAR qualified fans
  • Inventory - 2003
  • Hardware Stores
  • ACE
  • True Value (partner)
  • Other national retailers
  • Costco (partner)
  • Target (not a partner)
  • Independent/Regional retailers?
  • Areas with utility activity
  • MW Menards

6
ENERGY STAR Retail Partners
  • Commit to delivering product(s) to consumer
    channel
  • POP/marketing displays
  • ES product promotion linkages
  • Fulfillment place for utility rebates/incentives

7
ENERGY STAR Marketing Activities
  • Web Site
  • Promotions
  • Manufacturers
  • Retailers/Showrooms
  • Utility Work

8
ENERGY STAR Web Site
  • www.energystar.gov

9
ENERGY STAR Web Site
  • www.energystar.gov/products

10
ENERGY STAR Web Site
  • Ceiling fan section of product page

11
ENERGY STAR Web Site
  • Ceiling fan section of product pages
  • Manufacturer/Partner list
  • QP lists
  • Product efficiency criteria
  • Store locator

12
ENERGY STAR Web Site
  • Web hits - Up 145 since April 2001
    (150,000/Month)
  • Web Site Plans - 2002/2003
  • Complete redesign -- to be launched December 2002
  • Improved shopping tool revamped savings
    calculators
  • Online partner servicing area - including
    automated product information submittal

13
Promotions Cool Change
  • Increase awareness of the benefits of ENERGY STAR
    labeled cooling equipment and products among
    consumers, manufacturers, retailers, and
    utilities
  • Central air conditioners (CAC), heat pumps, room
    air conditioners (RAC), dehumidifiers, ceiling
    fans, and programmable thermostats
  • Increase sales of ENERGY STAR labeled cooling
    equipment/products
  • Educate consumers and HVAC industry about
    importance of system approach to equipment
    replacement/upgrades

14
Promotions Cool Change
  • Call-to-Action
  • Now is the time to evaluate your cooling needs
    for summer
  • Make a cool change. Replace or upgrade with
    ENERGY STAR to increase your homes comfort while
    saving energy, money and helping to protect the
    environment

15
Promotions Cool Change
  • Elements
  • Unified Call-to-Action
  • Consumer Education Guide
  • Marketing templates on CD-ROM
  • Web landing page
  • HVAC contractor tool
  • Retailer sales training materials
  • ENERGY STAR media activities
  • Media toolkit and support for participating
    partners

16
Promotions Cool Change
  • Consumer Education Guide
  • 5,000 downloads (April-May)
  • Co-branded CA Flex Your Power, WI

17
Promotions Cool Change
  • Marketing Templates
  • Consistent look feel customizable
  • 4 and 2 color
  • Example product hang tag

18
Promotions Cool Change
  • Retail Materials
  • Sales training pocket cards, posters, banners,
    hang tags

19
Promotions Cool Change
  • Natural for your products with summer timing
  • Planning for 2003
  • Many manufacturers participating but what are
    you doing?
  • Lamps Plus
  • What can YOU do

20
Promotions Change A Light (CAL)
  • Fall lighting campaign encouraging Americans to
    replace a light in their home with an ENERGY STAR
    labeled lighting product.
  • Umbrella promotion for partners to tailor to
    meet individual goals, regionally and nationally.

21
Promotions CAL
  • Goals
  • Increase sales and market share
  • Increase visibility and consistency of E
  • Eliminate barriers to first-time trial
  • Encourage long-term partnerships
  • Recognize partners commitment
  • Educate consumers about E

22
CAL Marketing Goals
  • Product Sales Trajectory

Permanent Sales, Rather Than Short Term Sales
23
Examples
  • Increases in Retail SKUs
  • New Products in Retail Showrooms
  • Permanent Retail Display Areas
  • Ongoing Training in Lighting Departments

24
Promotions CAL
  • ENERGY STAR
  • Facilitates CAL Campaign
  • Marketing and media templates and tools
  • National media tactics
  • Partner matchmaking for promotions media
  • Informational Web site w/Special Deals Finder
  • Outreach to 3rd party organizations CEE, ALA,
    environmental groups, etc.

