I was thinking about marketing tonight. Actually, I think about marketing a lot of the time - but anyway...

I was thinking about how some companies really get it and some just don't. Some companies are lucky enough to be in a well defined space, where it is clear how to market your products, and some are in a new technology or in cross-over or emerging markets and just can't find the right message.

I am thinking about this because I applied for a job at a company that makes solar panels, and I was perusing their website to get more info about their products, markets, etc. After spending a little time navigating their site, I really hope they will talk to me about working there. I really think I could help. Really.

Maybe I have it all wrong. Maybe they are not interested in selling product - just telling people about how cool their technology is and how they make it well. Maybe that is enough to get people to buy these expensive solar panels. Maybe I'm in the minority to think that the best way to sell something like residential and commercial solar panels is to show how someone can be environmentally friendly while not spending their life savings or corporate profits. Perhaps I am alone in thinking that making a financial case to show home owners, contractors, businesses, etc. that it is actually a cost effective move, would be a good marketing strategy. What do I know?

Well, actually, I know quite a bit. I know that new technology, no matter how 'cool' it is, is hard to adopt when it is expensive and has long term implications. I know that even when you want to do the right thing for the environment, you are often only willing to spend a limited amount to do it. I also know that it is hard to buy something when you don't really understand how it works. So, if I were marketing solar panels, I would suggest including this kind of information on the website. Examples of energy cost savings and payback time for the initial outlay. Explanations of how solar ties into your home or business electrical system to keep you 'off grid' so to speak. I would educate and enlighten - and then pitch "now that you know you want it, buy from us because we make it better..."

Anyway, what do I know?!