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Grassroots & Word of Mouth Marketing. Wednesday September 22 nd , 2010 12pm EST / 9am PST.

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Grassroots & Word of Mouth Marketing

Wednesday September 22nd, 2010

12pm EST / 9am PST

Lists current employment opportunities in all aspects of the Home Performance industry, including openings for energy auditors, field technicians and administrative staff. There is no charge for job seekers to view listings or post profiles and resumes.

To register, visit:

Employers who wish to post job openings must be current members of Efficiency First

Member Benefits


  • 2011 ACI Conference Discount: $150 off the regular attendee registration fee and $50 off the early-bird registration

  • Electric and Gas Industries Association: Free first-year membership, including discounts on business insurance, employee benefits, payroll processing and collections and debt recovery

  • A 3% discount off the best price for all products online, and other benefits like added rewards points and invitations to private sale days

  • Energy Conservation Institute: 5% off MSRP prices for tools and equipment and 10% off prices for hands-on training courses

  • Right Brain Branding: Complimentary Web site performance review

  • Web Referral Service: 50% discount on activation fees

  • Give Something Back: Office supplies with prices 5-15% lower than the national chains.

  • Home Energy Magazine: 20% discount

  • Green Builder Magazine:10% discount

Growing the Industry in all 50 states

  • Please join us on a conference call tomorrow, 09/23/10

    • We will discuss the work Efficiency First is doing at the state and regional levels around the country, share some thoughts about ways to increase local efforts and ask for your ideas and feedback.

    • When: September 23rd @ 12noon eastern/ 9am pacific

    • Where: Call Number: 712-432-0075, Access Code: 260284#

In order to create a strong industry and be successful we need to build everywhere.

To RSVP follow this link:

Join the HOME STAR Coalition

If you have not already joined the HOME STAR coalition please take a few moments to do so:

Tim Pedersen  |  President & Creative DirectorRight Brain Branding Consultants

Grassroots Marketing for Maximum Results


Grown from the soil of people's hard necessities

The Father of Guerilla Marketing

  • Jay Conrad Levinson

Hone in on your Public Speaking Skills

Write an Article

Send off Season Promotions/Gifts

Up the Buzz Factor

Catch them by Surprise

Catch them by Surprise

Catch them by Surprise

Infiltrate the Stacks

Kill them with Kindness

Jump into Social Media

The Secrets

So what are the Secrets?

The Secrets


The Secrets

The Secrets


The Secrets

the key…


Automate - Emails

  • Constant Contact

  • iContact

  • Right Brain Email

Automate - Social Media

  • HootSuite

  • Tweetdeck

Automate - Direct Mail

  • SendOut Cards

“There is a new dawn rising, and it’s greener than you ever imagined.”

Courtland Weisleder | President

Greener Dawn

Measuring your Return on Investment

2 Focal Points Today

  • Marketing:

    The process by which companies create customer interest in goods or services

  • Return on Investment:

    A performance measure used to evaluate the efficiency of an investment

Measuring your Return on Investment

  • Marketing

  • Old School:

    • Search the newspapers and visit the dealership

  • New School:

    • People on average spend 6 hours researching cars online before they step into a dealership. The same will happen for solar & energy efficiency

Measuring your Return on Investment

  • Marketing

  • Old School:

    • Paying fees to advertise using TV, Newspaper, Radio, Mailers, Door Hangs

  • New School:

    • Lead Generation paying only on a per lead basis or cost per application basis

Measuring your Return on Investment

  • Marketing

  • Old School:

    • Eyeballs have diminished drastically in this group due to instant information resulting in advertising noise

  • New School:

    • Marketing campaigns with a strong offer & call to action then create a referral program

Measuring your Return on Investment

  • Marketing

  • Old School:

    • Waiting on your phone to ring and hoping that your messaging strikes an audience

  • New School:

    • Twitter, Facebook, Blog, Diggit, Articles, Advertorials, You Tube, Bitley, SEO

Measuring your Return on Investment

  • Return on Investment

  • Old School:

    • Spend $2,000 monthly on a diverse mix of TV, newspaper, door hangs and penny savers

  • New School:

    • Spend $500 on marketing utilizing lead generation measures to track and monitor the number of leads created

Measuring your Return on Investment

  • Return on Investment

  • Closing Rates:

    • Percentage of leads that are converted into sales

  • Cost per Sale/ Advertising:

    • Total advertising dollars spent divided by # of closed deals

  • Gross per deal:

    • Typically would like to see gross being 8-10x’s more than what spent

Measuring your Return on Investment

  • Return on Investment

  • Typical lower margin industries:

    • 10-15% of gross profit spent on advertising

  • If you gross $2,000 on an Energy Efficiency retrofit

    • May be happy spending $200-$300 in advertising for that sale

Measuring your Return on Investment

  • Return on Investment

  • Closing rates vary on the quality of the opportunities that you generated or purchased.

  • Cost per lead does not matter, only closing rates and cost per sale

Measuring your Return on Investment

  • Be a Winner in your Market!

  • Become internet savvy and utilize the many tools that are now becoming mainstream

  • Word of mouth is still vital as well as referral programs

  • Track your marketing efforts and lead generation

  • Push dollars towards your best ROI and cost per sale

Corbett Lunsford | Tech. Dir.GREEN DREAM GROUP, LLC

Q & A


Contact Information

Tim Pedersen  |  President & Creative Director

Phone: 919-929-2342

Courtland Weisleder | President

Phone: 858-345-1679

Corbett Lunsford |Tech. Director

Phone: 773-271-5310

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