
That's one of the questions posed by Seth Godin today. I'll take my crack at providing some answers, and then invite anyone else to post their thoughts on why these energy saving lightbulbs haven't taken the market by storm:
- They don't look like a normal lightbulb. We like things that are familiar. CF bulbs look like a big white glowing curly fry.
- I didn't know they were such a good environmental choice. And I'm probably not alone.
- Bad packaging. They are wrapped in hard plastic packaging, due mainly to
the fact that they contain small amounts of mercury which can be very dangerous if the bulb broke. - They contain small amounts of mercury which can be very dangerous if the bulb broke.
- It's "different" light. It's a very, very bright white light. Personally, I like the warmer colors that other lightbulbs offer.
There are probably a lot of other better reasons as to why they haven't sold. Like Seth points out, they have a story problem...either people don't know what their story is, or they don't like what they know of the story they've heard.
Or....
They just don't care about it enough. Could it be that there is a limit to our environmentalism here in the United States? I mean, if we were a country who completely committed itself to the ideals of everyday environmentalism, wouldn't
cloth diapers be the norm by now? Wouldn't the folks at Huggies and Pampers be out on their rear end looking for work? Why haven't cloth diapers - with all of their significant environmental advantages - caught on? For anyone that is a parent of an infant (like me), the answer is clear. And it gets reinforced two or three times a day with pungent clarity. Still, for those more passionate about the environment than I, why hasn't the cloth diaper story been embraced?
The answer is simple, in my view: Cloth diapers aren't simple. Neither are CF lightbulbs. Recycling newspapers and putting aluminum cans into a special recycle container? That's easier. And, there is no risk of getting contaminated by mercury.
Looking at all of this from another sales angle, you can definitely say that the CF lightbulb folks haven't done a great job marketing the bulbs. I think they have a "looks" problem, but that could be overcome with a good story and a consistent campaign to sing the praises of the benefits to the CF bulb. Without a good message that's embraced by folks like me in "fly-over country", the CF bulbs are going to languish in the world of lightbulb sales.







Hi Dan,
Lightbulbs - it is possibly a simple fix: make it 'feel' like the bulbs are worth the money: better packaging, a more 'quality' feel. My good friend, Beau Ballin, says the rest of the reasons to buy aren't worth it. He even bought LED lights for his Christmas house display - twice the cost and long-term expense of the cheaper ones...but that is what he wanted.
As for diapers, two views: 1. cloth hurts the environment equal to disposable due to chemical cleaning; 2. We live in a world of Purell and antibiotic everything - who would actually wash out their children's cloth diapers on a regular basis? A collective 'eeewwwww' from the US population. Best, Joe.
Posted by: Joe Raasch | January 3, 2007 2:38 PM | Permalink to Comment