In previous years, Las Vegas has hosted upwards of 95% of the leading tradeshows in the U.S. while hosting RE+, which this year clocked its biggest turnout yet in the fifth most traveled city in the world by international travelers. There was something serendipitous about this year’s show being in Las Vegas, the city that attracts large-scale events, big buildings, big wins, big parties, and big performances. As we departed Las Vegas and the RE Plus show, it was humbling to acknowledge our place as part of the super-growth industry with room for more people to join and, like Vegas, go big – or go home.
The renewable energy landscape has undergone a transformative shift in recent years, emerging as the cornerstone of humanity’s solution to climate change, a shift from fossil fuels. As global awareness about environmental challenges intensifies, the quest for clean, efficient, and sustainable energy sources will only continue to skyrocket. This RE+ show stands as a testament to this growing momentum. Garnering unprecedented attention, this event was the largest of its kind to date, drawing industry leaders, innovators, and enthusiasts from across the globe, showcasing the latest advancements in renewable energy, allowing colleagues face-to-face engagements, and serving as a vibrant platform for dialogue, collaboration, and vision-sharing. The sheer scale of this particular show meant that many people needed more space and time to absorb all offerings, from workshops to multi-expo show floor locations, parties, and evening events.
The A.R. Environmental Content Marketing House team was uniquely positioned to see the events, workshops, speaking engagements, booths, and poster sessions. Here are some of those highlights.
Training sessions on the show floor
Even the smallest showroom floor was intense, packed booth to booth, wall to wall. To stand out, some companies had training sessions at their booths. The Venetian halls had favorable acoustics, making the educational experience intimate and audible, unlike other show halls with concrete floors and loud reverb.
Briggs and Stratton training sessions
The Briggs & Stratton booth had a core set of training sessions and a seating section where you could engage with the trainers, from learning about their LFP battery integration with the Sol-Ark inverter to upgrading off-grid systems and exploring C&I energy storage. The team created a welcoming and easy-to-locate training session.
SolarEdge educational sessions
The Solar Edge team leveraged their booth to educate about their new launch of a powerful ground-mount for community solar and utility projects. Although it drew a big crowd, the sound was exceptional and intimate.
The feeling of a booth
Certain booths truly captured the essence of their brand, setting a distinct tone that resonated with attendees. Solar Insure, a company specializing in software monitoring and warranty products for homeowners, stood out in this way. They cater to the homeowner by having approved top-tier manufacturers on their AVL and a Solar Insure Certified Installer Program. Their primary goal is to provide homeowners who invest in solar, battery storage, and connected homes with an added layer of assurance through their monitoring and warranty services. The genuine warmth of their staff, combined with the grounded ambiance of their booth, perfectly conveyed a sense of security and peace of mind.
Education at RE+ Las Vegas
The booths served as the ideal platform to enlighten partners, vendors, customers, and potential leads. Those that effectively made their educational content memorable employed a blend of both print and digital resources. QR codes emerged as a top user-friendly method for disseminating information while remaining sustainable and economically friendly versus print.
Community solar was lighting up communities with knowledge and power
Gaining traction in the United States, community solar presents a novel approach to harnessing solar energy, setting it apart from conventional methods. This model democratizes access to solar power, allowing a broad spectrum of participants – from individuals and businesses to nonprofits and other organizations – to benefit from solar energy generated by off-site arrays. Participants in community solar either hold an equity interest or subscribe to the energy output, subsequently earning bill credits proportional to their contribution.
Distinctively American, community solar emerges as an innovative paradigm in the solar sector. It ensures inclusivity, enabling those who might be financially restricted or possess properties unsuitable for solar panels to still enjoy the advantages of solar power. The momentum behind community solar is amplified by technological advancements and legislative endorsements, such as the Inflation Reduction Act (IRA). The rising energy costs, state-driven incentives, and heightened ecological consciousness further propel its popularity. For those keen on embracing community solar, a simple consultation with their state energy department can streamline the journey, making it both straightforward and user-friendly.
