In a discussion about the marketing of sustainable energy - think wind, waves, and heat - the topic of justification came up. There was a strong push for facts and figures in whatever tactic was used so that the return on investment could be easily shown.
While this is often a B2B or B2G (gov’t decision) the reasons people buy are the same as with consumer products - they buy because they trust you, believe you will solve their need, and they like you. These are all emotional triggers. Once we’ve made the decision, only then will we defend it with logic.
Marketing must satisfy both the emotional and rational aspects of a decision. Like the human brain both sides must be engaged in execution. So while energy is bought and sold based on a blended kWh pricing model, the decision to do so most likely had to do with trust and the aspirations created with breezes, surf and geysers.
Tags: marketing strategy