Marketing

Perth, 6th January 2011

One of the key elements of a new business is obviously your marketing material. You need to be able to give your potential clients and business associates an insight in your experience and capabilities. In the early days we used to do that with brochures, printed materials and slide presentations. Now everything is electronic. Websites, email, power point presentations, USB drives…it’s mostly gone paperless. In this day and age it’s hard to be successful without it! Add to that the fact that today’s generation is into Facebook, Twitter and I-phone applications…something I am struggling with being from an older generation. I am already proud that I am able to handle this blog! But as I am setting up KLD I obviously need to engage and develop this to go with the times and today’s ways of marketing.

My first goal was to develop a strong visual identity, something important for lighting designers and thanks to the expertise of Patrick Cheah (DPC Design) we managed to develop a strong but simple and easy to remember company logo for KLD. It expresses light and shadow (black and white) with a green accent to emphasize our care for the environment. I am very pleased with the result and the reactions have been very positive…thanks Patrick! Today my business cards went to the printer.

My next step will be the development of the KLD website, a key component in our marketing plans. In lighting seeing is believing, so the website will have to have strong visual project references showing our expertise and capabilities. I am in a fortunate position that I can look back on 30 years of project lighting design experience… One of the great things of the internet is that it is dynamic and interactive, a great way of communication. Watch out for the KLD website coming soon…    

As part of  Light Watch I will also introduce lighting events, educational lighting institutions and the like. In Western Australia, the IES (Illuminating and Engineering  Society) plays an active role in the lighting industry with regular seminars, lighting events, lighting design awards and training courses. The IES , or Lighting Society in short, has chapters in all Australian states and in many countries throughout the world. 

Light Watch 4:  IES, The lighting society

06. January 2011 by Martin Klaasen
Categories: lighting design practice | Leave a comment

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