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.
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.