FOR IMMEDIATE RELEASE
January 15, 2015
For inquiries: 800.888.4470
Crystorama Releases New 2015 Lighting Catalog
Handy Resource is Part of Company's Expanding Assortment of Marketing Tools
|Westbury, N.Y. - Crystorama Lighting, a leading source of chandeliers and other decorative lighting, is distributing a new 270-page print catalog to retailers this month that showcases its entire 2015 line. |
Organized by collection, the new Crystorama catalog includes complete details on product features, construction and dimensions, as well as the line's vast selection of metal finishes, crystal types and ceiling and wall mount fixtures. The catalog includes a number of room scenes showing Crystorama lighting in use, as well as insights on how the company's product offerings connect with current fashion trends. In addition to the print version, the entire catalog also is available online at www.crystorama.com.
Crystorama's new catalog is one in a series of ongoing initiatives designed to build awareness of the company's fast-growing product line and brand, said Brad Kleinberg, president. "We communicate our brand message to customers through all channels, including consumer print advertising, email marketing and an active website and social media presence. Our outreach efforts all revolve around the theme of 'Inspired Design,' which is our core reason for being."
|In 2015, Crystorama's brand communications will include these key programs, according to Kleinberg: |
In addition to conducting its own comprehensive program of advertising and promotion, Crystorama also offers an online library of resources for retailer use. These resources include a comprehensive library of high-resolution product photos, design-related blogs, social media posts and advertising templates.
- National advertising in leading shelter magazines such as Veranda, Elle Decor, Traditional Home and House Beautiful. The program, now entering its third year, has proven to be "a powerful magnet" for attracting consumer attention and drawing new visitors to Crystorama's website and retail partners, said Kleinberg. The fashion-forward ads are often accompanied by inspirational, engaging editorial content also placed in the high-profile magazines. The company's content strategy also includes video campaigns that reinforce the inspiration, value and beauty behind each of its lighting collections.
- An active presence on social media, including Facebook, Pinterest, Twitter, Google+,YouTube and Houzz. "Our base of loyal 'fans' and 'followers' is growing rapidly as consumers share our postings about lighting trends and tips," said Kleinberg. "We're going to put even more focus on social media in 2015."
- Licensing programs with high-profile designers, including designer, author and home makeover TV personality Libby Langdon. "Our collaboration with Libby gives us a powerful new platform for building awareness of the Crystorama brand," said Kleinberg. "Libby is fast becoming known for her growing collections of branded home furnishings and she enjoys incorporating items she's designed into her TV makeovers and other design projects. Her work also has been featured in a number of leading design magazines. Her easy, elegant, everyday style is a perfect fit for our line."
- A robust website, with complete product information, product photos and a dealer locator. "Our lush product photography is a departure from standard product imagery," Kleinberg said. "Our collateral would look at home in the magazine section of a newsstand."
"We make all our content available to retail partners through a special FTP site," said Kleinberg. "By using our site, our dealers have easy access to photos, blogs and a range of other materials, which they can use to create their own ads or Facebook and Twitter posts."
For example, instead of writing their own blog about how to choose the right chandelier size, dealers can run an article on the subject from one of Crystorama's experts, Kleinberg explained. "We act as an extension of the retailer's own marketing team, enabling them to be more active with their own customer communications. If they don't have the time or ability to create their own content about lighting, we can provide them with a variety of interesting copy and photos."
|About Crystorama |
For more than 50 years, Crystorama has been a leader in the lighting industry, recognized for distinctive lighting creations that are exceptional in quality, design and craftsmanship. Drawing upon its depth of knowledge and expertise and inspired by fashion and art, Crystorama continues to innovate with modern shapes, materials and colors.
Crystorama chandeliers are featured in such prestigious institutions as the U.S. Supreme Court, Constitution Hall and the Palace Theatre, as well as hotels, resorts and homes that range from urban lofts and country estates to suburban neighborhoods. The family owned business is headquartered in Westbury, N.Y., and serves retailers and contract distributors nationwide. For more details, visit www.crystorama.com.