Page 61 - Lighting Magazine - August 2013

Web Marketing

Everything is branded on our YouTube channel and

we let retailers pull the streams from that so they
don t have to use up their bandwidth.

Justin Draughn, Kenroy Home

realized that they need an Internet presence even designers inspiration for new collections or dem-
if its just one Web page. And now there is a very onstrate their construction techniques in short,
good reason for distributors to name their sources: reinforcing why all lighting products are not alike
lighting manufacturers are providing helpful infor- (and not priced the same).
mation targeted to the end-user through Web sites, Hinkley Lighting has a place on its Web site that
Pinterest, Houzz.com, Facebook, and Twiter. reads Show Me Lighting I Will Love and helps
Lighting showrooms such as Lucia Lighting & homeowners narrow down their preferences be-
Design in Massachusets ofers an Education & fore they visit a showroom. There is even a live
Inspiration area on its Web site (www.lucialighting. help chat feature on the site as well as Lighting
com) that provides trend information, lighting tips, Tips from the Pros and an invitation to receive the
articles from the American Lighting Association companys Lighting Made Simple magazine.
(ALA), a Green Lighting Glossary, YouTube videos At Hubbardton Forge, the companys hand-
featuring lighting designers, a newsleter, and links crafsmanship is detailed on its Web site (www.
to its social media. hubbardtonforge.com) through videos of the pro-
The Web site for Western Montana Lighting in duction process plus highlights of its eco-friendly
Missoula (www.westernmontanalighting.com) pro- practices. Blog posts from employees about things
vides consumers with access to the ALAs Bright
Ideas newsleter for lighting tips, has educational
videos from Minka Aire, Kichler, and Quoizel, and
ofers the capability for creating a Wish List of
products.
Phillips Lighting & Home in California has a Get
Inspired section on its Web site (www.phillips
lighting.com) that features installation photos by
room category, has a Lighting Tips Galore section,
a Helpful How-To area, video gallery, plus a blog.
Some retailers, such as Lighting by Wetsteins
in Wisconsin, have made things easier for the
consumer to shop within their own site (www.
lightingdesignlax.com) by ofering a price compari-
son buton (regarding items selected on the site),
the ability to shop by brand, by room, or category
plus the addition of a shopping cart.
Lighting manufacturers have also been investing
heavily in providing consumer-friendly tools that
reinforce their brand name while providing tips,
application photography, a full range of product
styles, and a list of nearby lighting showrooms.
To underscore their commitment to quality, many
manufacturers have shot videos that detail their

august 2013 | enLIGHTenment Magazine 59