PRODUCT: LED technology – lamps, luminaires and bespoke lighting solutions

AUDIENCE: Professional Installers/Specifiers ~ Wholesalers ~ Lighting Designers

CHALLENGE: How do you stand out in a market full of innovation?

The LED lighting sector had become increasingly crowded, populated by established global brands alongside a growing number of ambitious small and medium-sized manufacturers.

Like Kosnic, many of these businesses were heavily focused on product innovation and development. The real challenge was therefore not simply having innovative products, but communicating a clear reason why installers, specifiers, wholesalers and lighting designers should take a second look.

A Discovery Session, involving sales and marketing personnel followed by individual meetings with key members of the business, helped identify where the Kosnic brand and marketing approach needed greater clarity, consistency and impact.

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SOLUTION: Giving innovation ‘a touch of brilliance’

The programme began with a review of the Kosnic brand and its existing market positioning.

A new brand tagline – ‘a touch of brilliance’ – was developed to make a stronger statement about Kosnic’s commitment to product innovation and give the business a more distinctive platform for future communications.

The brand identity was refreshed and new templates created across print and digital advertising, sales collateral and other marketing materials.

An integrated PR, content and advertising programme was then developed to increase awareness and engagement across relevant electrical and lighting trade media.

High-profile lighting projects were turned into case studies and advertorial content, while product launches, technical features and thought-leadership articles helped demonstrate Kosnic’s expertise and innovation credentials.

Industry award entries were used to gain independent recognition for new product development, supported by exhibition activity at LuxLive, EcoBuild and the ELEX Roadshows.

At LuxLive, we also secured a seminar opportunity for Managing Director WenTao Kuang, presenting on Driver-on-Board Technology and helping position Kosnic as a knowledgeable voice within the lighting industry.

OILING THE WHEELS OF KOSNIC LIGHTING…

Strategy: Brand Discovery Session, market positioning and integrated trade marketing programme

Creative: Brand refresh and new positioning line – ‘a touch of brilliance’ – creating a stronger and more distinctive platform for Kosnic’s product innovation story

Advertising: Trade media display advertising and advertorials – print & online

Design: Brand templates, sales collateral and project case studies

Photography: Location art direction for case studies

Digital: Website content management, email campaigns and social media

Content Marketing: Product launches, technical features, thought-leadership articles, case studies and industry award entries

Media Planning: Electrical and lighting trade media – print & online

Exhibitions: LuxLive, EcoBuild, ELEX Roadshows

RESULTS: Awareness of Kosnic Lighting was dramatically increased through winning the coveted title of ‘Innovative Product of the Year (Lamps & Luminaires)’ at the Electrical Industry Awards, run by Electrical Times Magazine.

Kosnic has seen an increase in quotations for lighting design projects

More wholesalers have taken stock due to the level of sales/marketing support

Trade Editors have proactively invited Kosnic to submit content for future magazine features