2010 in-store lighting fall edition
DESCRIPTION
In-store Lighting 2010 Fall EditionTRANSCRIPT
END LINEMASTHEADEnd Page: logo, history, staff name, address
IN STORE LIGHTING
Fall 2010 Issue
by Eastern Lighting, Inc.
by Darrin DavisLighting [email protected]
His goal was for each person tofeel valued and respected. “
“
t was the worst of times and there was no “best of times” here. The economy was crum-bling and the country was
reporting nearly a 10 percent unem-ployment rate. Many jewelers were telling stories of buying OTC to keep them in business.
The first store I walked into had an old family name on the sign. It had been in the neighborhood for many years, and the family had passed the store down from generation to generation. The current heir had installed a flat screen television a couple of years back, which was kept on the news, usually tuned to CNN, Fox, or MSNBC. When a customer walked in, the owner would instantly engage them in conversation. His talk quickly turned to current events such as the sluggish economy, the current administration, or the previous
Continue page 2a ...
Continue page 2b ...
13004 Murphy Road, Ste. 212Stafford, TX 77477-3961
General InformationTel: 800-839-3604 | Fax: 281-980-4157E-mail: [email protected] All Rights Reserved ©
Directory
Warren Wang -- [email protected]
Darrin Davis -- [email protected]
John Martz -- [email protected]
Brent Neal -- [email protected]
Joseph Doty -- [email protected]
In this issue: Joseph DotyLighting Consultant.
TM
Eastern Lighting
The newest addition to the Eastern Lighting crew is marked by his ambition and ideas. Joseph Doty is thrilled to be a part of a company that prides itself in the quality of its products and services. Pursuing a degree in computer information systems and a new career as a lighting consultant, Joseph is excited about the future of Eastern Lighting. He has a diverse background in marketing, working as a buyer for a national retailer, and in starting his own web design business. His unique blend of experience and youthful exuberance give him an edge in the jewelry lighting industry. Joseph is responsible for sales in the northeast United States.
administration. Whenever the owner shook his head in disgust about the current state of the housing market in the area, the customer would agree. If that customer walked in for a watchband, he walked out spending just a few measly dollars. The storeowner commented that a few months ago a watchband or battery customer would walk out with a gift for his wife or a new watch! “Those days are gone for good,” he stated.
The second store was in an even more depressed area. Home foreclosures were up; home prices were down. The unemployment rate was almost 14 percent! This storeowner had an uphill battle. Yet when I walked in, the place was packed. I thought
he must have brought in a celebrity to draw that kind of crowd. Waiting on the owner to meet with me, I watched as he and his staff bought gold over the counter… and yes, they were selling jewelry, too. Customers abounded and there was no lull in sales. Whenever clients left, it was not long before more walked in. I scratched my head in wonder.
Finally, the store owner freed himself up and asked if I had eaten lunch. He spoke highly of a restaurant next door, and off we went. His phone only interrupted us about a dozen times, with his harried staff calling for advice. I had to ask how he was doing such great business in one of the most depressed markets in the nation. His answer was that he stayed positive and treated every person with respect.
This storeowner told me that he had heard some horrific stories from customers. His goal was for each person to feel valued and respected. He also suggested to customers who admitted they did not have money for new jewelry to come in with some old jewelry and trade up. He was moving inventory, making money, and improv-ing his store. He shared with me that he never discussed the economy with his customers. If the subject came up, he found a way to change it quickly.
As you begin to prepare for this holiday season, what kind of store am I going to find when I walk in to sell you the lighting that is going to increase your bottom line? Will it be one that is positive and upbeat, or one that is down in the dumps? I can tell you what kind of salesperson I will be. I will be the one wearing a big smile and the one telling you how great this year has been. Happy selling!
I
A
by Joseph DotyLighting [email protected]
s a businessperson, you under-stand the importance of risk and ambi-tion. Your willingness to accept risk and to try new things has gotten you where you are today. As you gear up for this
holiday season, we would like to invite you back to the spirit that drove you to establish your own business.
Take a moment and consider what you would do differently if you were going to start your business all over again. Write those things down and visualize wild success. The more vivid the picture, the better it is. Now think of business areas that haven't been touched in a while. When was the last time you decided to market yourself differently? When did you last update your lighting? What other areas in your store are dull? Now pick the top three most painful and promising items on your list, and join me in the next paragraph.
