Small and Medium-Sized Enterprises (SMEs)
-
Characteristics:Are focused on economic aspects and in some cases on their “green“ image
-
Potential role:Prosumers, Investors
-
Financial status:little money left to much money left
-
Location:urban and rural areas
Communication messages
Key messages to reach SMEs
While many key messages apply to all target groups, there are also some special key messages that can help you get through to SMEs.
✓ Your investment pays off; you can expect a secure return on your investment.
✓ Improve your image and attract new customer groups.
✓ Energy communities open up new business opportunities.
✓ Energy communities profit from the heterogeneous consumer structure. While private households need most of the energy on evenings and weekends, your SME may need it on workdays. You can profit from being in a community with different stakeholders (private households, farmers, etc.).
✓ Be more independent from energy price fluctuations.
✓ Doing it together works out great. We take a lot of the work off your hands, but you still reap all the benefits.
✓ You can be a role model for your staff members and partners.
✓ Create sustainable jobs in your region and increase purchasing power in your area.
Avoid these messages
→ Statements that are too complicated to understand
→ Unclear information about the costs
→ Information that suggests a high expenditure of time and personnel
About SMEs
Financial payback versus environmental concerns
SMEs (e.g. small bakeries, medium-sized carpentries, hairdressers, dairies, plumbers, electricians, IT companies, medical practices) may have environmental concerns, but their top priority is to run a successful business and position themselves as future-proof companies. Energy prices are a relevant factor in the overall production costs. Thus, reducing energy costs and being independent from fluctuating energy prices is essential in order to guarantee a profitable business. Communication about investments should be highlight their profitability.
Attitude towards green energy
Many SMEs have financial capacities to invest, but their main motivation is not necessarily the funding of green energy or energy efficiency measures. However, the environmental aspect of such investments can improve their image and attract new customer groups.
Open versus apprehensive towards new technology
Technical affinity very much depends on the type of SME and its employees. The know-how of technically inclined SMEs could be used in your energy community. However, it is vital to take possible fears and concerns of other SMEs regarding new technologies seriously and inform them that technical expertise is not necessary in order to participate actively in energy communities.
Community spirit
Social recognition through an investment in a green future project and the associated advertising impact may be a critical benefit for this target group. In this way, they can position themselves against competing SMEs and attract more customers. Regional value creation can also be important; after all, the success of many SMEs depends on regional purchasing power.
Furthermore, SMEs can motivate their staff members to become active in renewable energy projects. This could be an additional motivation for good team spirit. They can connect and cooperate with other SMEs (partners). In this way, they help increase awareness among their partners, employees and customers.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Unclear profit advantage (no business case for an SME)
→ Lack of personnel for additional projects besides everyday business
→ Lack of interest in the topic and lack of understanding of its benefits
Touchpoints: How to come into contact with SMEs
How do I reach SMEs?
To see how to engage your audience, view our step-by-step guides and white label materials. To inform SMEs specifically, these actions may help:
→ Fact sheets
→ Presentations
→ Personal outreach
Where do I reach SMEs?
→ At the SME´s location on site
→ Regional/local events
→ Local business group events/meetings
→ Conferences and trade fairs
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Investors and How to reach Prosumers.