Does Advertising Create the Momentum Needed for Solar Growth?
Assessment of TV Ad Campaign and Its Impact on Customer Awareness and Purchase Intent
Objective
The objective was to comprehensively analyze the effectiveness of a TV advertising campaign in various aspects, such as improving awareness, brand perception, advertising recall and purchase intent for solar power solutions among MSMEs in India. The other objectives of the study included understanding the purchase journey, identifying the factors driving the adoption of solar power solutions, assessing purchase timelines, evaluating brand consideration, and determining the most effective media channels to reach the decision-makers of the MSMEs.
Business Challenge
Solar adoption among MSMEs remained limited despite increasing market awareness and growing promotional activity. Uncertainty regarding the tangible benefits of solar installations, concerns around installation, ownership costs, competing energy alternatives, and limited understanding of the economic advantages of solar adoption are the key obstructions for the adoption. The business also required clarity on whether advertising exposure was translating into meaningful improvements in brand awareness, consideration and eventual purchase intent.
How We Did It
A stratified random survey of 1,049 MSMEs was conducted in major industrial clusters in India including manufacturing focused MSMEs with relevant electricity consumption profiles. Structured questionnaires contained closed and open-ended questions, Likert scales, Top-of-Mind Awareness and Spontaneous/Aided Awareness measures. Surveys were done through online and telephone through CAPI and CATI, whereas Kobo Toolbox was used for survey collection and administration. 6WSurveyIQ was used for survey workflow, respondent management, and structured questionnaire execution. Respondent and response-level information was maintained in a structured SQL database. Python was used for data cleaning, statistical analysis, cross-tabulation, awareness scoring, campaign-response analysis, and purchase-intent analysis.
Key Findings
• Strong awareness was observed for leading solar brands.• Cost and uncertainty around benefits remained important adoption barriers.• Advertising improved brand recognition, although awareness did not always translate into immediate purchase intent.• Television remained an important communication channel among the target audience.• Solar purchase consideration was generally longer-term, with customers evaluating financial benefits, product quality and company reputation before purchase.• After-sales service and trust were important components of the purchase decision.
Findings
The analysis showcased a major gap between brand knowledge and actual purchase conversion. MSMEs ponders upon product quality, after-sales service, goodwill of the company, price savings, installation economics and clarity of benefits when assessing solar solutions. The TV campaign was therefore more effective in solidifying brand recognition and consideration than generating immediate cost decisions. The analysis also stressed upon the significance of sustained communication and financially oriented messaging for customers with longer cost cycles.
Business Impact
The campaign resulted in a 15% increase in brand awareness, showing real progress in consumer awareness and marketing efficiency. The data helped the team to fine-tune its target audience and focus on messaging that highlighted cost-effectiveness, the benefits of solar power, the superiority of the product and after-sales services. The analysis also enabled better allocation of the budget towards advertising mediums that have more relevant audiences, thus improving the process from awareness to purchase consideration and allowing for greater potential for conversion and market share gains.
