How will more rigorous government regulations and a shifting economy impact my technology business?

Questions like these are on the minds of senior individuals in clean technology companies. SMA recently conducted telephone research to gain an understanding of the trends and challenges faced by this sector, and to learn about the types of marketing activities these organizations employ.

The clean technology sector

• Organizations surveyed are involved with alternative power source technology, such as ethanol, wind power, solar power and fuel cells. Other areas include environmental consulting, energy conservation management, contaminants testing and emissions reduction.
• The primary target market for these organizations include large industrial companies, municipalities and public utilities. They offer cleaner energy sources, greater energy efficiency, chemical recycling and decreased emissions with their clean technology.

Trends and challenges

• The most significant clean technology sector trend in the past year was identified by respondents as an increase in environment/energy consciousness. Other trends cited include a changing regulatory environment and rising energy/fuel costs.
• Trends expected in the coming year include an increase in environmental/energy consciousness, movement towards sustainable energy, and a more stringent regulatory environment.
• Almost all respondents felt that it is very or somewhat important to raise the awareness level of the importance of their product/service within their target market.
• The greatest challenges faced by organizations involved in the clean technology sector were identified as funding and customer education/awareness.
• Respondents plan on addressing those challenges by raising capital through brokers and working with government organizations, and by implementing advertising & marketing programs – including magazine ads, direct mail, testimonials, and websites.

Marketing and sales activities

• Effective marketing & sales activity identified by respondents is print advertising - such as trade magazines, press releases, and white papers. Respondents also mentioned tradeshows and company websites as effective marketing tools.
• Marketing and sales activities they would like to be doing, but aren’t include more website and online activities, participating in more tradeshows and conferences, and multi-media advertising.
• A lack of marketing staff was identified by one-third of respondents as the main skill/expertise gap within their organizations.

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