ALA’s Launches Multi-Faceted Marketing Campaign Aimed to Boost Showroom Sales

By Larry Lauck , ALA Executive Vice President

The ALA Marketing and PR Program continues to develop exciting and creative campaigns to enhance homeowner interest to buy lighting, ceiling fans, and controls at their local ALA showroom. This year will mark the first time the ALA marketing campaign will have both a distinct national and local flavor in its approach.

Beginning next week, a U.S. and Canadian Google ad campaign will be launched and will run throughout 2023, which will be a first. Last year, the eight-month campaign attracted more than 381,000 consumers who clicked on the ALA website to find their local ALA showroom and to download?Lighting?magazine.

In March, ALA will roll out a series of style and tips videos, slides, blogs, and email marketing stories for showrooms to utilize in their social media campaigns. The campaign will also feature a brief video touching on four key reasons ALA showrooms are the only place to shop for high-quality lighting with trained professionals and guide viewers to the ALA showroom locator.

New?Lighting Magazine Hits Showrooms and Newsstands Soon

In April, the international consumer magazine?Lighting, will be shipped to ALA showrooms to pass on to their clients and to promote on social media. Now in its 17th?year, it is also placed on newsstands in high-end neighborhoods.?Recent showroom research shows that when a showroom promoted the?Lighting?magazine vs. a coupon, the magazine outperformed the coupon.

The campaign elements above are funded by member contributions to the ALA Advertising and PR Program, previously called the BiNational Ad Program.

ALA and Lit Living Enter Content Partnership

ALA and? Lit Living Inc. , a company that provides automated marketing solutions to lighting showrooms, are excited to announce that they have entered into a partnership agreement to promote and utilize ALA’s multimedia content.

The partnership will begin this March and allows Lit Living to utilize ALA’s videos, blogs, email campaigns, and more, in their clients' marketing campaigns. The promotion of the association’s branded content will also further solidify ALA and its members as the leading resource for high-quality lighting.

This agreement also provides a membership growth opportunity for ALA by connecting the association with Lit Living’s clients through co-branding on the company’s client analytics reports and promotion of ALA membership information.

If you have questions about any of these initiatives or would like to learn more about the ALA Advertising and PR Program, please?contact Larry Lauck.