I imagine you have a great deal of resistance in starting anything on your list. Visualize a plank 10 foot long and 1 foot wide that is put on two concrete blocks. How easy would it be to walk across it? You are probably thinking that it would be a stroll in the park. Take that same plank and suspend it five stories in the air, and the task of walking across the board is now greatly resisted. Though it's just as easy, you don't want to make a mistake. Inter-nally, we do this to ourselves. How easy is it for you to make a phone call to a close friend as compared to a business phone call that might alter the course of your business? Both are just a phone call, but one is resisted with everything in you. For
one reason or another, we resist things that are closest to our heart. We need to learn how to overcome the resistance; we need a safety net under-neath that plank.
Half of the battle is that we don't let ourselves make mistakes often enough. Sadly, our society often stifles innovation by stigmatizing mistakes. While making mistakes is one of the best ways to learn, our schools might call you a failure for those failed attempts. A wrong answer on a math problem is simply marked incorrect with no credit given for the attempt or for the process of trying. It is simply marked WRONG. No one in their right mind punishes a baby when he fails to walk when he is making his first attempts. Any new avenue, skill, or venture has its infant stages and learning curve. It is very wise to go back to the infant stages to unlearn some traditional ways of doing things and experiment with new ideas. If success is the goal, then mistakes are the stones in the road to get there.
A software company in Australia has a yearly rewards ceremony for the biggest failures of that year. The purpose of this is not to mock anyone, but to reward them, because mistakes are a result of ambitious people thinking and trying.
It is rare that we only get one chance to do something in this life. We can do things over and over and over again. We shouldn't fear mistakes but rather embrace them. Too often our life becomes ready, aim, aim, aim, aim... and we never fire. Remember that you as a business person must always maintain that ambition and willingness to take risks just as you did when you first started out. Adopt a ready, fire, aim approach. You may have to do some course correcting once you take off. That is OKAY. Did you know that when an airliner takes off that 90 % of the time it is off its course? The pilot is constantly making small adjustments in the course. Take your list, take some action, and correct your course. Have an ambi-tious holiday season!
Page 2
Mail-inRebate Form
$25SuperLux (Premium)Showcase Lighting System
per
No Limit, Expires September 30, 2010
Signature
X
Company Name
OFF
Cree DiodesPowerful Q5 LED’s from Cree, Inc. manufactured in North Carolina are among the best-performing in the industry.
Thermal ManagementA well engineered thermal management system takes heat away from the LED diodes and is critical to maintaining performance for years to come
Semiconductor RegulatorFor added insurance, a semiconductor regulator is included providing clean power in the correct polarity to the diodes extending life and performance.
†
Page 2a ...
Page 2b ...
Page 3
Most would agree that every business has three types of customers: 1)non-customers, or those who have never done business with you, 2) old customers, or those you have done business with over a year ago, and 3) current customers, or those you have done business with in the last twelve months. But are you aware of the dramatic differences of marketing to these different customer groups?
An Ivy League study discovered that when
you invest a dollar in marketing to non-customers, you get a return of X, what-ever that is. However, when you invest that same dollar in marketing to your old custom-ers, you get a return of 3X. Better yet, when the same investment is made in your current customer base, the return was an amazing 5X. A developed trust is the reason this works.
Provided your customers had a good experi-ence with your business, those who more
recently purchased from you are more apt to do business with you again because they can trust you. That is why the biggest bang for your advertising and marketing dollar is when you invest in your current customer base. How often do you “touch” your current customers? Contact your customer base at least six times a year and you will be delighted with your results.
ONE WAY
GONever did businesswith my company
Customers who didbusiness with mycompany over one
year ago
Customers who didbusiness with mycompany in thelast 12 months
one reason or another, we resist things that are closest to our heart. We need to learn how to overcome the resistance; we need a safety net underneath that plank.
Half of the battle is that we don't let ourselves make mistakes often enough. Sadly, our society often stifles innovation by stigmatiz-ing mistakes. While making mistakes is one of the best ways to learn, our schools might call you a failure for those failed attempts. A wrong answer on a math problem is simply marked incorrect with no credit given for the attempt or for the process of trying. It is simply marked WRONG. No one in their right mind punishes a baby when he fails to walk when he is making his first attempts. Any new avenue, skill, or venture has its infant stages
and learning curve. It is very wise to go back to the infant stages to unlearn some traditional ways of doing things and experiment with new ideas. If success is the goal, then mistakes are the stones in the road to get there.