25
Promotions CAL
  • Retailers and Manufacturers
  • Take CAL on as own campaign
  • Ensure E products properly labeled
  • Educate sales staff
  • Work with regional partners
  • Offer national incentives
  • NOTE suggested roles participation is
    voluntary and flexible

26
Promotions CAL
  • All Partners
  • Drive consumers to participating stores
  • Use national campaign templates
  • Send to energystar.gov hotline
  • Use promotional graphic as is

27
Promotions CAL
  • REPS (regional programs)
  • Work w/partners on joint promotions
  • CAL co-op offerings using natl look
  • Radio, print, TV, POP
  • At- or in-store special events
  • Offer incentives on E lighting
  • Media outreach
  • CAL bill stuffer
  • Run CAL radio, newspaper, TV ads

28
Promotions CAL
Header Text Change the world. Start here.
Subtext Changing the world starts with simple
actions. Replace a light in your home with an
ENERGY STAR labeled lighting product and save
energy, money and help the environment. Change a
Light, Change the World with ENERGY STAR and
partner.
29
Promotions CAL
  • Elements
  • Unified Call-to-Action
  • Consumer Lighting Guide
  • Marketing templates on CD-ROM
  • Web landing page
  • Retailer sales training materials
  • ENERGY STAR media activities
  • Media toolkit and support for participating
    partners

30
Promotions CAL
  • Summary
  • Extend your product sales through fall/winter
    2003?
  • Consumer education about fan use and
    heating/comfort effects
  • Importance of e-e fan lighting
  • Sign up!
  • Casablanca
  • Craftmade

31
Promotions CAL
  • Ideas for manufacturer participation
  • Incorporate Change a Light into your Web site and
    link to www.energystar.gov, sending consumers to
    the ENERGY STAR hotline (1-888-STAR-YES)
  • Offer a special deal on your ENERGY STAR
    qualified products, such as a mail-in coupon or
    instant rebate
  • Run a national/regional TV, print or radio ad
    showing your customers that you're part of a
    national campaign encouraging every American to
    start changing their world by making their next
    lighting replacement an ENERGY STAR

32
Promotions CAL
  • Work with regional programs and ENERGY STAR at
    EPA to provide messages to mayors across the
    country.
  • Donate products for the regional programs to
    distribute to the mayors and attribute to your
    company...either through a press release or press
    event

33
ENERGY STAR Marketing
  • Data Collection
  • ENERGY STAR RSL
  • Mystery Shopping
  • POP/POS check
  • Shelf/label inventory
  • CA ceiling fan study
  • CA IOUs
  • 100 fans state-wide
  • Fan vs. lighting run-time
  • Heating/Cooling energy savings with proper fan
    use

34
Sales/Marketing Manufactures
  • Advertising

35
Sales/Marketing Manufactures
  • Advertising

36
Sales/Marketing Manufactures
  • Sales training Presentations
  • Craftmade
  • Lamps Plus

37
Sales/Marketing Manufactures
  • Customer Promotion

38
Sales/Marketing Retailers
  • Advertising

39
Sales/Marketing Retailers
  • POP/POS

40
Sales/Marketing Showrooms
  • American Lighting Association (ALA) signed
    Partnership Agreement (9/01)
  • Strong educational component
  • Showrooms access ENERGY STAR through ALA
  • ALA has agreed to
  • Incorporate ENERGY STAR message into training
    materials
  • Facilitate ENERGY STAR training when needed
  • Promote ENERGY STAR in member communications
    (e.g., faxes and newsletter Lightrays)

41
Sales/Marketing Showrooms
  • Goal get the ENERGY STAR message out to
    showrooms and manufacturers
  • Increase inventory through awareness
  • Improve energy-efficient designs
  • Share information industry coordination between
    CEE, EPA, and ALA
  • Participate in national ENERGY STAR campaigns by
    signing through ALA
  • Showrooms listed on ENERGY STAR store locator
  • Showroom representation to ENERGY STAR

