Our involvement
• Content marketing strategy
• Website development & content
• Advertising
• Sales literature
• PR & editorial support 
• Literature

In 2012, we were originally asked to provide proposals for raising the profile of the company’s UK Division amongst sign makers and specifiers.

Lighting signs and displays is a complex and highly technical subject due to a number of variables including colour temperature of light sources and the need to maintain colour consistency on signage in different ambient light conditions.

The client provides a high level of design and specification support to customers and this expertise and service is seen as a major differentiator and USP.

In order to clearly communicate this technical expertise and to position the client as THE knowledgeable authority on lighting for signs and display, our solution was to work with the client in developing and promoting a definitive specifier reference book on the subject – as the focus for a content marketing campaign. This approach is focused not on selling, but on creating and sharing valuable information with customers and potential customers, to develop ongoing repeat business through meaningful long-term dialogue.

The book has been published in English and will be translated into other European languagues in due course. It will also be made available as an e-book.

Following the development of content and publication of the book, we have been closely involved with the client in developing new websites for their UK and European divisions, as well as undertaking trade advertising and supporting the client’s PR activity. Content developed originally for the book as provided the basis for editorial articles and is helping to raise search engine rankings for the client’s websites.

Copyright 2013 Bennett & Partners, Pure Offices, Lake View House, Tournament Fields, Warwick CV34 6RG, United Kingdom
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