A software company in Australia has a yearly rewards ceremony for the biggest failures of that year. The purpose of this is not to mock anyone, but to reward them, because mistakes are a result of ambitious people thinking and trying.
It is rare that we only get one chance to do something in this life. We can do things over and over and over again. We shouldn't fear mistakes but rather embrace them. Too often our life becomes ready, aim, aim, aim, aim...
and we never fire. Remember that you as a business person must always maintain that ambition and willingness to take risks just as you did when you first started out. Adopt a ready, fire, aim approach. You may have to do some course correcting once you take off. That is OKAY. Did you know that when an airliner takes off that 90 % of the time it is off its course? The pilot is constantly making small adjustments in the course. Take your list, take some action, and correct your course. Have an ambitious holiday season!
administration. Whenever the owner shook his head in disgust about the current state of the housing market in the area, the customer would agree. If that customer walked in for a watchband, he walked out spending just a few measly dollars. The storeowner commented that a few months ago a watchband or battery customer would walk out with a gift for his wife or a new watch! “Those days are gone for good,” he stated.
The second store was in an even more depressed area. Home foreclosures were up; home prices were down. The unemployment rate was almost 14 percent! This storeowner had an uphill battle. Yet when I walked in, the place was packed. I thought he must have brought in a celebrity to draw that kind of crowd. Waiting on the owner to meet with me, I watched as he and his staff bought gold over the counter… and yes, they were selling jewelry, too. Customers abounded and there was no lull in sales. Whenever clients left, it
was not long before more walked in. I scratched my head in wonder.
Finally, the store owner freed himself up and asked if I had eaten lunch. He spoke highly of a restaurant next door, and off we went. His phone only interrupted us about a dozen times, with his harried staff calling for advice. I had to ask how he was doing such great business in one of the most depressed markets in the nation. His answer was that he stayed positive and treated every person with respect. This storeowner told me that he had heard some horrific stories from customers. His goal was for each person to feel valued and respected. He also suggested to customers who admitted they did not have money for new jewelry to come in with some old jewelry and trade up. He was moving inventory, making money, and improving his store. He shared with me that he never discussed the
economy with his customers. If the subject came up, he found a way to change it quickly.
As you begin to prepare for this holiday season, what kind of store am I going to find when I walk in to sell you the lighting that is going to increase your bottom line? Will it be one that is positive and upbeat, or one that is down in the dumps? I can tell you what kind of salesperson I will be. I will be the one wearing a big smile and the one telling you how great this year has been. Happy selling!
Senior Lighting [email protected]
by Brent Neal
The FLX Series LED showcase fixture is designed with longevity in mind. Other manufacturers of linear LED fixtures plant the LEDs on elongated printed circuit boards that are cut into short segments. This is done to lower costs in the manufacturing process and to make it easy to cut into smaller segments. This design, however, is not optimal as it does not draw heat from the LED, usually resulting in color shifting and a shorter life for the LEDs. The FLX Series solves this issue by running a metal rod through the middle of it, connecting it to the LEDs. This arrangement allows heat to be drawn from each LED and transfers it to the FLX tube and into the atmosphere. This translates to a longer lasting, more reliable LED fixture for your showcases.
At EL our desire is to ensure that our customers receive the brightest LED luminosity available for your showroom. Our FLX-lighting system now features a new XP-E LED chip by CREE, Inc. of North Carolina providing significantly more light. Also new for the FLX is a vertical stem mount system that allows the option of mounting the fixture with an attractive set of vertical rods on the ends of the FLX tube. This provides a very clean look that works especially well with glass to glass showcases. Lastly, we can now offer you customized finishes, with an assortment of anodized colors to meet your specific need. Call me, Brent Neal, or your Eastern Lighting consultant for further details.
we now o�er
Gold MetalicBlack
MetalicRed
MetalicBlue
cu
++++- ---
When you buy 6 or more
$200$200GET
OFF FLXFLX
Call Us Now! 1-800-839-3604
Offer ends Dec. 31st, 2010
Showcase Lighting
Page 2
Mail-inRebate Form
$25SuperLux (Premium)Showcase Lighting System
per
No Limit, Expires September 30, 2010
Signature
X
Company Name
OFF
Cree DiodesPowerful Q5 LED’s from Cree, Inc. manufactured in North Carolina are among the best-performing in the industry.
