GeoPower Europe, Dec. 6, 2011

PROMOTING GEOTHERMAL … and the need for the right investment

Alexander Richter Canadian Geothermal Energy Association (CanGEA) ThinkGeoEnergy.com @thinkgeoenergy 6 December 2011 – GeoPower Europe, Milan/ Italy

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PERCEPTION "AND POSITION OF THE INDUSTRY

Geothermal utilization

Geothermal electricity generation"in TWh, IEA 2008

Coal Gas Hydro

Nuclear Oil Wind

Biomass

Waste

“Geothermal energy, potentially the largest – and presently most misunderstood - source of energy” Al Gore, Our Choice

PUBLIC RELATIONS "& MARKETING

Public relations

The maintenance of a favorable public image by an organization or a famous person The actions of a corporation in promoting goodwill between itself and the public, the community, employees, customers etc.

Source: Collins English Dictionary

Marketing

The organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships !in ways that benefit the organization and its stakeholders

Source: American Marketing Association

Defining target groups

General public Politics – local vs. national Stakeholders Strategic partners Investors/ banks Media – specialized or general

General (public opinion & politics)

Under-promise and over-deliver!vs.

Over-promise and under-deliver!

5,000 MW by 2015

170 projects 5,400 MW

Vast resources

Examples:

Politics

Promise vs. delivery Marketing vs. public relations Lobbying/ industry voice Terms of election Responsibilities Long-term vs. short-term Champions

Investors & financial institutions

Definition of targets Documentation Partners Project choice based on availability of finance Vendor-based financing (approach) Reporting Codes vs. Terms & Definitions

North American geothermal stocks

Ram Power (RPG)

Nevada Geothermal Power (NGP) US

Geothermal (GTH)

Alterra Power (AXY)

Ormat Technologies

(ORA)

Chart courtesy of Google Finance

Events

Key target areas and audience Geothermal vs. all-renewables Sale vs. general promotion Scientific/ academic vs. business development Topical, regional vs. multi-national Number of events:

1 1 1 1 1

6 6 7

4 3 1 1

Mar '11 Apr '11 May '11 Jun '11 Jul '11 Aug '11 Sep '11 Oct '11 Nov '11 Dec '11 Jan '12 Feb '12 Mar '12

MEDIA

General and specialized media • General • Specialized • Focus • Online/ print • Press releases •  Interviews • Relations • Availability • Documentation …

Social media

Facebook Twitter LinkedIn/ Xing Google+ Ning Slideshare Flickr YouTube/ Vimeo Issuu RSS feeds

Social network Business development News, promotion Documents/ visibility

Engagement of readers/ interest groups ThinkGeoEnergy

520! Group 595! News- letter 843!

Followers

as of Dec. 6, 2011

Daily visits: 650 (average last 12 months)

ThinkGeoEnergy - readership

27.57% 2.15% 2.45% 2.76%

3.38% 3.70%

4.37% 4.66% 4.87% 5.01% 5.12% 5.41%

28.55%

188 Other New Zealand

Japan Indonesia

India Iceland

Germany Kenya

Australia UK

Philippines Canada

U.S.

Last 12 months (Nov. 30, 2011)

Global/ regional reach Language(s)

SUMMARY

POSITIONING

•  Role of geothermal in global picture •  Promotion tailored for targets •  Utilization of available tools •  The need to spend money on marketing,

promotion & lobbying •  Concerted efforts in promotion to public and

politics necessary

Picture credits Geothermal Heat Pump – Garden loop Source: Winnipegwomen.com

Széchenyi Thermal Baths, Budapest/ Hungary Source: Flickr/ Vlastula, creative commons

Wairakei geothermal power plant, Waikato, NZ Source: Ingolfson, creative commons

Al Gore in An Inconvenient Truth Source: Eric Lee/ Paramount Pictures

Drilling rig in Basel, Switzerland Source: Georgios Kefalas/ AP, msnbc.msn

Drilling rig iat Bald Mountain, California Source: Oski Energy

Langenhorn wind park, Friesland, Germany Source: EPAW.org

Concentrating solar power plant Source: National Instruments

Reykjanes geothermal power plant, Iceland Source: ThinkGeoEnergy

Newspaper stand Source: 4FreePhotos

Renewable Energy World Magazine North America Source: Online.Qmags

Geothermal advertisement/ EnBW by Jung v. Matt Source: Guerilla-Marketing

Contact Alexander Richter Canadian Geothermal Energy Association (CanGEA) alexander@cangea.ca ThinkGeoEnergy.com alex@thinkgeoenergy.com Follow me:

Twitter: @thinkgeoenergy LinkedIn Group: ThinkGeoEnergy Flickr.com/thinkgeoenergy YouTube.com/thinkgeoenergy Slideshare.com/thinkgeoenergy