January/February 2012 • Volume 42, No. 1
www.americanlightingassoc.com
ALA Adds
Additional Survey
to Manufacturers’
Sales Survey
ALA Launches New, Expanded Programs
Light Watch
Mark your calendars now for these
upcoming lighting events.
Jan. 19-23
Dallas International Lighting Market
The ALA Manufacturers’ Sales Survey has been expanded to include an additional annual survey, which will report
estimated total sales for five distribution
channels: showroom, internet, big box/
DIY, electrical distributor and other. The
additional survey was initiated as a result
of requests from multiple manufacturers.
“In the past few years, manufactur-
ers have seen dramatic changes in their
customer base,” says Rick Seidman,
president and CEO of Quoizel, Inc. and
chair of the Manufacturers’ Sales Survey
Task Force. “This survey can help all of
us to understand the trends affecting
each channel of distribution. It is our
hope that this additional survey will be
a helpful tool for forecasting, product
development, sales strategies, etc.”
The additional survey was designed
to provide manufacturers with a better
understanding about the market share
for different distribution channels and
answer questions such as:
▶ What is the internet’s impact on retail
sales?
▶ Are home centers continuing to gain
market share?
▶ How are lighting showrooms faring?
ALA has received positive feedback
from several manufacturers regarding
this new survey.
“I think this is a great initiative,” says
Yuh-Mei Hutt, president of Golden
Lighting. “The more you know about
your market, the better the decisions you
can make. With this information, we can
make sure that we are identifying the
right opportunities and allocating our
resources in the proper manner.”
The additional survey will be admin-
istered once a year, in conjunction with
the original survey, starting in January
2012.
“As a reminder, only the manufacturers who participate in these surveys will
Continued on Page 15
The ALA will introduce several new initiatives and expand others in
2012 as part of its goal to provide value
to its members and strengthen their
bottom lines. The objectives were approved by the ALA Board of Governors
Executive Committee in November and
are outlined in the 2012 Action Agenda,
mailed to members in December.
Among the new initiatives being
introduced in 2012 are:
1. BiNational Advertising and PR
Program
▶ Gain 250 million consumer impressions, expanding consumers’ awareness of lighting
▶ Provide member showrooms with
65,000 qualified leads
▶ Update the Lighting Your Life
brochure and make it available on the
website
▶ Develop You Tube videos to drive
consumers to member showrooms
2. Government Affairs
▶ Urge the EPA to approve controls
as an ENERGY STAR-qualified
product
Jan. 26
Live Webinar: How to Design Lighting
for a Home Entertainment Room
(L to R) Tony Davidson, chair and president/CEO of Kichler
Lighting; Dick Upton, CCE, president/CEO of ALA; Elise
Severson, CLC, CLMR, chair elect and partner of Lytestyles;
Nici Juneau, LA, director of education for ALA; Carolyn
Overman, immediate past chair and owner of Western
Montana Lighting; Bob Dillon, CEO of Hubbardton Forge;
Clark Linstone, treasurer and president of Pacific Coast
Lighting; and Rick Seidman, secretary and president/CEO
of Quoizel, Inc., participated in the executive committee
meeting in November when the ALA’s 2012 objectives
were approved.
Feb. 16
Live Webinar: How to Light a Midsize
Home Using Only LED Lighting
June 21-25
Dallas International Lighting Market
▶ Aggressively act on government regulations of interest to the industry
3. Education
▶ Provide a new, live webinar training
every month
▶ Provide proven retailing concepts to
help members
▶ Provide live and recorded (24/7)
teleforum training for manufactur-
Continued on Page 15
Sept. 9-11
2012 ALA Annual Conference
Hyatt Regency Scottsdale Resort and Spa
at Gainey Ranch
Scottsdale, Ariz.
Paper or PDF?
ALA On-Demand Webinars Offered
Free of Charge to Members
If you would prefer not to receive
a paper copy of Lightrays, please
send your e-mail address to
bglenn@americanlightingassoc.com
A link to the electronic PDF of
Lightrays will be e-mailed
to you for each new edition.
Thanks to the underwrit- ing of Lutron Electronics
Company, Juno Lighting
Group and Toshiba LED
Lighting, members of
the American Lighting
Association will soon be able
to access the ALA’s on-demand library of
educational webinars free of charge, making it a value-added membership benefit.
“We are very pleased to announce that
ALA’s on-demand webinars will soon
be able to be viewed by members at no
charge,” says ALA President and CEO
Dick Upton, CCE. “Until now, members
had to pay $39 per person to watch one
of these recorded webinars. However,
soon, thanks to the sponsorship of Lutron
Electronics Company, Juno Lighting
Group and Toshiba LED Lighting, members may access this valuable educational
IN THIS ISSUE
training for free.”
Available 24/7 on the ALA
website, the on-demand webi-
nars offer a convenient way to
further members’ training and
stay on top of lighting trends
at a time that is convenient to
their schedule.
“On-demand webinars offer ‘anytime’
training,” says Nici Juneau, LA, ALA
director of education. “They are a fast,
easy and convenient way to get your
staff trained at a time that works for
their schedule. These training courses
provide a quick way for showrooms to
stay ahead of their competitors in this
ever-changing economy.”
Watch for an announcement includ-
ing specific instructions on how to ac-
cess the library in early 2012.
2 Technology/Energy Efficiency
5 Showroom Management
6 Association News
7 2012 Annual Conference
9 Government Affairs
10 January Market
12 Education/Training
14 Member News
The American Lighting Association
is a trade association representing
the lighting industry, serving
members and their customers, and
working to protect and advance
the industry while promoting the
sale and application of quality
lighting products.