Thermal ManagementA well engineered thermal management system takes heat away from the LED diodes and is critical to maintaining performance for years to come
Semiconductor RegulatorFor added insurance, a semiconductor regulator is included providing clean power in the correct polarity to the diodes extending life and performance.
†
Page 2a ...
Page 2b ...
Page 3
Most would agree that every business has three types of customers: 1)non-customers, or those who have never done business with you, 2) old customers, or those you have done business with over a year ago, and 3) current customers, or those you have done business with in the last twelve months. But are you aware of the dramatic differences of marketing to these different customer groups?
An Ivy League study discovered that when
you invest a dollar in marketing to non-customers, you get a return of X, what-ever that is. However, when you invest that same dollar in marketing to your old custom-ers, you get a return of 3X. Better yet, when the same investment is made in your current customer base, the return was an amazing 5X. A developed trust is the reason this works.
Provided your customers had a good experi-ence with your business, those who more
recently purchased from you are more apt to do business with you again because they can trust you. That is why the biggest bang for your advertising and marketing dollar is when you invest in your current customer base. How often do you “touch” your current customers? Contact your customer base at least six times a year and you will be delighted with your results.
ONE WAY
GONever did businesswith my company
Customers who didbusiness with mycompany over one
year ago
Customers who didbusiness with mycompany in thelast 12 months
one reason or another, we resist things that are closest to our heart. We need to learn how to overcome the resistance; we need a safety net underneath that plank.
Half of the battle is that we don't let ourselves make mistakes often enough. Sadly, our society often stifles innovation by stigmatiz-ing mistakes. While making mistakes is one of the best ways to learn, our schools might call you a failure for those failed attempts. A wrong answer on a math problem is simply marked incorrect with no credit given for the attempt or for the process of trying. It is simply marked WRONG. No one in their right mind punishes a baby when he fails to walk when he is making his first attempts. Any new avenue, skill, or venture has its infant stages
and learning curve. It is very wise to go back to the infant stages to unlearn some traditional ways of doing things and experiment with new ideas. If success is the goal, then mistakes are the stones in the road to get there.
A software company in Australia has a yearly rewards ceremony for the biggest failures of that year. The purpose of this is not to mock anyone, but to reward them, because mistakes are a result of ambitious people thinking and trying.
It is rare that we only get one chance to do something in this life. We can do things over and over and over again. We shouldn't fear mistakes but rather embrace them. Too often our life becomes ready, aim, aim, aim, aim...
and we never fire. Remember that you as a business person must always maintain that ambition and willingness to take risks just as you did when you first started out. Adopt a ready, fire, aim approach. You may have to do some course correcting once you take off. That is OKAY. Did you know that when an airliner takes off that 90 % of the time it is off its course? The pilot is constantly making small adjustments in the course. Take your list, take some action, and correct your course. Have an ambitious holiday season!
administration. Whenever the owner shook his head in disgust about the current state of the housing market in the area, the customer would agree. If that customer walked in for a watchband, he walked out spending just a few measly dollars. The storeowner commented that a few months ago a watchband or battery customer would walk out with a gift for his wife or a new watch! “Those days are gone for good,” he stated.
The second store was in an even more depressed area. Home foreclosures were up; home prices were down. The unemployment rate was almost 14 percent! This storeowner had an uphill battle. Yet when I walked in, the place was packed. I thought he must have brought in a celebrity to draw that kind of crowd. Waiting on the owner to meet with me, I watched as he and his staff bought gold over the counter… and yes, they were selling jewelry, too. Customers abounded and there was no lull in sales. Whenever clients left, it
was not long before more walked in. I scratched my head in wonder.
