Wednesday, October 3, 2012

Dubious Marketing


Dubious Marketing

I was perusing the Home Energy Pros post as I often do and ran across a post regarding a radiant barrier insulation product Costco was offering. http://homeenergypros.lbl.gov/forum/topics/what-is-costco-doing
There were some negative comments from the group regarding claims of energy savings and product selection. I did not disagree with them but looking at the video I thought the workmanship looked pretty good and thought that while they were only adding R-11 it might do the home owner some good if they performed some duct sealing, air sealing and insulation realignment before applying the product.

I then found their website and looked and thought nice slick and easy. Well put together and easy to get around. I notice they have a number of products such as insulation, air sealing, a refrigerant charge check. Although many of these things are using proprietary name brands with some dubious marketing, however solid recommendations and not all smoke and (see radiant barrier) mirrors.

I then move to their FAQ page an find this little gem


Why don’t building codes specify E-values as well as R-values?

In the last century, the only cost-effective insulation for the home was mass insulation like fiberglass, cellulose and foam that reduced heat transfer by convection and conduction. The was the measure of how good a job those insulators did. Yet R-value measures only the smallest part of residential heat transfer. E-value is the measure of emissivity, radiant heat transfer, the principle source of energy loss. New technologies make it practical to achieve extremely low emissivity in window glass and in a reflective film ideal for the attic. As these low-E technologies advance, the codes will catch up and E-value will replace R-value as the primary measure of energy efficiency

Ok now I have a bit more of an issue than my original glance at their product offering. 

The above statement was pulled straight from the website is for lack of a better word is ridiculous. Why would intelligent people print this statement? Is it so difficult to sell their product that they have to take solid science and twist it into half and even non truths and then push forward with serious leaps of faith for conclusions?

As we push forward in this industry I think that good marketing is important. I personally lack this ability as I have struggled with finding my groove. If in order to sell my service I need to misinform and practice dubious marketing I choose not to play.

Glen Gallo
Red E3
http://rede3.com

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