42
Sales/Marketing Showrooms
  • Specific activities
  • Cool Change promotion
  • Member faxes/article in Lightrays
  • ENERGY STAR material included in ALA seminars at
    Dallas Market
  • Showroom Self-Training Guide
  • Post ENERGY STAR information on ALA Web site
    (fall 2002)
  • Change-A-Light promotion
  • Member faxes/article in Lightrays

43
Sales/Marketing Logo Use
  • Web site
  • Advertising
  • Product literature/user manuals
  • Product packaging
  • Fan performance label

44
2002 REPS/Utility Programs
  • Utility perspective ceiling fans attractive to
    promote because
  • Some trackable savings popularity of product
    worth a try
  • Cool Change available as a promotion vehicle
  • In areas already actively promoting appliances
    and lighting (NE region, NW region, Wisconsin,
    California), ceiling fans were relatively easy to
    add to menu of ENERGY STAR products

45
2002 REPS/Utility Programs
  • WI WI Focus on Energy
  • Ceiling fans with lighting
  • April - December 2002
  • Mail-in rebate 15/fan

46
2002 REPS/Utility Programs
  • CA Flex Your Power program
  • CA Energy Commission (CEC), Public Utilities
    Commission, Dept. of Consumer Affairs, Tech.,
    Trade and Commerce Agency
  • Energy efficiency for variety of sectors
  • Ceiling fans
  • TV, radio, newspaper ads (May 02)
  • Upstream rebates

47
REPS/Utility Promotion
  • City of Anaheim Public Utilities
  • Ceiling fans with or without lighting
  • April 02 - June 03
  • Mail-in rebate 50/fan
  • CT Light and Power
  • Ceiling fans with lighting
  • April - August 02
  • Dollar incentive 10/fan

48
REPS/Utility Promotion
  • Efficiency Vermont
  • Ceiling fans with lighting, w/o lighting, and
    light kits only
  • June - December 02
  • Fan only until July 02
  • Rebate 15/fan and light kit only 30/fan
    w/lighting
  • Narragansett Electric (RI)
  • Ceiling fans with lighting
  • April - August 02
  • Rebate 15/fan
  • United Illuminating
  • NEEP (had note about them, check archives on
    this)

49
REPS/Utility Promotion
  • NSTAR (MA)
  • Ceiling fans with lighting
  • April - August 02
  • Rebate 15/fan w/lighting
  • United Illuminating (MA)
  • Ceiling fans with lighting and light kits only
  • April - August 02
  • Rebate 10/fan w/lighting 3 fan light kits

50
REPS/Utility Promotion
  • NEEA
  • Co-op ads
  • Bill Stuffer
  • Web site
  • POP
  • Training

51
REPS/Utility Promotion
  • 2002 programs summary
  • Too soon to tell
  • Sales data in regions key
  • Key Issues
  • Units must attain kWh savings -- focus on ceiling
    fans with lights
  • 2003 Look ahead
  • extension of current programs
  • Recruiting utilities in SW, SE

52
Sales/MarketingSummary
  • Increase inventory/fans w/lighting
  • Communicate with retailers often
  • Education/training for staff
  • Use ENERGY STAR logo and performance label
  • Participate in EPA promotions
  • Feedback/Requests

53
First Year Challenges
  • Mislabeling - materials
  • Utility outreach with small fan inventory and
    even smaller inventory with lighting
  • Clear guidance on testing process
  • Others?

54
2002/2003 Look Ahead
  • New Specification
  • Focus on product in showrooms
  • ALA partnership
  • Additional retailers
  • Fans and new construction
  • Linkage with Homes program
  • Home builder outreach
  • Data, data, data
  • Fan usage, lighting usage
  • Fan household penetration

55
Additional Information
  • EPA Kate Lewis (marketing)
  • 202-564-3531
  • lewis.kate_at_epa.gov
  • EPA Andrew Fanara (technical)
  • 202-564-9019
  • fanara.andrew_at_epa.gov
  • ICF Rebecca Miller (both)
  • 202-862-1266
  • rmiller_at_icfconsulting.com
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