For retailers, success is easy to measure: it’s the ringing of the cash register. a state solar program’s marketing activities, to be effective, also must lead to an action: an application for a solar program’s financial incentive to purchase and install a solar energy system. While state solar programs are not directly “selling solar installations” to customers, nevertheless, they measure success in the form of megawatts of solar installed. therefore, the state mar- keting approaches and activities must lead the customer to the solar sale. By starting with that end in mind, state programs can focus their limited marketing resources to.
