The partnership came from discussions between DES and Bulbrite about how they could create an impactful event that first drove traffic to the store, and then secondly would help consumers understand the benefits of using LEDs.
“Through the educational event we hoped consumers would understand that there is also a value to buying the LEDs at a lighting showroom where they could actually speak to a lighting expert rather than the limited knowledge of staff at many larger home center type stores,” says Martha Delgado, Bulbrite Product Marketing Manager. “We knew that to drive traffic we had to select something catchy, so we piggybacked on the end of daylight savings time when most users need to turn on indoor lighting for more hours.”
More than 150 consumers visited DES during the event, which took place from 9 a.m. to 5 p.m. Three LED seminars were presented by Bulbrite and DES team members throughout the day — they were scheduled to last 15 minutes, but with Q&A from an active audience, each lasted about 50 minutes.
“These seminars were a huge success because once the consumer understood the long-term value in LED lights, they were immediately willing to make the investment,” says Sharina Mendoza, DES Director of Marketing.