ABSTRACT
A high percentage of the population in Germany is in favour of solar energy, and PV in particular. However, the information level on PV is very low which constitutes one major hurdle for a purchase decision. In traditional market sectors it is common practice that manufacturers promote their products via nation-wide campaigns in one or more countries. In addition, there are numerous examples where enterprises pool their promotional activities (branch marketing). These advertising efforts are launched and co-ordinated by the respective industry association. The time is ripe to utilise successful product promotion strategies to fully tap the potential also for PV sales in Europe. Branch marketing is the best possible start for a nation-wide promotion of PV. It is a highly effective means to optimise the limited advertising budget of the European PV industry. The aims of an EC ALTENER-supported project which forms the basis for this paper are to elaborate nation-wide marketing strategies for two reference countries of the European Union with high potential for PV system sales (Germany and Italy), to launch a PV information campaign and to incorporate the national solar energy associations and a significant fraction of the European PV industry into this initiative. This paper presents the steps undertaken to create branch marketing activities in Germany and Italy and highlights the current status of PV campaign implementation in Germany.
