Changing minds about eco lighting
Philips Lighting business to business campaign
Philips, pioneers of eco-lighting solutions, have increased new product development massively in recent times. The task for Point 6 was to help grow sales within the lighting trade. There was a need to inform as well as show the huge range of eco lighting replacement solutions available, plus explain the environmental and cost savings possible by adopting new solutions.
Quick reference guide
Central to our ‘Uplamping’ campaign was this pocket-sized, ring-bound user guide. Featuring the complete Philips eco lighting range, it explains all the options and benefits clearly and simply. Initially designed as a sales aid for trade counter use, it quickly became apparent a second print run was needed as many trade customers found the guide so useful that they wanted their own copies.
Email marketing
Aimed at telesales staff in trade outlets, these regular cost-effective product-specific emails neatly explained the benefits and correct applications of different Philips uplamping products as featured in the quick reference guide.
Direct mail
Aimed at managers in trade outlets, our ‘Give your sales a boost’ promotion highlighted the benefits and sales margins possible from adopting the new eco lighting solutions. It featured a quick overview leaflet and a real Boost bar for managers to enjoy while they read through the advantages.
Merchandising
As an extra reminder about uplamping, we created bespoke merchandising for selected trade outlets. These included window graphics, point of sale leaflets and dispensers, shelf strips, headers, counter-top mats and counter fascia panels – all carrying the Philips eco lighting message.
Kirsty Shillabeer – Trade Marketing Manager, Philips Lighting:
“I was introduced to Point 6 by Philips Consumer Lighting and have never looked back. Their attention to detail, fast response and friendly nature, have made it a real pleasure to work with them this year. They have been the only agency in recent times that have quickly grasped what my market is all about and have produced an extremely comprehensive uplamping campaign this year that has proven results; 80% campaign awareness, 77% of people found the material either useful or very useful and sales have increased. I would definitely recommend them to other colleagues.”