Lighting One 2024 Marketing Guide

2024

MARKETING GUIDE putting it

ALL TOGETHER

LEARNING, GROWING & MOVING TOGETHER As digital marketing strategies and trends expand and advance, we continue to work toward results for our member showrooms and to optimize the ways in which they are earned.

We can’t wait to share what’s in store for 2024!

IN THIS GUIDE You will see valuable resources along with recommendations and references to keep close by.

1

Lighting One Digital Marketing Program

2

Member Benefits

3

2024 Marketing Calendar with monthly campaign themes

4

'Coming in 2024'

©2024 Lighting One. All Right Reserved.

MARKETING STRATEGY Our marketing strategy focuses on three pillars; In-Store Traffic, Online Sales and Pro Business. From these pillars we tailor a strategy to your specific business goals and target audience.

In-Store Traffic – We drive in-store visits through marketing paid ads, social media boosting and email. We measure these results through the interest shown and actions taken as a result.

Online Sales – Enabling online sales expands your potential customer reach and helps you hold margin. Marketing efforts like Google Shopping ads, abandoned cart recovery flows and promotional emails are a few tactics used to drive online sales.

Pro Business – To grow and promote your pro business we run ads on social channels and send emails to a curated list of existing and prospective pro clients.

We choose the tactics that best align with your goals and optimize within each tactic to maximize your results.

Social Media Marketing

Google Local Inventory Ads

Search Engine Optimization

Content Marketing

Landing Page

Social Media Ads

Email Marketing

Lead Generation Ads

Google Search

Local Search Ads

Targeted Digital Advertising

Google Shopping

Online Reviews

1

OUR DIGITAL MARKETING PROGRAM The Lighting One Digital Marketing program was born out of the collective needs of our members and has continuously developed to address the evolving marketing requirements of all member showrooms. From its inception, the program’s strength lies in the power of knowledge sharing among members and the collaboration between the marketing team and participating showrooms.

Our dedicated in-house marketing team provides comprehensive support for a variety of marketing initiatives, including…

Strategy Development, Paid Advertising, Email Marketing, Social Media Management, Web Design & Ecommerce

platforms

Contact the L1 Marketing team for additional information.

©2024 Lighting One. All Right Reserved.

3 Types

Paid Digital Marketing Search Marketing Useful to increase brand awareness and target new customers.

Social

Media Management Having a routine and authentic presence on social platforms can make a considerable impact in a consumer’s perception of your business. After a quick look at your social feed a visitor will determine if you offer product or services that interest them and if your showroom is a business they want to purchase from.

Display Marketing Used to increase brand awareness and re-targeting consumers who are already aware of your brand.

Social Media Marketing Used to target potential customers with similar interests to your current followers and to boost visibility of content on social channels like Facebook.

Email

Marketing Still generating the highest ROI decades after its inception by averaging $36-$40 dollars earned for every $1 spent, marketing emails are an extremely valuable way to communicate with your unique customer segments.*

Web Design & Ecommerce

Imagine your online store as your virtual storefront, decked out with eye-catching displays and a clear path to checkout.

Design creates the atmosphere, that draws customers in, while ecommerce ensures a smooth shopping experience.

*https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/

3

MEMBER BENEFITS

NATIONAL ADS

The marketing team is dedicated to providing resources and promotion for all members including: 1. Marketing Assets 2. Yearly Digital Audits 3. National Marketing

with a NATIONAL ADVANTAGE As a result of national ad campaigns, email marketing and social media under the Lighting One brand, traffic is directed to the showroom locator on the Lighting One website. From the showroom locator, site visitors can navigate to their local showroom’s website or get directions for an in-person visit.

Through dedicated time, creative efforts and regular digital ad spending, every day we are invested in helping your business grow.

©2024 Lighting One. All Right Reserved.

EMAIL MARKETING

SOCIAL MEDIA

5

2024

MARKETING CALENDAR JANUARY

FEBRUARY

MARCH

The Year of

Light it

Outdated to

LED

Like a…

Upgraded

It’s the battle of the bulbs!

