OVERVIEW OF COMPANY
Lighting Illusions (LI) is a Brisbane-based company specializing in lighting and fans. It has four retail stores in Kawana (Sunshine Coast), Sumner Park and MacGregor (Western suburbs of Brisbane) and Fortitude Valley (inner city). The four stores are quite different and the Fortitude Valley store is seen as the prototype of what all their stores should look like. A further three stores are scheduled to be opened in the next 12 months.
In addition to the retail stores, LI has an online store. This store sells Australia-wide, although sales from Sydney and Melbourne have fallen within the past 12 months.
The main products sold through these stores are fans (60% of sales) and lighting for the home. Speciality items such as crystal chandeliers account for 5-10% of sales.
All products are sold to customers. There are no trade sales.
The company has recently redesigned their logo (blue, green and white) and uses the themeline “The name in lights”. Advertising is typically seasonal eg fans in summer.
POINT OF DIFFERENCE
LI offer knowledgeable staff in-store. They take time with customers to make sure they get the right lighting solutions for their needs. There are also facilities in-store where customers can try out lighting alternatives. For example, they can test out the different downlights (downlight room). Or they can actually turn on the fans/exhausts and compare their capabilities in store. Could this be replicated online?
BUDGET AND CURRENT PLATFORMS
The LI budget is $ per month or $ annually.
This is divided monthly across search (Newscorp version of AdWords) $19,000; digital/Facebook $ and catalogues (3 monthly) $ with the remainder used on press or local television/magazines.
Main platforms include Facebook and Instagram and potentially Pinterest.
In addition, LI has a weekly email (every Saturday) to 21,000 people on their database. The image and messages are largely inconsistent, although the email features 2 specials and 1 image.
TARGET MARKET
The client believes the target market is all people 35-54, with a skew towards females. The customer for the retail store lives within 9km of a LI store and wants someone to help them with their purchase decision. Typically, they are homeowners who are renovating, redecorating – trend towards this rather than selling. They are time poor and price sensitive. Some bring their plans and purchase all the lighting for their home. Others a looking for a one-off purchase such as a feature light.
COMPETITORS
The competitive market is nationally-focused due to voltage differences overseas.
The leading lighting supplier in Australia is Beacon Lighting. This store has a partnership with “The Block” TV Show and features two blockheads Josh and Jenna as spokespeople.
Other competitors include department stores such as Kmart and furniture retailers such as IKEA, who supply similar low cost items such as downlights or lamps.
MARKETING COMMUNICATION PROBLEM YOUR DIGITAL STRATEGY SHOULD ADDRESS
Lighting Illusions have carried out limited and largely tactical marketing since their retail operation began. There is need for an integrated and coordinated approach to grow brand awareness. Central to this is the need to create a brand image for the retailer that highlights their knowledge and affordability and differentiates them from their competition. And also to produce strategically, consistent messages across all platforms and in-store.
Part B: Score, Interpretation of Score and Recommendations for Digital Strategy
Interprete is the score is high or low.
Use of reserch to justify the decisions. How well do you think Light Illusions is conducted their digital strategic.
How they can improve/gap opportunity what they can do better.
How the company whant to be positioning.
Branding Brand imagine