Chad Garret (fellow E Source Manager) and I had our paper on Best Practices in Energy Efficiency Advertisements selected by AESP (Association of Energy Service Professionals) for presentation at their 2010 National Conference in Tuscon, AZ. We are excited to be part of this 20th anniversary event and look forward to presenting on our analysis of over 60 utility energy efficiency print ads from across North America.
For our talk, we will look at the positive and negative characteristics of both the most popular ads, as well as those that didn't garner the same attention. We will break down commonalities, differences, effective ad elements and structures worthy of consideration for 2010. Hopefully, we will be able to provide some useful insights during this particularly important window of increased attention and funding for Demand Side Management (DSM) programs. Tens of millions of dollars are spent on EE advertising and this is only going to increase as efficiency is increasingly viewed as a critical resource in meeting future energy demand. I will post conclusions after we present in February!
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