Page 62 - Lighting Magazine - August 2013

Web Marketing

Twiter is great when you want someone to read a

blog post or watch a video. Its a great way to draw
atention to something I want our followers to see.

Justin Draughn, Kenroy Home

they re passionate about for example, design and We do a lot of trouble-shooting, too. Its a chance
helping a local animal shelter strengthen the rela- for a company to show how customer service-
tionship between the company, the retailer, and the savvy they are by how well and quickly they
end-consumer. solve problems. Plus, if a customer has good things
In addition to videos of designers explaining the to say about your company, everyone can see it,
inspiration behind their new collections for Quoizel Draughn remarks. Facebook and the companys
and an overview from the president of the com- Web site are useful vehicles for driving promotions,
pany, Quoizel also ofers Design Tips, Cleaning & such as: Show us how Kenroy Home products
Maintenance Questions, and product catalogs for changed your décor, and enter a drawing for free
easy viewing. Kenroy Home merchandise.
Kenroy Home has made a commitment to As Draughn sees it, the mission for the manu-
expanding its Web site to be consumer- and retailer- facturer is to make it as easy as possible to sell
friendly. Everything is branded on our YouTube Kenroy Home, he explains. Weve made a commit-
channel and we let retailers pull the streams from ment to provide our retailers with every resource
that so they don t have to use up their bandwidth, they need. We can supply background images,
explains Justin Draughn, digital media manager for product specs, as well as video clips. We want to
Kenroy. We have some product videos that have make it plug and play, he says. Performing analyt-
received 10,000 views, and more than 100,000 ics has helped the team further target their eforts.
hits overall, he adds. The videos that detail the Weve gone from being on page 5 on Google to
companys fountains are especially popular. With page 2, he afrms. We have a heavy presence on
a video, we can demonstrate the water motion of Pinterest, Facebook, and Twiter. We really work at
each fountain and how it looks from all angles and it and continually add content. The more content
in a realistic seting when its operating. It takes the we distribute, the beter our search results, he
product of the page. comments.
Its not enough just to have a Web and social me- Small independent retailers might not have
dia presence; each avenue needs to be monitored realized that there are a lot of Internet tools that
regularly. Draughn pays close atention to audi- lighting manufacturers can provide at no cost to el-
ence interaction on Twiter, Facebook, Houzz, and evate both the name of the lighting brand as well as
Pinterest and tweaks the companys content ac- the store. Do not be afraid to ask for help or think
cordingly. Twiter is great when you want someone that you are too small of a customer to receive
to read a blog post or watch a video. Its a great way assistance. Have someone on your retail staf check
to draw atention to something I want our followers out each vendors Web site to see if there are ele-
to see, he notes. As @KenroyHome, the com- ments (i.e. tips, specs, videos, installations) that can
pany has even reached out to celebrity designers, be adapted to your own site. Don t focus on the
for example, sending a direct message to Carson Internet as a means for consumers to perform price
Kressley (formerly of Queer Eye for the Straight shopping, and start viewing it as a helpful tool to at-
Guy and now launching his own line) if the Kenroy tract customers to your store by providing valuable
team thinks a style would be great for his followers. information and establishing your business as the
On Facebook, we have more of a consumer angle. lighting experts.

60 enLIGHTenment Magazine | august 2013 www.enlightenmentmag.com