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.

Method

• Beacon produced and distributed 1.5 million copies of the catalogue via letterbox in metro and country/regional areas, targeting homeowners and renovators between 30-65 with a slight female skew. The catalogue featured beautiful images shot at inspiring locations and highlighted classic, statement, natural and minimalist pieces to appeal to a wide range of customers. Additionally, the campaign utilized digital and TV platforms for integrated communications, making it easy for customers to find inspiration and make their purchase decisions.

The results

• The campaign was a shining success, with the catalogues an effective marketing tool for customers who came into stores with catalogues in hand and specifically mentioned products from the catalogues when making their purchase decisions. The distribution strategy helped reach the right customers and keep them informed and aware of the campaign. During the campaign, the wall light category saw an impressive 35.9% increase in sales compared to the previous year.

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