• Ad-ology's Marketing Forecast, Wednesday, September 9, 2009 10:45 AM

Marketing programs for solar energy programs have to improve if consumer interest is to increase, according to a new study on the topic. The Clean Energy Group suggests messages that emphasize the financial and value benefits of renewable energy technology, reports Kathy Crosett.

Nearly 50% 0f consumers cite initial out-of-pocket costs as the main barrier to installation of solar energy. Solar companies should create educational Web sites to help consumers understand the technology and to explain the benefits of using tax credits to keep down the initial investment, the group suggests in "Smart Solar Marketing Strategies."

More companies will align their message with local celebrities and sports teams to increase awareness, the report says. Others will partner with local builders to showcase the benefits of solar technology in new homes.

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