Waldmann Lighting is a high-end, technology-forward light fixture manufacturer. Their corporate office is based in Germany. However, the U.S. affiliate quickly realized that the German brand and message does not resonate with the American audiences that they are trying to attract. The Waldmann brand messaging in Germany is focused on technology, manufacturing processes and quality control. However, the American audience, specifically architects who recommends light fixtures for their projects, are not too excited about those attributes. They are more concerned about style, form and function. Therefore, the original Waldmann brand messaging is disconnected with the American target audience.
Evolution Point is brought in to correct this disconnect. We achieved this by:
We are excited to prove that the new branding and promotion has effectively changed how architects view Waldmann Lighting’s products. Waldmann Lighting’s extensive list of products can be found in offices, medical facilities and industrial shop floors.
The original Waldmann corporate messaging from Germany does not resonate well with the American target audience. The German corporate messaging is centered around technology, manufacturing processes, and quality control. American architects are more concerned about style, form and function. As a result, we create a new set of core brand messaging with greater American appeal.
We designed and developed a new brand website using an open-source content management system that clearly highlights products. The website provides a new, cleaner interface that allow users to navigate to the information they need quickly.
The main goal of every website should be user engagement. For WaldmannLighting.com, we wanted to capture user information as part of their lead generation efforts. We created a database-driven product selector module that assists users in finding the correct part number and giving them the ability to connect with Waldmann sales for further information.
We created a series of direct mail to promote Waldmann Lighting’s attendance in their big trade show outreach at LightFair International. The postcards were meant to inform people where they are located at the trade show and also generate excitement with their latest product launch. To maintain messaging consistency, we re-purposed the direct mail into an email blast, and also a print advertisement for various trade magazines.
We re-purposed several digital assets from Waldmann corporate to create a promotional video for one of their products, the ATARO. The video is created with the following in mind:
We had a separate but consistent messaging specifically for their trade show at LightFair International (LFI). The trade show is used to launch several products that year, and we utilized the messaging that we created earlier to tie all the products into a unified messaging umbrella.
The main purpose of the graphics is to encourage foot traffic into the booth. We kept the design consistent with the graphical elements of the booth. The graphics clearly declares the branding message at all touch points and tells a consistent, continuous story about their products and brand.
We have a 5+ years engagement with Waldmann Lighting on their search marketing efforts. Since light fixtures is a competitive industry, we needed to maintain an online presence continually to ensure that their products can be found online.
The long term result is that we have major keyword wins on phrases like “machine tool lighting”, “hospital lighting”, and “spot LED”. Over 1300 keywords can be found on the top 10 pages of Google that leads to WaldmannLighting.com.