Marketing ENERGY STAR Qualified Fixtures

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Marketing ENERGY STAR Qualified Fixtures

• Paul Vrabel, LC
• Director, Energy Efficient Products

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General Marketing Tips

• Know that the lamp (bulb) market is very
  different than the fixture market.
• Utility and government programs need to address
  the differences in these markets with unique
  fixture programs
• Seeing is believing
• Displays are essential to overcome misconceptions
• Educate on advanced technology and cost
• Consumers are preconditioned that lighting should
  be cheap/inexpensive
• Need to understand the added features and
  benefits for the cost

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• Marketing at Showrooms
• Marketing for Builders
• Marketing at Home Centers

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Key Message

• Seeing is Believing

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Its Remarkable How Beautiful Energy
Efficient Lighting Has Become!
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Hang Tags to Show Collections
Full Collections for the Home
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Create Informational Posters
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Draw Attention with Posters
(6X24)
WINDOW CLING (3x4) or (6X8)
(12X48)
A(18x52)
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Support Materials
ESTAR SELLING TIPS HANGTAG
.15 COST OF LIGHT HANGTAG
.10 COST OF LIGHT HANGTAG
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• Marketing at Showrooms
• Marketing for Builders
• Marketing at Home Centers

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Builders Need Options

• 800 Energy Efficient Products
• 500 ENERGY STAR Fixtures and Ceiling Fans
• 11 Indoor Collections
• 10 Outdoor Collections
• Sales, Marketing and Technical Information

Use the catalog as a resource and training guide.
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Show the Whole House Solution
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For Every Room of the House
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Show the Variety of Styles
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Sales Tools to Educate Staff and Customers
BUILDER BROCHURE (bi-fold)
CONSUMER (ENGLISH) ESTAR TRI-FOLD
ENERGY EFFICIENT CATALOG
CONSUMER (SPANISH) ESTAR TRI-FOLD
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• Marketing at Showrooms
• Marketing for Builders
• Marketing at Home Centers

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Create a Quick Impression

• Display ENERGY STAR Product
• Simple but Effective Point-of-Purchase Materials
• Show
• Energy Cost Savings
• Long Life
• Environmental Benefit
• Quick and Easy to Understand Materials for Sales
  Staff

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Silent Sales People Hang Tags
.15 COST OF LIGHT HANGTAG
.10 COST OF LIGHT HANGTAG
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Sales Staff Cards
ESTAR SELLING TIPS HANGTAG
.15 COST OF LIGHT HANGTAG
.10 COST OF LIGHT HANGTAG
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Questions?
PARTNER OF THE YEAR 2004, 2005, 2007,
2008
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Thank You From Future Generations