Today: Living Social
The final look back in honor of our 20th anniversary: Web marketing ushers in a new era for lighting showrooms.
Cori Dunn
 
Residential Lighting magazine pinterest
Residential Lighting's Pinterest page

If showrooms were still feeling unsure about using the latest marketing technologies to improve business, the first-ever Digital Day at the January 2012 Dallas Intl. Lighting Market put that to rest. Intended to help showrooms keep up with their larger or more tech-savvy competitors, the day of e-marketing seminars covered using e-mail, Web marketing and social media.

Residential Lighting magazine began writing about Web marketing in the late 1990s and expanded that coverage to include social media about two years ago. In a 2010 interview, media consultant Debbie Weil said using social media is “ultimately really about doing business differently. Companies that are more engaged with customers make more money.”

The American Lighting Assn. (ALA) updated its website in 2010, making it a source of free content designed to enhance a member showroom’s own site and increase visibility in search engine rankings. As public relations maven Mary Lou Denny told RL readers, “a website isn’t just about getting hits; it’s about people hitting on good information. That’s how they stay connected to you.”

Our magazine’s Showroom of the Year Award finalists and winners are avid users of Web marketing. Although its Sacramento, CA, showroom dates back to 2004, Lumens Light + Living has become one of the country’s largest online sellers of contemporary lighting by maintaining a robust social media presence on Facebook and Twitter. For showrooms that focus on local markets, the old formula of ads in weekend newspapers and the Yellow Pages has given way to a new media mix that depends on search engine optimization (SEO) to drive store traffic. Dave Nestor of Urban Lights in Denver, a 2011 Showroom of the Year winner, reported that his showroom’s social media presence and partnership with the Denver Post website “improve our organic place in the Web world.”

Looking Forward: Like Me!

Facebook timelines have become modern-day time capsules, capturing key moments andmemories on companies’ pages. Here, a collection of current posts that perfectly represent the industry as this issue goes to press.

Capitol Lighting: We’re happy to announce Vanilla Ice Lighting! This line was designed by the Ice man himself and is available exclusively at Capitol Lighting and 1-800Lighting.com.

Lumens Light + Living: Friends and customers: Our thoughts are with the millions of people on or near the East Coast that have been affected by Hurricane Sandy. Because many of the brand partners that we work with ship products from warehouses located in areas affected by the storm, recent orders may ship later than estimates that have been provided.

Hermitage Lighting Gallery: We've just added a new hardware line: Ashley Norton.

Lightology: Wow! Our 10th Anniversary party was amazing! Thanks to everyone who made it out!

American Lighting Assn.: In his October Technology Newsletter, ALA’s Terry McGowan wrote a fascinating article about smart light bulbs — the newest trend in bulbs.

Lamps Plus: It’s time for the Pinterest Pin of the Week! We love a great crystal chandelier, especially when it’s dramatically and unexpectedly hung above a modern coffee table.

About this author

Cori Dunn

Cori Dunn has been covering the retail, lighting and furniture industries since 1982, and was the Founding Editor of Residential Lighting. Dunn also created Furniture Style and Home Fashion Forecast magazines. In this blog, she takes a look back at the last two decades in the lighting industry, in honor of Residential Lighting's 20th anniversary.

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