Capturing Q1 Sales
Hubbell Lighting supplies a comprehensive range of indoor and outdoor lighting products to industrial, commercial and institutional applications and is the largest manufacturer of residential lighting fixtures in North America. The largest Hubbell Lighting target category is the distributor network and their stock and flow business.
- Client
- Hubbell Lighting Incorporated
- Industry
- Lighting Manufacturer
- Services
- Branding and Logo Design | Direct Mail Campaign
Life safety product offering in emergency units, fluorescent battery packs, exit signs and AC inverter power systems
Specification-grade and commodity product offering including recessed downlights, track lighting as well as surface and pendant mounted lighting
Fluorescent parabolic troffers, lensed troffers, recessed/indirects, industrials, strips, wraps and linear high-bays.
A complete line of HID high and low-bay lighting featuring a multitude of reflector/refractor combinations
Full line of US manufactured wall mount, ceiling mount and floodlighting luminaries
- Project Perimeters
- Hubbell determined if they put a program together with Q1 weighted incentive program and sent out a brochure that stock sales would increase in first quarter as well as year over year. They wanted to make this an Elite club offered to everyone but only available to those who reach elite status in one of the three categories.
- The Response
- After a brainstorming meeting with Hubbell and a travel company we determined the Incentive would be an all inclusive golfing trip to Pinehurst NC. Next we presented concept boards and the client gravitated to heavy black imagery and loved the name - The Alliance League of Champions. We also presented some rough ideas on a what and why brochure explaining to agents how this program was going to benefit them.
- Even tho we developed a brilliant little golfesque scorecard for the Agents' monthly updates, we reiterated the point that our communication effort needed to carry momentum all year and asked them to consider a couple direct mailings spread out over time.
How to make a point with direct mail
We actually mailed a comp to our client so they could see first hand its effectiveness. People can't skip loud mail or lumpy packages. Humans are just way too curious.
Program Brochure
We worked really hard to have clean simple overview of this new program. I think we did well to keep a level of golf sophistication and explain the program clearly.
How to make a point with direct mail
How about three imprinted top shelf golf balls
rolling back and forth in a mailing tube?
This program worked exceptionally well... Actually worked so well - that we are refocusing it and are going to make it even bigger next year!
Ken Beale - Director of corporate communications