BiNational Advertising and Public Relations
The ALA's BiNational Advertising and Public Relations is the only U.S. and Canadian consumer program promoting lighting and fan sales through the independent lighting showroom. Quite simply, the success of ALA's BiNational Program, created in 1998, can be summed up in one statement:
Last year, more than 200 million consumer impressions were generated for the lighting and fan industry through the ALA BiNational Program.
Through a joint venture with Meredith Publishing, ALA each year produces Lighting, a 128-page consumer magazine that is distributed through ALA lighting stores, newsstands and in bookstores. This publication features the latest products and trends in lighting, dimming controls and ceiling fans.
The national advertising campaign promotes lighting showrooms as the place to purchase lighting with full-page color ads appearing in numerous well-known consumer magazines such as Architectural Digest, Better Homes and Gardens Kitchen and Bath Ideas, Women's Day Kitchen and Bath and Country Living.
Additionally, the ALA and its members are promoted on such popular consumer websites as YouTube, Facebook and the Better Homes and Gardens' website.
The public relations component reaches out to some 4,500 print and online editors across North America through monthly placement of stories about lighting, fans, dimming controls and energy efficiency. Together, this combined marketing strategy has generated more than 480,000 sales leads for lighting showrooms since the program's inception.
Other advantages of being a supporter of the BiNational Program:
The ALA is committed to growing the lighting business and strengthening the showroom channel of distribution. Your financial support of the BiNational Ad and PR Program is vital to its continued success.
To receive more information or any of the above mentioned materials, contact Larry Lauck, vice president of communications for ALA, at 800-605-4448, ext. 227 or firstname.lastname@example.org.