Marketing for the Lighting Industry

This is the foundation for the Spire - a proposed building that broke ground in Chicago, Illinois amid controversy and finally halted construction in 2008 - only after multiple financing attempts fell through.

The Spire had a world-renowned design team lead by Santiago Calatrava, final design approval by the Chicago City Council, and sales offices (with model units) just blocks away at the NBC Tower building.

The developer claims to have 'sold' many units, but apparently (since the project was abandoned) there simply was no 'market' for a 2,000 foot tall skyscraper at that location, in that economy, and during that point in time. As the cliche goes "Just because you can build something - doesn't mean you should" ...

Marketing Overview

Successful lighting conglomerates and many independent fixture manufacturers benefit greatly from a well-executed marketing effort. Some of the largest lighting agencies in the US earn and maintain great brand value in their respective markets by representing strong lines, retaining (and obtaining) key personnel, and establishing high-level relationships with clients. Their continued success incorporates the gathering, processing and acting upon market intelligence gained intrinsically through their own tenure and formal marketing
efforts.

  • Increased Revenues and Margins
  • Improved Focus on Core Competencies
  • Reduced Operating Costs

The definition of marketing may differ among clients. Personnel at Lumen Efficiency Consulting define marketing as a comprehensive approach that begins with understanding the dynamics of the market including:

  • Voice of the customer input
  • Empirical data analysis
  • Iterative client participation

This approach produces strategies and tactics to increase shareholder value in addition to marketing communications (Marcoms) deliverables and collateral like new logos, updated corporate brochures and enhanced websites. 

 

Our comprehensive marketing effort engages with key personnel in your company and combines tangible marketing and lighting experience. Yes, ‘mission, vision and purpose’ are important to define (or update), but not just be words found within Marcoms deliverables. Again, the most significant deliverable is an executable marketing plan with a growth strategy and tactical initiatives to improve sales.