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Create compelling B to B marketing • Make technical products friendlier
Lutron
Create compelling B to B marketing.
Lutron’s roots are in engineering and development, which led their sales materials to be very product and attribute focused. As competition increased, they needed to move to a more solutions-based approach to selling into lighting designers, spec people and architects. The result was a friendly, simple question-and-answer format that showed how these professionals could use Lutron products to create exactly the effects they wanted in both consumer and corporate spaces. Initial response from both the sales force and distributors was extremely positive.