Sunny News About Solar Panels
In 1767, Swiss scientist Horace Benedict de Saussure harnessed the power of the sun (i.e., hot weather) to develop the first solar-powered collector. He created a solar oven that reached temperatures of 230 degrees—quite impressive for a first attempt! Today, the Solar Energy Industries Association reports that over 4.2 million homes are utilizing solar power. This number is expected to increase significantly in the coming years, with projections of reaching 16.8 million homes by 2032.
The solar energy sector also presented a valuable opportunity for an Account Executive at one of our client stations. While preparing a schedule for a local solar company, the AE made a noteworthy discovery using data from Marshall Marketing.
FROM OUR CLIENT:
“We were targeting higher income professionals and retirees. Gender and age not a real focus. As I pulled the profile against my programming, I noticed several programs that indexed very high with those considering solar panels. Prior to viewing this data, the client and I were not even considering these programs for their schedule. Both Family Feud and Big Bang Theory were indexing high on key demos the client needed. As a result, I included both programs in the proposal. It worked! The data led the client to lock in spots in these programs for the entire 3rd quarter.
The result was an increase in company awareness and lead generation! The client was amazed with the results.
Here is the bar chart that sold Family Feud to the solar company:
The AE took a significant step forward in collaborating with the client by allowing the data to direct him toward the optimal solution. The audience of Family Feud and Big Bang holds great value for the solar company. The AE employed a strategy he refers to as “reverse targeting” when utilizing data. Rather than seeking programs that align closely with a specific target audience, he analyzes the demographic and consumer traits of individual programs to assess the value of their viewers.
If certain spots on the station are not fully booked, he recommends pulling a profile of those programs. This approach helps identify the types of clients who could benefit from engaging with those viewers. Below is a consumer profile for daytime programs from one of our markets:
Each viewer holds a certain value based on who the advertiser is seeking to target. By utilizing Marshall data, you can connect the viewer with the appropriate client.
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