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Marketing Strategies: CFLsLinda Latham, D&R International

ENERGY STAR Lighting Partner Meeting

Phoenix, AZ

February 25 27, 2008

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Topics for Today

1. Products

2. Programs3. Promotions

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Qualified CFL Products

2,573

24

51

153

183

367

1,811

Total # Since 1/07Bulb Type

616Bare (Spiral/Tube)

132Reflector

54A-Line

41Globe

6Bullet/Candle

14Other

863Total # of Models

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Product Characteristics

Average Lifetime: 8,500 hours 45% of models are 10,000 hours or more

Average Color Temp: 2860K 7% of models are 3500K or above

# of 3-way bulbs: 75

# of dimmable bulbs: 57

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Program Trends

Long-term Programs

in NW, NE, CA, WI

Upstream rebates &

instant coupons

Co-op marketing funds

Field support, POP,

store events

Awareness & Sales

Evolving Strategies

Smaller per-unit

rebates

Specialty bulbs

Expanded outreach

More sophisticated

educational messages

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Program Trends

Newer Players: Mid-Atlantic

Southeast

Southwest Midwest

Growing Budgets: Incentives

Promotions

VA Sales Tax Holiday

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Key Program Goals

Energy Savings: Increase CFL sales Market Transformation:

1. Expand product availability in

Grocery/Drug and Discount stores

2. Reach more consumers

3. Help consumers put the right bulb in theright place

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Retail Promotions

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Retail Promotions

CFLs are available at more retail storesthan ever before

Many retailers have expanded their

SKUs, adding more specialty bulbs Prices continue to fall

CFLs are regularly featured in circulars,ads, Web sites

Expanded signage and displays

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Grocery and Drug Stores

Walgreens Circular

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Grocery and Drug Stores

Whole Foods

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Grocery and Drug Stores

Whole Foods

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Grocery and Drug Stores

Rite-Aid

CVS Drug Store Walgreens

Whole Foods Kroger

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Mass Merchandisers

More SKUs

Lower prices

New display

Ads

18Seconds.org

Oct 2007: sold 100Millionth CFL

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Mass Merchandisers

Wow. Theseare much

better than my

old bulbs!

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Non-Retail Promotions

Radio and TV Ads Community-based outreach

Contests Special Web sites

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Local Campaign

Incentives In-store POP

Ads Bulb giveaway

Video / PSA Featuring

local Seattle celebrities

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Working with Schools

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Video Contest

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In the Streets

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www.NewBulbInTown.com

Western-themed

educational Web

site

Jesse Watts VideoClip

http://www.newbulbintown.com/meetJesseWatts/http://www.newbulbintown.com/meetJesseWatts/http://www.newbulbintown.com/meetJesseWatts/http://www.newbulbintown.com/meetJesseWatts/http://www.newbulbintown.com/meetJesseWatts/http://www.newbulbintown.com/meetJesseWatts/

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Right Bulb in the Right Place

The 4 Ls of LightingThe 4 Ls of Lighting

Product Selection

Lumens not watts

Appropriate fixtures

Bulb types Color temperature

How do you get all

this across clearly?

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Where to Use

Aisle Violator

Interactive Web tools

Newbulbintown.com

Nvisioncfl.com

C l T t

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Color Temperature

C l T t

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Color Temperature

Utilizes Kelvin scale Describes the mood

Recommended rooms

Yellow-White-Blue toreinforce color tones