Page 70 - Lighting Magazine - August 2013
P. 70
5
Retail Strategy
Business Partnerships
You Might Not Have
Thought of (But Should)
James P. Fleming of Camelot Consulting Group reveals
several non-traditional marketing approaches that can
pay of for lighting showrooms.
hile most retailers readily acknowledge traditional advertising is not delivering the
degree of new business theyd like or need, few explore unconventional marketing ap-
proaches that can. Developing and managing mutually benefcial marketing alliances
with other businesses and preferential relationships with interior designers, archi-
W tects, electricians, real estate agents, and other home building and remodeling industry
professionals is a time-proven strategy for generating ongoing referrals and new business. While many
know this, very few do it!
Here are fve of what I call referral source targets with some execution strategies to set your sights on.
These fve groups interface daily with the same demographic you are trying to target with your newspaper/
radio/TV ads, but their prospects have a much greater likelihood to be in the buy cycle for the very
products you sell.
1. Real estate agents & BRokeRs
These professionals are on the phone and in the ofce and car with highly qualifed prospects for lighting
and home décor showrooms! Develop a gif certifcate program that ofers real estate agents a tangible
beneft to ofer their clients with no expense to them. I call that a WIN/WIN/WIN!
One program Ive implemented with retail clients is to design, print, and distribute $100 gif cards in the
format of a $100 bill. While I recommend that the $100 be good towards a purchase of $500 or more, you
can modify it to increase the response. On the back of the card are lines which allow the real estate agent
to fll in the clients name and theirs:
(ie: A Gif for:_______________ Compliments of:______________ Expires:____________ )
TIP! For this program to be successful, You must be commited to visiting your local real estate ofces
to schedule a morning bagel & breakfast or sandwich & lunch appointment for meeting with their
staf to present the program. At the same time, share information and education on the many ways
lighting can enhance a homes value and position it to be seen in its best light to sell.
68 enLIGHTenment Magazine | august 2013 www.enlightenmentmag.com
Retail Strategy
Business Partnerships
You Might Not Have
Thought of (But Should)
James P. Fleming of Camelot Consulting Group reveals
several non-traditional marketing approaches that can
pay of for lighting showrooms.
hile most retailers readily acknowledge traditional advertising is not delivering the
degree of new business theyd like or need, few explore unconventional marketing ap-
proaches that can. Developing and managing mutually benefcial marketing alliances
with other businesses and preferential relationships with interior designers, archi-
W tects, electricians, real estate agents, and other home building and remodeling industry
professionals is a time-proven strategy for generating ongoing referrals and new business. While many
know this, very few do it!
Here are fve of what I call referral source targets with some execution strategies to set your sights on.
These fve groups interface daily with the same demographic you are trying to target with your newspaper/
radio/TV ads, but their prospects have a much greater likelihood to be in the buy cycle for the very
products you sell.
1. Real estate agents & BRokeRs
These professionals are on the phone and in the ofce and car with highly qualifed prospects for lighting
and home décor showrooms! Develop a gif certifcate program that ofers real estate agents a tangible
beneft to ofer their clients with no expense to them. I call that a WIN/WIN/WIN!
One program Ive implemented with retail clients is to design, print, and distribute $100 gif cards in the
format of a $100 bill. While I recommend that the $100 be good towards a purchase of $500 or more, you
can modify it to increase the response. On the back of the card are lines which allow the real estate agent
to fll in the clients name and theirs:
(ie: A Gif for:_______________ Compliments of:______________ Expires:____________ )
TIP! For this program to be successful, You must be commited to visiting your local real estate ofces
to schedule a morning bagel & breakfast or sandwich & lunch appointment for meeting with their
staf to present the program. At the same time, share information and education on the many ways
lighting can enhance a homes value and position it to be seen in its best light to sell.
68 enLIGHTenment Magazine | august 2013 www.enlightenmentmag.com
