Beacon Lighting considers itself Australia’s leading light retailer. Beacon use catalogues as one of its primary marketing tools for the launch of its new seasonal collections, to highlight trends and provide inspiration to consumers. The Mid Year Makeover catalogue was produced to released Beacon’s new mid-year collection and appeal to a target audience of 30–65-year-olds.

Method

• Beacon inspired customers through the use of beautiful imagery and styling, while also incorporating educational material on the latest technology and home improvement products. The letterbox campaign was designed for aesthetic and content consistency across all other channels.

The results

• The mid-year catalogue and the support of all of the other campaign channels led to a great outcome for Beacon. Their strongest performing category during the campaign was wall lights which led to a 13% profit increase from the prior year, and bathroom with a 7.2% profit increase from the prior year. The most successful page that generated the most sales dollars was ceiling fans, making up 17% of the catalogues overall sales.

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