“The campaign created the new sales and brand awareness for ourenergy efficient lighting productswe never had before in these newvertical markets.

EMG designed Philips a successfulsales strategy and then deliveredit directly to our prospects.

Thanks to EMG we now have hundreds of new profitable customers for our NEW energy efficient lighting products.

- Sheryl Hawkes, Manager, Strategic Marketing, Philips Lighting

The Opportunity
Philips Lighting wanted to stimulate demand within the hospitality, retail and commercial industries. Traditionally Philips had relied on their sales agency and distributor partners for the sale of Philips commercial lighting products; however, these channel partners had experienced limited success promoting Philips brand products. Philips needed a strategy to drive new sales and increased brand awareness quickly, cost-effectively and measurably.  

The Solution
Philips asked EMG Marketing Group to design a new market penetration strategy for their lines of Hospitality and Retail lighting solutions.

EMG designed a direct-response strategy targeting four specific vertical markets. The campaign was delivered in four phases, each phase targeting a specific customer group. The campaign was designed in both English and French with Quebec based businesses receiving French sales packages and all other Canadian provinces receiving English sales packages.

Target markets included:

• Commercial - Property Developers, Facility Managers and Property Managers
• Hospitality - Hotels, Resorts, Restaurants, Conference Centres
• Retail - Fashion, Electronics, Furniture, Sporting Goods,
• Grocery, and Entertainment

The Results
With over 1,200 NEW qualified sales leads the EMG campaign for Philips energy-efficient lighting products was a great success.