Advertising (2)

Singapore 10th September 2010

A while ago I blogged about advertising and how it works (or not) for us lighting designers. Today I was drawn back to this aspect through a different angle, real estate project advertisement. Don’t they know how to make it look tantalizing and inviting? Specifically the artist renderings on how the project is going to look like seem to take a lot of liberty in projecting the best angle of view, conveniently leaving out other buildings and ugly looking structures. There is one project just around the corner from our office that shows the project in the middle of greenery, with hardly any building around, while the truth is of course the other way around. Another is shown as virtually on the beach with fantastic sea views, while the reality is that the location is nearly 1km away from the beach. Both advertise their location as being “minutes away from the CBD”…on a bad traffic day it takes about 45 minutes…they didn’t really lie, it’s just the way they word it.

Lighting manufacturers have similar ways to tempt us in buying/ specifying their products. Typical issues with LED for instance, are the proclaimed lifespan with still some out there claiming 100,000 hrs! Energy saving is another one that vendors like to trumpet about. The general public may buy it but we have quickly learned to punch a hole in these stories as most of the time they are not comparing apples with apples, making their sales story look much more attractive then the reality. Conveniently leaving out the effect of colour temperature on the lumen output performance is an issue that most of the time only comes up if we ask about it!

The positive side of all this is that it allows us to separate the good (experienced/ knowledgeable) guys from the rest of the pack. Those who know their stuff and do not try to bullshit us with lame product info are the ones we appreciate as they are in it to help us first. They have the long term approach as they know we will remember them when we next need professional help with the specification of our lighting products.

10. September 2010 by Martin Klaasen
Categories: Education, lighting and culture, lighting and the economy | 1 comment

One Comment

  1. Dear Mr. Klassen,

    Yes the issues you raised are very pertinent. Actually the role of advertising has to be also to supply the prospect with the correct information and enable the prospect to take a educated decision. More often than not, this does not happen.

    On LEDs, the current challenges to the marketers of LEDs is that in many places, LEDs are entering after the design stage. That is probably where the LED sales person goes for an overkill. I think as the industry matures and LEDs become a part of the design process, the situation will surely change.

    I also write on ‘Sales’ as a subject once in a while, and I am often looking for consumer perspectives. Your article above is a perspective I would like to share on my blog with my readers. Can I have your permission to put extracts of your article above and also to put a link to your post on my own blog?


    Vishwajeet Rajwaday

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