For years, David Nestor’s lighting business flourished as tract homes sprung up all over the Denver area. In his second “born again” lighting life, he sells fashion to homeowners who are redecorating and remodeling.
The chance for a “second time around” came in 2010, after the lighting showroom business he had sold previously failed after four years. Nestor bought the company back and returned with his team to transform the showroom into what it is today in just two months time.
Where the business once had its cash tied up in inventory, it now goes to marketing. Local television and radio ads build awareness and generate store traffic. Urban Lights has had success combining search engine optimization/search engine marketing with a strong social media presence, which strengthens the company’s “organic place” on the web. Dollars saved by running smaller black-and-white newspaper ads now go into banner ads, online coupons and the like, which are intended to bring shoppers to the company’s website.
While it is hard to measure the actual impact of the switch, there has been no loss of business as a result, either. Overall, the goal is to motivate potential customers to shop the 20,000-square-foot showroom, where they will find the latest lighting displayed with stylish home fashions.