We’re talking LEDs vs. incandescent.

Let’s focus on the bright side of LEDs and share why they’re worth the swtich.

Lighting creates vibes!

Would you prefer a sterile dental office or a cozy library feel for your kitchen?

Say goodbye to clunky old fixtures and hello to sleek new lighting installations!

VARIOUS SPACES

KITCHEN

BATHROOM

JULY

AUGUST

SEPTEMBER

Beeline to

Decorate the

Light for

Quality Design

5th Wall

All Sights

Sure, you can browse for lighting almost anywhere, but you only work with expert designers in the showroom.

Lighting inspiration when your ceiling is decked out with wallpaper, paint, or other quirky features.

And all ages. Transition your lighting with your seasons of life.

VARIOUS SPACES

DINING ROOM

VARIOUS SPACES

©2024 Lighting One. All Right Reserved.

The marketing calendar consists of monthly themes* with topics based upon seasonality, trends, consumer buying habits and lighting industry happenings. Work with your marketing team to build promotional campaigns using the assets created for each theme, which will enhance your local marketing plan and coordinate with the Lighting One national marketing for 2024. Find these assets on L1members.net.

APRIL

MAY

JUNE

Favor

Give Mom a

Naturally

Nature

Breeze

Get ready to illuminate your yard from dawn til dusk with lighting ideas for the outdoors.

Keep your cool with a ceiling fan and snooze lik a pro!

Get ready to spruce up your space with an earthy feel and natural fixtures that transform your space into a cozy oasis.

LANDSCAPE & EXTERIOR

FANS

BATHROOM

OCTOBER

NOVEMBER

DECEMBER

Go for

Spice Up

Break the

Bold

‘Rules’

Your Light

No need to steal the spotlight, colorful wallpaper, bold paint, decor and lighting can all take center stage together in your room

Get ready for some hot color combos! Think rich reds, sultry browns, and moody purples, paired with complementary lighting.

A peek at unwritten lighting rules and how to break them, with style of course.

KITCHEN

LIVING SPACES

VARIOUS SPACES

*Promotional themes are subject to change.

7

We recognize the immense potential of trade pro customers as a source of consistent business due to their continuous stream of new projects.

With the Pro-to-Pro collateral created by L1 Marketing, your showroom can save time and money getting your name and services in front of local pros before their next project is complete. When reviewing the collateral, consider the way you currently do business with pro customer groups in your day-to-day operations and be prepared to work with L1 Marketing to customize the language to fit your business.

The following marketing assets are part of the Pro to Pro package: Pro webpage on your site with a lead capture form Email marketing to prospective and current pro customer lists Brochure describing the benefits a pro can receive partnering with your showroom Local list of pros purchased on your behalf using zip codes from cities in your business territory Social Media Posts COMING SOON! Contact the L1 Marketing team for additional information about Pro-to-Pro, including pricing.

©2024 Lighting One. All Right Reserved.

COMING IN

• Full Implementation of Marketing Strategy Framework • Updated Product Feed and New Ecommerce Theme • Product Data Enhancements • Expanding Pro-to-Pro – Marketing Campaign (social, lead gen ads) – Special Pricing in Big Commerce

9

MARKETING CONTACTS Tammy Dalton

Marketing Director tdalton@lightingone.com 314.592.1441

Rebekah Corbitt Marketing Specialist

rcorbitt@lightingone.com 314.592.1283

Brittany Walton

Digital Project Manager & Ecommerce bwalton@lightingone.com 314.592.1151

Deb Weis

Vice President, Business Initiatives Group dweis@pswholesale.com 314.592.1204

CONTACT US AT

marketing@lightingone.com ©This materials is highly confidential, proprietary, and is the property of CCA Global Partners, Inc. and its subsidiaries and affiliates and the entities they manage. It is protected by the Uniform Trade Secrets Act and the copyright laws of the United States, various states, and other countries. Disclosure of this information to parties outside your organization constittues a violation of your member or franchise agreements with CCA and may be a violation of low.