Different groups of people have widely contrasting attitudes toward the environment, energy efficiency, renewables, their utility company, and the government. And people and businesses are motivated to act based upon varying messages, or "hot buttons." They also have different barriers to adopting new energy choices. Presenters will provide insights and methods for developing market segmentation and target marketing approaches based upon customer attitudes. The techniques can provide a boost to market penetration and can lower the costs of customer acquisition. In addition, the session will highlight how specific market channels can provide better access to targeted markets, and how various media methods work to optimize marketing spending.