ALA Relaunches Lighting Makeover Promotion
 

The American Lighting Association (ALA) in conjunction with Better Homes and Gardens (BH&G) Special Interest Media kicked off a $10,000 lighting makeover sweepstakes for homeowners in April.

The marketing promotion had already been done successfully in 2004 and 2005, and is back with a bang this year after a five-year hiatus.

“The primary goal of the makeover sweepstakes is to generate some excitement about lighting for the homeowner,” says Larry Lauck, Vice President of Communications for the association. “With the current state of the economy, we wanted to do something to help drive sales to ALA-member showrooms.”

Homeowners who visit participating ALA showrooms can enter the contest in person or online at the association’s website. The sweepstakes, which launched last month in conjunction with the release of Lighting magazine, will be heavily promoted in the BH&G consumer special interest publication, on the ALA site and on magazine display racks shipped to showrooms.

This year, four winners at various reward levels will be selected at random from entries received by showrooms through Sept. 30, 2010. Homeowners can compete for a grand prize of $5,000, second prize of $2,500, third prize of $1,500 or fourth prize of $1,000. All prizes will be awarded as lighting packages that include product and design services by an ALA-certified lighting designer.

ALA will collect consumer contact information to deliver sales leads to showrooms and build their marketing lists. “This is another way for us to develop a line of communication as we move forward with consumers interested in lighting products,” says Lauck. “We’re able to continue [the dialogue] with those consumers through a variety of ways, including sending them e-mails, magazine subscriptions, newsletters and videos from markets.”

He adds, “We want to really involve the consumer with the ALA showroom. It allows a showroom to establish stronger relationships with potential customers.”

In the past, the program drew tens of thousands of entries from across the United States and Canada. New this year is the partnership with the BH&G brand.

Showrooms with customers who have won previously were Robinson Lighting & Bath in Winnipeg, MB, Canada and Connecticut Lighting Centers in New England.

The program garnered plenty of buzz and attention, and really got the staff pumped up, recalls Brett Robinson, Branch Manager for Robinson Lighting. “The ALA lighting makeover project did create a lot of excitement here in our local market. It was fun for our staff, for the customers that won it and a great experience overall.”

Robinson was the first showroom with a sweepstakes winner in 2004. “After” photos of the resulting design by Norm Brown, CLC®, of Norburn Lighting are shown here. Robinson enjoyed plenty of local media exposure as a result of serving the winning couple, Robinson says, adding that he would certainly participate again this year.

The promotion, funded by the ALA BiNational Advertising and PR Program, is voluntary and open to all ALA showrooms. Merchandising materials are available.

“It’s now more important than it’s ever been to come up with promotional programs to help the ALA showrooms during this tough economy,” says Lauck. “It’s definitely a win-win for the industry.”

Winners will be announced during the ALA Conference at the Encore Las Vegas in September.

For more information, visit www.americanlightingassoc.com/lightingmakeover.

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