Community Solar development was another big topic at the show; while the industry is driving these conversations, education-based marketing is key to success as all stakeholders and local communities require level-headed, science-backed information. Some of the biggest concerns for residents considering community solar are the following:
- Localization of projects
- Lack of tax benefits for subscribers
- Space requirement for solar panels
- Aesthetics of solar panels
- Battery disposal and environmental impact
- Tech waste from outdated solar panels
- Cost and affordability concerns
- Reliability of electricity supply
Nautilus Solar is taking strides to address these concerns, first by educating the public with both online and in-person learning sessions and addressing concerns of solar equipment recycling head-on, as seen in their contracting Green Clean Solar for broken solar panel recycling in Main.
The evolution of renewable energy sector sales & marketing
The landscape of renewable energy marketing is undergoing a transformative shift. Historically focused on a sales-centric, numbers-driven approach, the industry is now growing sales by embracing the power of brand development and robust content marketing strategies. This transition to mainstream visibility was evident at the RE+ Show in Vegas, where innovative marketing techniques were on full display.
Some fun observations included more entertainment marketing with the introduction of brand mascots, such as Kevin Solo’s astronaut figure. This fresh approach, possibly inspired by the sports industry, serves as a testament to the industry’s pivot towards more relatable and engaging marketing strategies.
Training sessions remain a cornerstone of effective marketing in the renewable energy sector, and the format and delivery are growing in options. As the industry is still in its educational 101 phase, these sessions provide an invaluable platform for companies to connect with their target people, impart knowledge, and establish credibility for the brand and industry as a whole.
Marketing Takeaways from the RE+ Show:
- Entertainment Marketing Integration – The renewable energy sector is drawing inspiration from sports and entertainment, adding an element of excitement and competition to its promotional strategies. An example of this was the Horizon H2GP, a NASCAR-style Grand Prix for Hydrogen Fuel Cell race cars. This initiative transcends traditional education, offering students an immersive amalgamation of science, engineering, athleticism, and entertainment. Through the program, participants delve into experiential learning, meticulously designing and then racing remote-controlled vehicles powered by cutting-edge hydrogen fuel cells.
- Interactive Booth Sessions – In-booth training sessions facilitated seamless interactions, making it easier for brands to engage and educate visitors.
- Educational and Digital Engagement – Education is the cornerstone of an effective marketing strategy in renewables. Whether you are educating installers, C&I customers, Utilities, or homeowners, using the power of knowledge is incredibly valuable in today’s renewable energy stakes. At the show, the use of QR codes was more impactful than you might imagine because of the scale of the show. Having easy-to-find, large, accessible QR codes allowed attendees to instantly connect with brands, ensuring a lasting digital footprint that you can maintain and review after the event.
- Emotional Storytelling & Entertainment Integration – In a world where stories resonate deeply, the renewable energy sector is harnessing the power of emotions and narratives to make solar energy relatable to the everyday individual. By weaving compelling stories around the benefits and impact of solar energy, the industry is making it a household conversation topic. This approach, combined with entertainment marketing, is making renewable energy not just a technical subject but a personal and emotional journey for many.
- Scenario-Based Skits – Training sessions that incorporated skits added a layer of personality, making complex topics more relatable and memorable.
These elements underscore a crucial takeaway: the renewable energy sector is poised to infuse its marketing campaigns with a blend of fun, competition, education, and innovation, making the promotion of green tech highly informative and exhilarating.
Educational sessions for renewable energy professionals
At the RE+ educational series, a stellar lineup of speakers took center stage, bringing a wealth of knowledge and a unique perspective to the renewable energy discourse. The session was a confluence of thought leadership, innovation, and vision from industry stalwarts to global ambassadors and pioneering researchers. As we delve into the insights shared, let’s spotlight some of the luminaries who led the day’s discussions.
