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Insights into the lighting market

The new way of working means decision makers drop into (and out of) your brand ecosystem in unique and unexpected ways, so it’s vital to demonstrate a clear understanding of their needs from the first contact.

To help us understand this sector better we looked at the responsibility of each decision maker (RACI), delved deeper into the needs of each decision maker, and formalised the likely factors that will influence each buying decision along the way.

Private or Public?

Lighting projects are split between private and municipal. Private ownership means the requirement for specific projects varies more readily.  Initial investment is always a factor but, for architectural installations in particular, the aesthetic of the luminaire can be a key feature.  For more industrial applications it might include light distribution, lifetime value, construction materials or sustainability.

For private projects there are four primary decision makers – The Lighting Designer, The Electrical Consultant, The Specifier and The Facilities Manager.

The Lighting Designer

Are primarily interested in visualising the ‘scenario’.  In the 21st century lighting is more than just having your lights turned on and off. No longer is it simply a case of having your lights on, off or dimmed. Today, lights are way beyond mere lighting. They have become an element of lifestyle playing a part in how you live, how your family lives and how it can enhance your activities, social life and mood.  The whole concept of smart lighting control systems is to light your home and yard, while also integrating it into your home environment, and personalizing your need for illumination. (https://www.moseleyelectronics.com/2017/03/08/lighting-scenarios-for-the-smart-home/_)

Photometry Data

The basis for all of this is photometry data. There are two photometric units that we need to consider here, total luminous flux and luminous intensity. Total luminous flux is the total amount of light emitted from a light source – measured in lumens. The luminous intensity defines the number of lumens in a given direction, per solid angle. This is measured in lumens per steradian, or candela. (http://www.photometrictesting.co.uk)

So, show me what this might look like. Show me in image galleries and case studies that can help me to picture the result.

Not surprisingly Lighting Designers tend to think visually – the look is everything. They’re looking to find ways to make projects happen, and consequently they are social and focussed on action. They may exhibit some impatience as they want to see some action and to deliver the project with great ease of use.

Once you have delivered and proved you have the products and the people to support lighting projects and deliver on time, budget and quality you can expect more business. They will be loyal, if they trust the product.

To get Lighting Designers onside – give then the calls to action that they want to see. The photometry data, the image galleries and relevant case studies. Don’t disappoint them.

We’re beach…

If you want to make waves in your own sector, then please get in touch. Eight thousand projects in twelve years means we’re experts when it comes to B2B marketing.

Our main aim is to provide creative, intuitive and innovative marketing solutions for your business, which is why our services include lead generation, website development, content creation and much, much more.

To find out more, contact us today. You can find us at our Northampton Head Office at The East Wing, Burlington House, Wellingborough Road, Northampton NN1 4EU, call us on 01604 239 837 or email us at hello@beachmarketing.co.uk.

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