Finally, the store owner freed himself up and asked if I had eaten lunch. He spoke highly of a restaurant next door, and off we went. His phone only interrupted us about a dozen times, with his harried staff calling for advice. I had to ask how he was doing such great business in one of the most depressed markets in the nation. His answer was that he stayed positive and treated every person with respect. This storeowner told me that he had heard some horrific stories from customers. His goal was for each person to feel valued and respected. He also suggested to customers who admitted they did not have money for new jewelry to come in with some old jewelry and trade up. He was moving inventory, making money, and improving his store. He shared with me that he never discussed the
economy with his customers. If the subject came up, he found a way to change it quickly.
As you begin to prepare for this holiday season, what kind of store am I going to find when I walk in to sell you the lighting that is going to increase your bottom line? Will it be one that is positive and upbeat, or one that is down in the dumps? I can tell you what kind of salesperson I will be. I will be the one wearing a big smile and the one telling you how great this year has been. Happy selling!
Senior Lighting [email protected]
by Brent Neal
The FLX Series LED showcase fixture is designed with longevity in mind. Other manufacturers of linear LED fixtures plant the LEDs on elongated printed circuit boards that are cut into short segments. This is done to lower costs in the manufacturing process and to make it easy to cut into smaller segments. This design, however, is not optimal as it does not draw heat from the LED, usually resulting in color shifting and a shorter life for the LEDs. The FLX Series solves this issue by running a metal rod through the middle of it, connecting it to the LEDs. This arrangement allows heat to be drawn from each LED and transfers it to the FLX tube and into the atmosphere. This translates to a longer lasting, more reliable LED fixture for your showcases.
At EL our desire is to ensure that our customers receive the brightest LED luminosity available for your showroom. Our FLX-lighting system now features a new XP-E LED chip by CREE, Inc. of North Carolina providing significantly more light. Also new for the FLX is a vertical stem mount system that allows the option of mounting the fixture with an attractive set of vertical rods on the ends of the FLX tube. This provides a very clean look that works especially well with glass to glass showcases. Lastly, we can now offer you customized finishes, with an assortment of anodized colors to meet your specific need. Call me, Brent Neal, or your Eastern Lighting consultant for further details.
we now o�er
Gold MetalicBlack
MetalicRed
MetalicBlue
cu
++++- ---
When you buy 6 or more
$200$200GET
OFF FLXFLX
Call Us Now! 1-800-839-3604
Offer ends Dec. 31st, 2010
Showcase Lighting
END LINEMASTHEADEnd Page: logo, history, staff name, address
IN STORE LIGHTING
Fall 2010 Issue
by Eastern Lighting, Inc.
by Darrin DavisLighting [email protected]
His goal was for each person tofeel valued and respected. “
“
t was the worst of times and there was no “best of times” here. The economy was crum-bling and the country was
reporting nearly a 10 percent unem-ployment rate. Many jewelers were telling stories of buying OTC to keep them in business.
The first store I walked into had an old family name on the sign. It had been in the neighborhood for many years, and the family had passed the store down from generation to generation. The current heir had installed a flat screen television a couple of years back, which was kept on the news, usually tuned to CNN, Fox, or MSNBC. When a customer walked in, the owner would instantly engage them in conversation. His talk quickly turned to current events such as the sluggish economy, the current administration, or the previous
Continue page 2a ...
Continue page 2b ...
13004 Murphy Road, Ste. 212Stafford, TX 77477-3961
General InformationTel: 800-839-3604 | Fax: 281-980-4157E-mail: [email protected] All Rights Reserved ©
Directory
Warren Wang -- [email protected]
Darrin Davis -- [email protected]
John Martz -- [email protected]
Brent Neal -- [email protected]
Joseph Doty -- [email protected]
In this issue: Joseph DotyLighting Consultant.
TM
Eastern Lighting
The newest addition to the Eastern Lighting crew is marked by his ambition and ideas. Joseph Doty is thrilled to be a part of a company that prides itself in the quality of its products and services. Pursuing a degree in computer information systems and a new career as a lighting consultant, Joseph is excited about the future of Eastern Lighting. He has a diverse background in marketing, working as a buyer for a national retailer, and in starting his own web design business. His unique blend of experience and youthful exuberance give him an edge in the jewelry lighting industry. Joseph is responsible for sales in the northeast United States.
administration. Whenever the owner shook his head in disgust about the current state of the housing market in the area, the customer would agree. If that customer walked in for a watchband, he walked out spending just a few measly dollars. The storeowner commented that a few months ago a watchband or battery customer would walk out with a gift for his wife or a new watch! “Those days are gone for good,” he stated.
