MagneConnect Product Launch
The Situation
- The launch of an innovative architectural lighting solution needed to excite the lighting and design community while engaging the sales rep network.
The Solution
- Multiple touch points made MagneConnect impossible to ignore while telling a complicated product story. I deployed content over multiple channels to lure designers in, educate them, capture their information, and then deliver a qualified lead to the in-house sales team. The secondary goal was to excite and motivate the out-of-house sales rep network to present MagneConnect during their routine sales calls.
The Method
- + MagneConnect.com interactive micro-site
- + Launch video
- + Email campaign to 12,000+ lighting designers & architects
- + Instagram & LinkedIn posts
- + Full page print ads in Architectural Record and Architect magazines
- + Earned media campaign
- + Tradeshow debut at LEDucation in NYC
The Results
- + MagneConnect was firmly established as an innovative Electrix sub-brand
- + 500+ users of MagneConnect.com during the first two weeks
- + 2100+ unique users and 4250+ page views of MagneConnect.com in first 9 months
- + 100+ MQLs delivered to the sales team in the first three months
- + $1 million+ specification pipeline built in six months
- + Earned media in Snap and Architectural Record
- + 2018 AIA Advertising Excellence Award in the "Less is More" minimalism category
- + MagneConnect was selected into the 2018 IES progress report for its innovation and advancement in the lighting world
