Marketing Beyond the Reps to Reach Commercial Lighting Decision Makers
by MGB2B
FreeImages.com/Balazs Irimias
Commercial lighting manufacturers have a long history of selling their products through lighting reps. Often, these are independent reps that are also selling products from other brands. This sometimes takes control away from the manufacturer when it comes to how their brand is perceived, which is why it’s important that manufacturers create their own connections with commercial lighting decision makers.
This can be a difficult task, however, because the lighting specifying process can be long and complex, potentially touched by many different people along the way. Commercial lighting manufacturers that can identify and understand the best ways to market to these diverse audiences will have greater success than those relying solely on lighting reps. If you’re thinking about taking control of your lighting brand’s message, here are a few good target audiences to start with:
Lighting Designers. Often working closely with architects or building owners, the lighting designer’s purpose is to specify lighting. And, according to the independent membership listings of the IALD, there are fewer than 5,000 of them in the US. Direct marketing is a good technique for reaching this smaller audience, but keep in mind that these lighting experts are less likely to be swayed by price, but by quality — both in the product and in the output of a luminaire. Also quantity, color, direction…the list goes on, so be sure to focus on specific USPs in your messaging.
Architects. While you may or may not have a lighting designer working on a lighting system you’re bidding, there is almost certain to be an architect. Their goals for lighting are part of an overall plan, so they want quality lighting products that will fit within their parameters. The old saying – form and function – truly applies to this audience, because in addition to staying ahead of changing styles and technologies, many of these professionals must pursue continuing education and accreditation in order to maintain a valid license. Sponsoring CEUs, lunch-and-learns, and other resources they need are great ways to reach this audience regularly.
Building Owners or Facility Managers. While they’re sometimes savvy to the “form” that’s so important to lighting designers and architects, building owners are usually more concerned with cost – both of the lighting system or fixture and the energy required to operate it. This can be a difficult audience to reach because of the sheer number of verticals and job titles it can cover. For example, while someone responsible for a hospital building may read a general publication like Facility Executive, they’re probably much more engaged in content that specializes in healthcare facilities. Rather than stretching your budget across multiple pubs in order to hit all of these verticals, target them with a series of campaigns on Twitter or LinkedIn where you can identify specific job titles, verticals, and keywords.
Electrical Contractors. Thanks to their in-depth knowledge of building codes and standards, electrical contractors are often unafraid to *gasp* modify the architect’s spec. After all, when something in a lighting system malfunctions, the finger is often pointed at them first. Providing electrical contractors with resources to help them better understand the installation process for your lighting system or fixture can establish trust and recognition for your brand among these influential decision makers.
These audiences, and many others, play significant roles in the commercial lighting selection process. Fully understanding each audience’s requirements and how they influence the final decision can help you determine who to target and what marketing materials to reach them with. Drop us a line to learn more about building an effective B2B marketing strategy and lead generation program for your commercial lighting brand.
Tags: architects, building owners, electrical contractors, facility managers, lighting designers, marketing strategy for lighting manufacturers