Jigar Shah and Lon Huber delved into the symbiotic relationship between the solar and utility industries, emphasizing the bright prospects for Virtual Power Plants (VPPs).
Ambassador Chantale Y. Wong of the Asian Development Bank shed light on the bank’s unwavering commitment to combating climate change.
Chair Reta Jo Lewis from the Export-Import Bank of the United States elucidated EXIM’s pivotal role in reshaping the global landscape, aiding U.S. exporters to produce locally and make a global impact. Kate Darling, a renowned research scientist from the MIT Media Lab, explored the intriguing future of human-machine interactions.
David Crane discussed the role of renewables in shaping our clean energy infrastructure. This was followed by a panel discussion on state-level actions for a clean energy transition, featuring insights from Dan Shugar and Steve Sisolak. Subsequent sessions touched upon evolving the prosumer ecosystem, building a global supply chain, the transformative power of community solar, models for equitable community development, and the intriguing battle between humans and AI in battery storage revenue optimization.
A special highlight was the film screening of “LIGHT,” a short documentary presented by Nicole Watson, offering a cinematic perspective on the energy landscape.
These sessions, led by industry leaders, packed Day 2 with enlightenment, engagement, and empowerment.
ESG Reporting and the global shift toward accountability
During the show, a wave of validity hit the financial markets when it comes to sustainability reporting. As the European Union lays the ground for the October implementation of the Carbon Border Adjustment Mechanism (CBAM) and California passed SB 253 for mandated emissions reporting, it was clear that ESG reporting is swiftly taking form in policy.
SB 253 goes a step further than just Scope 1 emissions. It mandates that businesses with annual revenues surpassing $1 billion operating within California’s borders must disclose not only their direct emissions but also their comprehensive Scope 3 greenhouse gas emissions.
Defined by the Environmental Protection Agency, Scope 3 emissions capture the emissions produced by activities outside a company’s immediate purview but are intrinsically linked to its value chain.
The introduction of SB 253 not only highlights California’s pioneering stance on climate action but also emphasizes the pressing demand for holistic emissions reporting. This move is in harmony with wider endeavors, such as the anticipated rules from the Securities Exchange Commission targeting publicly traded entities. Collectively, these measures signal the dawn of an era where transparency and accountability in emissions reporting are not just encouraged but mandated. This paradigm shift challenges corporations to be more introspective about their environmental impact, propelling us closer to a sustainable future.
The MGM Hack: a reminder of the digital age’s vulnerabilities
The MGM hack in Las Vegas, 2023, is a sobering reminder of the vulnerabilities that come with our digital age. This incident underscores the importance of robust cybersecurity measures, not only for protecting sensitive data but also for ensuring the secure and uninterrupted operation of critical infrastructure. In the renewable energy sector, as systems become increasingly digitized and interconnected, effective security and communication are paramount. Companies must invest in advanced cybersecurity technologies, conduct regular risk assessments, and foster collaboration with government agencies to proactively address cyber threats, safeguarding both their digital assets and the reliability of renewable energy systems.
Renewables go mainstream
As we draw the curtains on this RE+ show, one resounding truth emerges: renewable energy is going mainstream. To keep this momentum going, it’s essential to engage in conversations about renewables in our everyday lives. Here are some conversation starters to spark discussions about solar and other renewables:
- Does the company you work for use renewable energy sources? (Here’s how to find out, and if they don’t, make a suggestion.)
- Guess how much it costs to charge an electric vehicle vs. gas?
- What community solar projects are happening near you?
- What steps can we take to make our homes more energy-efficient?
- Are you aware of the environmental benefits of wind power?
- How can we support renewable energy initiatives in our community?
- Have you ever thought about investing in solar?
Until next year, we’ll continue to drive renewables into new markets and new minds, expanding projects and possibilities. Thank you to everyone who met with us at the show. We look forward to supporting your continued growth and impact.
Didn’t get a chance to meet with our Environmental Content Team at RE+? Contact us to set up a meeting. info@armarketinghouse.com