Cleveland Lighting, Lyndhurst, OH
After a fire destroyed its original showroom in 2009, Cleveland Lighting came back from the ashes with a facility that set a new standard for modern showroom design. Its ability to rebound and its vision of a new retail environment won the family-owned operation Showroom of the Year awards in 2010 and 2011. Cleveland Lighting remains a destination for customers who want to see the store up close and personal, but much of the excitement this past year happened behind the scenes in the area of online marketing.
Revamping the Cleveland Lighting brand with modern marketing tools has required letting go of tried-and-true business models, including the radio spots the showroom ran for years. A large percentage of the marketing budget was shifted from conventional to online media. Monthly search engine campaigns now boost website traffic and the company’s growing e-commerce business, while also driving store sales.
A small team handles the big job of managing the various components of the new marketing program. Knowing the actual number of hits, conversion rates and the like gives the company keen insight into shopping habits, what customers are searching for online and which items catch their eye. Being able to quickly change course in real time when a particular item or campaign is not gaining much traction is a huge advantage.
While seemingly less personal, the company’s new approach to marketing has also improved its ability to form relationships with new and existing customers, including those who live out of state or even in a different country. Monthly e-blasts keep customers connected and informed about Cleveland’s latest product introductions, sales and in-store events. These communications, plus the website, are building a large, loyal fan base for Cleveland Lighting and the impact is benefitting both sides of the business. Breaking the marketing mold is indicative of the company’s desire to be innovative and stay ahead of the curve. Yet some things never change; a motivated, dedicated staff continues to deliver the high level of customer service that made Cleveland Lighting what it is today.