Written on: March 11, 2024 by Paul J. Nazzaro
Whether the Bioheat® fuel is comprised of biodiesel or renewable diesel, rest assured it is an ultra-low carbon liquid renewable fuel. We are not talking about “what ifs” or the grandiose potential of pre-commercial technologies that might be available someday. This miracle fuel that is poised to save your industry has been developed, vetted and undergone commercialization for 20 years. Your time to transition is now.
The choice is clear: Communicate Bioheat® fuel’s benefits or fade into obscurity. The good news? You’re not alone. Industry-leading groups like Clean Fuels Alliance America, NORA and the National Energy & Fuels Institute have invested heavily in awareness of Bioheat® fuel, but the message needs amplification.
That’s where Donnie Wahlberg—prominent singer, actor and passionate advocate for sustainability—steps in. He’s shocked that such a readily available, clean-fuel option isn’t widely embraced. Why? His question echoes yours.
This article aims to ignite your communication engine, providing key points to motivate you to join the movement and educate your customers about the transformative power of Bioheat® fuel. Let’s take just 20% of the existing information known to the markets and craft a compelling message that resonates with homeowners and secures your future in the heating game. Bioheat® customers, and here’s why: Bioheat® fuel isn’t just an alternative fuel, it’s also a major business opportunity. It offers:
•Energy diversity: Bioheat® fuel offers choice and flexibility, blending seamlessly with existing heating systems. In other words, and most importantly, no costly upgrades are required.
•Operational reliability: It heats cleanly, minimizing wear and tear on your customers’ heating systems, reducing maintenance costs and unnecessary secondary no-heat calls.
•Low and no carbon: Bioheat® fuel significantly reduces greenhouse gas (GHG) emissions, aligning your business with sustainability goals and customer expectations—both of which align with policy directives to “go clean or go home.”
•Renewable and ready: Biodiesel and renewable diesel are the core of the Bioheat® fuel revolution, ensuring a sustainable future for your business and your customers’ homes, neighborhoods and beyond.
You can clearly communicate with confidence why Bioheat® fuel is the right choice for your customers, with technological review by Industry leaders and equipment manufacturers. There is also a great deal of education and outreach only a phone call away—if you wisely choose to take advantage of it. Now that you are well positioned and armed with the “why,” let’s explore the “how” of communication. Some key messages to weave into an outreach with customers, both digitally and face to face, include:
•Bioheat is a proven, readily available solution for cleaner home heating.
•It seamlessly integrates with existing heating systems, requiring minimal adjustments.
•Transitioning customers to Bioheat® fuel reduces their carbon footprint and supports a sustainable future.
•Bioheat® fuel ensures energy independence and price stability, protecting your customers from market fluctuations.
•By choosing Bioheat® fuel, your customers are aligning with environmentally conscious brands.
Beyond Words: Amplify Your Message
Effective communication extends beyond words. For the next six months, you will hear a lot from Wahlberg on what he finds so fascinating about our fuel. His authentic delivery of our message is centered on simplicity. Wahlberg stated in several of the communications we enjoyed during his debriefing that “people don’t want to be inconvenienced to evolve.” He’s absolutely right. We have to make adoption of our “new” clean fuel easy and accessible. Check—we’ve already done that. Now you, as the customer-facing conduit, have to amplify this industry messaging and take it to your clients in your own words, and most importantly with enthusiasm and authenticity. Here are some tactics to consider:
•Partner with Wahlberg: Leverage his star power to create awareness campaigns and educational materials. Reach out to your state oilheat association for more insight on strategies being implemented in your area or region and how you can leverage that information for your own social engagement with customers.
• Utilize multiple channels: Combine traditional advertising with social media, email marketing and community events. Get that keyboard on hyperdrive. When you see a post from your State trade association, another dealer or an associate promoting Bioheat® fuel, proceed to boost and share it.
• Offer incentives: Encourage early adopters with special offers and work with professional-marketing companies to help you supercharge your messaging. To many people, the product is still “new,” so it’s time to inform the customer what Bioheat® fuel means to them.
•Personalize your approach: Tailor your message to different customer segments, addressing their specific needs and concerns. When people pick a car, for instance, it’s often based on color, performance packages, brand identity and almost always affordability. Contrast the evolution from high-carbon to low- and no-carbon heating fuels. It’s a journey that Wahlberg likes to tell his Instagram followers is never-ending. You don’t have to do it all at once, but you must do something. The first step is asking your fuel dealer for it. Think about the lack of effort required for a home heating oil customer to begin the journey to a cleaner product. It is literally as simple and as easy as it gets.
•Showcase success stories: Share testimonials from satisfied Bioheat® fuel customers, which will help build trust and establish credibility. Fuel dealers with whom I engage often have no shortage of negative stories about these new renewable fuels. I suspect it’s easier to dismiss them, hoping that policy influence will recede and we can go back to selling carbon-based heating oil. That, my friends, is not happening. Bad news travels faster and further than good news. I mention this because even with a highly recognizable spokesperson on our team, we are going to have to get involved and tell this story, as well. However, without you, your influence and the trust you have established with your customers, the communication playbook is less impactful.
The Future is Bioheat® Fuel: Don’t Wait, Communicate!
The home heating oil industry is at a crossroads. Low-carbon, high-performing Bioheat® fuel offers a clear path to a sustainable future—but effective communication is essential. By sharing its benefits with confidence and leveraging impactful strategies, you can win the hearts and minds of your customers and secure your place in the evolving energy landscape. Remember, it’s not just about selling fuel; it’s about offering a cleaner, more responsible way to heat homes, protecting the environment and ensuring a brighter future for your business and community. Join the movement. Communicate Bioheat®. Together, let’s keep homes warm and our planet—along with your brand identity—cool. ICM
