Page 38 - enLIGHTenment Magazine - December 2015
P. 38
2015
A CONFERENCE
lessons from ala
HUNTINGTON BEACH
NEW FACES, NEW COMPANIES
consumers can see that you are participating in the
educational e orts of that community. It gives you
more credibility,” he noted. When someone clicks
on the badge, they will be taken to the Houzz page
It was the rst for that organization. “Having that organization’s
time that Je and
A liation badge on your pro le allows you to be
Julie Lagaly of found in a more targeted directory,” he said, adding
Civilight North
America were able to that an ALA Professional badge will debut in the
near future.
show the company’s
line of LED recessed
xtures and bulbs
how consumers use houzz
to the lighting
“The number one way that consumers nd a
showroom market
and reps, such as business on Houzz is through the Photo Search
Marcus Appel of function,” Stern said. The more speci c you are in
Lighting Sales of
captioning your photos, the be er: For example,
Memphis.
“recessed lighting in Vancouver, Washington.” The
more recent a photo is, the more o en it is “saved”
to an Ideabook, according to Stern. Why? Since the
site is continually updated, the most recent photo
postings appear at the top of the Search page.
The second most common method that consum-
ers use to navigate Houzz is through keywords.
“Get speci c with what’s in your photos so they
become more targeted in the search,” Stern said.
“Don’t just put ‘rug,’ but ‘black and white pa ern
rug.’ Users will also use a nish name/color as the
keyword.”
Tagging photos can always be done at a later
It was the rst time that award-winning Tom Lillie, President of Holtkö er, date, if need be. Stern recommended doing a
task lighting manufacturer Koncept
was pleased with the Lighting for
search for your own business name and a product
has exhibited at the ALA Conference. Tomorrow Award that the company
National Sales Manager Cli Grendahl received for its innovation and was you carry to make a tag.
was pleased to introduce the line appreciative of the positive feedback
(including soon-to-be-release sconces) from customers regarding its future
BuyIng/sellIng on houzz
to the lighting showroom audience.
direction.
As of 2015, there is a “Marketplace” listing on Houzz
that works in conjunction with the “Shop” function.
“People can purchase products through Houzz
using Marketplace,” Stern remarked. “It’s like an
Amazon.com-style of marketplace for the renova-
tion industry.” He noted that Lighting has become
the second most popular category in “Shop.”
Can anyone sell a lighting manufacturer’s prod-
ucts on Houzz? The answer is no. “We only want
people/companies who would normally be selling
that product through traditional channels,” Stern
clari ed.
While it is free for a lighting showroom to have a
pro le page, upload limitless photos, and perform
Fresh from the Lighting for Tomorrow awards at the ALA Conference, Stephen
tagging on Houzz, there is a more advanced op-
Blackman and Greg Cesca of BlackJack Lighting showed their product line at the portunity available called the ProPlus program.
Conference.
36 enLIGHTenment magazine | December 2015
www.enlightenmentmag.com
