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Advertising

 

Is print dead?  Hell no!  It's just got to be a part of your comprehensive marketing strategy.  The media buy needs to be in the right publications, with the right audience.  It's got to compliment the rest of your strategy.  The message needs to carry over into other mediums.  It can't be a stand alone tactic.  Here are some of the examples of some of my award winning advertising.

Things are looking up

This is my favorite ad that I've ever done.

 

The Lumination product we showcased is unique.  You can see through it when it is turned off.  When on, there is a narrow beam that is clear.  I wanted to showcase the sexiness of the product.  This is a product for office conference rooms, so the model we chose fit the demographic we were going after: someone with sophisticated taste.

 

We were also coming out of the recession in mid to late 2012.  I like the optimism in the headline.

Imagine an office that works as hard as you.

This ad targeted both Office Facility Managers and Financial Officers.  

 

The headline speaks to the maintenance aspect that affects the Facility Managers, while the image speaks to the CFO by explaining how ROI of a lighting upgrade can impact bottom line.

Back to Square One

This ad introduced Lumination to the market.  

 

We needed a headline that showed we were serious about our introduction to the Lighting Fixture world.  We were known to be a best-in-class lamp and ballast company, but we never played in this Fixtures space.

 

I liked how this headline playfully eplained our change in engineering philosophy.

 

The sky's the limit

We partnered with AT&T in this ad from 2011.  

 

They wanted to showcase their commitment to the environment, and we wanted to showcase that LED could be a viable option in large scale projects.

Send Fluorescent out to pasture.

This was a very controversial advertisement from 2010.  We were introducing a product that was a first of it's kind replacement for fluorescent lighting in big box signs.

 

GE Lighting management was nervous that this was sending a message that we were cannibalizing our fluorescent business.  We were only targeting signage manufacturers with this ad campaign, which allowed us to proceed.

 

We leveraged this in digital advertising in Signs of the Times as well.  The reported that this was the most successful ad they have ever run (per click through rates and reader surveys).

The sky's the limit

This ad complimented the AT&T ad that ran above.

 

There is such a thing as "too much of a good thing".  We ran this ad to compliment the AT&T ad (shown above).

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