General Electric Business Lighting


New Product Introduction/Distribution Communications

Situation:      GENERAL ELECTRIC BUSINESS LIGHTING INTRODUCES ULTRAMAX ELECTRONIC BALLASTS

Objective:      Make distributors and end-users aware of GE’s revolutionary new design in ballasts that make their lighting systems the most efficient in the industry.

Strategy:      Create an integrated sales support strategy that included advertising, sales and product literature, flash presentation, point of sale and training materials.

Execution:      In quick succession, Stevens Baron Communications produced advertising, a brochure, point of sales materials and incentive program aimed at distributors.  Next came the major product catalog, merchandising and flash presentation materials.

Results:      This program almost immediately resulted in leads and significant sales. GE Ballast sales exceeded forecast in a down economy.

Repositioning a Brand

Situation:      GENERAL ELECTRIC COMPANY -  “RIGHT LIGHT” CAMPAIGN

Objective:      Demonstrate the proper way to select the light that is best for your business application – healthcare, restaurant, hospitality, warehouse, safety, education and more. 

Strategy:      Develop an easy to use selector guide and supporting campaign designed to involve distributor sales personnel.

Execution:      Created an integrated campaign that included posters, mailers, ads, booklets and incentive program.

Results:      Selection booklet was cited as “the best piece ever developed to sell GE business lighting.”  Exceeded sales forecast by 40%.

 




 
© 2005 Stevens Baron Communications, Inc.