The second store was in an even more depressed area. Home foreclosures were up; home prices were down. The unemployment rate was almost 14 percent! This storeowner had an uphill battle. Yet when I walked in, the place was packed. I thought
he must have brought in a celebrity to draw that kind of crowd. Waiting on the owner to meet with me, I watched as he and his staff bought gold over the counter… and yes, they were selling jewelry, too. Customers abounded and there was no lull in sales. Whenever clients left, it was not long before more walked in. I scratched my head in wonder.
Finally, the store owner freed himself up and asked if I had eaten lunch. He spoke highly of a restaurant next door, and off we went. His phone only interrupted us about a dozen times, with his harried staff calling for advice. I had to ask how he was doing such great business in one of the most depressed markets in the nation. His answer was that he stayed positive and treated every person with respect.
This storeowner told me that he had heard some horrific stories from customers. His goal was for each person to feel valued and respected. He also suggested to customers who admitted they did not have money for new jewelry to come in with some old jewelry and trade up. He was moving inventory, making money, and improv-ing his store. He shared with me that he never discussed the economy with his customers. If the subject came up, he found a way to change it quickly.
As you begin to prepare for this holiday season, what kind of store am I going to find when I walk in to sell you the lighting that is going to increase your bottom line? Will it be one that is positive and upbeat, or one that is down in the dumps? I can tell you what kind of salesperson I will be. I will be the one wearing a big smile and the one telling you how great this year has been. Happy selling!
I
A
by Joseph DotyLighting [email protected]
s a businessperson, you under-stand the importance of risk and ambi-tion. Your willingness to accept risk and to try new things has gotten you where you are today. As you gear up for this
holiday season, we would like to invite you back to the spirit that drove you to establish your own business.
Take a moment and consider what you would do differently if you were going to start your business all over again. Write those things down and visualize wild success. The more vivid the picture, the better it is. Now think of business areas that haven't been touched in a while. When was the last time you decided to market yourself differently? When did you last update your lighting? What other areas in your store are dull? Now pick the top three most painful and promising items on your list, and join me in the next paragraph.
I imagine you have a great deal of resistance in starting anything on your list. Visualize a plank 10 foot long and 1 foot wide that is put on two concrete blocks. How easy would it be to walk across it? You are probably thinking that it would be a stroll in the park. Take that same plank and suspend it five stories in the air, and the task of walking across the board is now greatly resisted. Though it's just as easy, you don't want to make a mistake. Inter-nally, we do this to ourselves. How easy is it for you to make a phone call to a close friend as compared to a business phone call that might alter the course of your business? Both are just a phone call, but one is resisted with everything in you. For
one reason or another, we resist things that are closest to our heart. We need to learn how to overcome the resistance; we need a safety net under-neath that plank.
Half of the battle is that we don't let ourselves make mistakes often enough. Sadly, our society often stifles innovation by stigmatizing mistakes. While making mistakes is one of the best ways to learn, our schools might call you a failure for those failed attempts. A wrong answer on a math problem is simply marked incorrect with no credit given for the attempt or for the process of trying. It is simply marked WRONG. No one in their right mind punishes a baby when he fails to walk when he is making his first attempts. Any new avenue, skill, or venture has its infant stages and learning curve. It is very wise to go back to the infant stages to unlearn some traditional ways of doing things and experiment with new ideas. If success is the goal, then mistakes are the stones in the road to get there.
A software company in Australia has a yearly rewards ceremony for the biggest failures of that year. The purpose of this is not to mock anyone, but to reward them, because mistakes are a result of ambitious people thinking and trying.
It is rare that we only get one chance to do something in this life. We can do things over and over and over again. We shouldn't fear mistakes but rather embrace them. Too often our life becomes ready, aim, aim, aim, aim... and we never fire. Remember that you as a business person must always maintain that ambition and willingness to take risks just as you did when you first started out. Adopt a ready, fire, aim approach. You may have to do some course correcting once you take off. That is OKAY. Did you know that when an airliner takes off that 90 % of the time it is off its course? The pilot is constantly making small adjustments in the course. Take your list, take some action, and correct your course. Have an ambi-tious holiday season!