Page 84 - Enlightenment Magazine - July 2013

MaxiMize Your ROI

Ways to Get More

ROI for Your

6Marketing Dollars

Consultant David Gordon, president of Channel

Marketing Group, ofers creative ways to maximize

opportunities that retailers might not have realized.

1 Think About Seasonal Occasions

For example, October is Fire Prevention Month and November
starts Daylight Savings Time both are timely for running promotions
on light sources and controls. The autumn months are perfect
for advertising that taps into consumers desire to spruce up their
homes for the holidays. Late winter and early spring are ideal for
bringing atention to landscape and outdoor lighting.

2 Ask for Support

Manufacturers have literature that you can customize with
your stores logo and distribute to your customers. Reach
out to your reps and vendors to see what may be available
to you. Perhaps there are consumer-oriented seminars that
can be hosted by a rep, or a manufacturer may sponsor a
lunch-and-learn event for the stores architectural and design
communities.

82 enLIGHTenment Magazine | July 2013 www.enlightenmentmag.com