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:
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