Cheers for the response guys. The pamphlets thing sounds good and is another option.

One of the main problems we have is connecting with the "man on the street". People mainly hear about heat pumps and heat pump related technologies from local merchants and tradesman. Thats why we've setup a installer programme (http://www.icsheatpumps.co.uk/residential/installers_architects.asp) with the idea being to use plumbers to connect with people who we wouldnt usually come into contact with. The plumber makes a profit, gets a free website and training on installation. We've been targeting plumbstores and similar places to pick up recruits. This is working really well and has been a great campaign for us!

What were really trying to push tho, are air source heat pumps. Ground source (love this by the way tuffluckdriller - Geothermal Heat Pumps: Heating and Cooling that's Dirt Cheap!). Theyre a good option for city dwellers who dont have the space for a gshp installation. But they dont have the same fame as GSHPs and therefore we get far fewer requests for them. I blame grand designs! We've tried putting out loads of info on them (http://www.icsheatpumps.co.uk/residential/air-source-heat-pumps.asp) but air source heat pumps are having a tough time (http://news.scotsman.com/scotland/Homeowners-free-to-install-solar.4962671.jp)

Ignorance is not in short supply anywhere, and education is the only cure. For our frostlaw marketing strategy (can't move heavy equipment around for a little while) this year I hope to add presentations at senior centers and vetrens clubs. In MI the only people not afraid for their jobs are the retirees.
Current tax incentives will make ASHP's much less attractive in the states, but with rising cost of all the fossils it definately has a place.
J