Passion Lighting, Grapevine, TX
Winner of the 2012 Showroom of the Year Award in this category, Passion Lighting entered again this year with news on a number of fronts. Yet the 9,000-square-foot showroom’s “passion for everything lighting” is firmly in place, reflected in a vast product selection, innovative displays, creative marketing and sales professionals who are talented, enthusiastic and highly knowledgeable.
Finding new and creative ways to expose the company to new customers while meeting the needs of existing customers is a daily mission for the people of Passion Lighting. This year, the company is implementing the most comprehensive marketing plan in its six-year history. With funds that represent a 50 percent increase over last year’s marketing budget, Passion Lighting is investing in Web communications, print advertising, signage, online videos and events. Already it has started to use Facebook, Flickr, Pinterest and Houzz, with a goal to boost its e-mail database by 100 percent over the next year or so. Traditional print media is also part of the mix, destined to help launch Passion Lighting’s new ad campaign. New brochures and a new store signage program round out the effort.
Passion Lighting changes at least 75 percent of its displays within a year. A new Media Center area gave the showroom a new look and feel, while adding a functional work area to boot. It is now being updated to include LED lighting displays.
Thanks to these and other innovations, last year Passion Lighting had record sales. But even in its early days when it was losing money, the company donated a percentage of sales to Cook Children’s Medical Center and continues to do so. Other causes Passion funds are two national organizations, Wounded Warriors and Susan G. Komen for the Cure. The company also supports roughly 25 charity auctions with product donations, including two very significant items for the Cattle Baron’s Ball. The items raised well over $1,000 that went to the American Cancer Society. The feedback from customers who attended the event was so positive, the company plans to repeat the donation again this year.