Marketing advanced energy
According to one national source, more than $70 billion of the $787 billion in stimulus funds authorized through the American Recovery and Reinvestment Act has been set aside for advanced energy projects, which covers everything from home weatherization efforts to wind turbines, solar panels, solar water heating systems and more.
The trend toward energy efficiency is creating opportunities for makers of energy efficient products and companies that supply advanced technologies to the automotive and power generation markets. With the help of increased government incentives, consumers will demand more power from advanced energy sources, such as wind farms, solar panels and fuel cells.
Although a substantial amount of these dollars is going toward R&D, the time will come when marketing takes a more center stage role in the advanced energy sector. Communications disciplines like public relations, website development and social media will play an important role in the coming years once advanced energy startups get through the recession.
Dollars well-spent on marketing will pay off in increased brand awareness, greater consumer acceptance and positive growth for any company in advanced energy.