March/April 2013 • Volume 43, No. 2

www.americanlightingassoc.com

ALA Partners With
Constant Contact
to Offer new
Member Benefit

The American Lighting Association recently announced a new partnership with Constant Contact® to offer members professional email marketing services at a discount.

“We’ve partnered with Constant
Contact, a leading email marketing
service, to offer our members a proven,
powerful and cost-effective way to stay in
touch with their customers at a discount-
ed rate,” says Eric Jacobson, CAE, ALA
vice president of membership. “ALA
members can use Constant Contact
to easily create and send high-impact,
professional-looking emails. It’s a great
tool to build customer loyalty, increase
referrals and promote repeat business.”
ALA members can now receive
discount pricing of 20 percent off a
six-month pre-paid account and 25

2013 Lighting Magazine hits
newsstands, Retailers in April

In April, more than 300,000 copies of the 2013 issue of

Lighting magazine will hit newsstands and be distributed to American Lighting Association member retailers that support the ALA BiNational Advertising and PR program.

Designed to promote the importance of lighting to consumers,

Lighting is the only national consumer magazine focused entirely on residential lighting. The magazine is published through a unique partnership between the ALA and Meredith Corporation’s Better Homes and Gardens Special Interest Publications.

In addition to showcasing beautiful lighting, the magazine educates consumers about lighting design elements, says Karman Hotchkiss, the magazine’s editor.

“Throughout the issue, ‘Layers of
Light’ features show how different types
of fixtures contribute to a thoughtful
lighting plan in every room of the
house,” Hotchkiss adds. “And ‘Get the
Look’ spreads inspire
readers to interpret
beautiful home design
with additional exam-
ples of ALA members’
lighting products.”
ALA manufacturers
that support the ALA
BiNational Advertising
and PR Program will
once again be promi-
nently displayed in the
publication through
advertisements, product
images and editorial coverage.

Consumers may request copies of the magazine through www.bhg.com and ALA’s website. Contact information from those requests will be forwarded to member retailers as sales leads.

Last year, some 60,000 consumers ordered the magazine and each name was provided to local retailers for follow-up.

For more information on how to get copies of Lighting magazine or to sign up for the ALA BiNational Advertising and PR program, contact Larry Lauck at 800-605-4448, ext. 227, or llauck@ americanlightingassoc.com.

Continued on Page 15

Light Watch

Mark your calendars now for these upcoming lighting events.

March 21

Live Webinar: How to Read Blueprints

April 11
Live Webinar: Residential Lighting
for Senior Living

June 3-6
Residential Lighting Training Course
Des Plaines, Ill. (Juno Lighting Group)

June 20-23
Dallas International Lighting Market

Sept. 22-24
ALA Annual Conference
Lost Pines, Texas

Email Marketing ROI

▶ According to the Direct Marketing Association, email marketing’s ROI for 2011 was $40.56 for every dollar invested.

▶ The 2012 Marketing Channel and Engagement Benchmark Survey, conducted by Message Systems, found that 63 percent of respondents cited email as the channel offering the best ROI.

▶ Seventy percent of respondents to a 2012 Econsultancy survey described email’s ROI as “excellent” or “good.”

▶ A marketing trends survey of business leaders reported that 60 percent planned to increase their email marketing budget in 2012.

▶ Of the small businesses surveyed in mid-2011 by Pitney Bowes, 68 percent listed email as their preferred marketing channel.

ALL STAR CONFERENCE PAGE 7

ALA shoots new Consumer Video
on LeD Lamps

As part of the American Lighting Association’s BiNational Advertising and Public Relations program, ALA will soon launch a new consumer video on LED lamps (light bulbs).

The video – which was shot by digital marketing and video agency Hays Media Group during the Dallas International Lighting Market in January – features ALA Director of Engineering and Technology Terry McGowan, FIES, LC, who discusses the longevity and energy savings of LED light bulbs from a consumer’s perspective.

In ThIs Issue

2 Technology/Energy Efficiency 4 Association News

6 Government Affairs

7 2013 Annual Conference

9 Education/Training

11 Showroom Management 12 January Market

15 Member News

Continued on Page 15

ALA Director of Engineering and Technology Terry McGowan, FIES, LC, and Kathy Hays, owner of digital marketing and video agency Hays Media Group, shot ALA’s new consumer video on LED light bulbs during the Dallas International Lighting Market in January.