Marketing Intégré B2B

Newsletter for Philips Lumec

Context

As a reference in their field, Philips Lumec publishes their newsletter ‘The Focal Point’ three times per year. The objective of the newsletter is to provide its readers (landscape architects, engineers, and project managers) with current and pertinent information related to the outdoor lighting field.

Exo’s mandate

Exo has been in charge of every aspect of ‘The Focal point’ since its first publication in February 2008. More than simply being responsible for subject selection, Exo takes care of everything related to this newsletter: researching and writing the articles, management of subscription lists via permissive marketing (opt-ins), conceptualisation, design, and distribution. Exo’s mandate ends with the delivery of a report that contains an analysis of performance indicators for each edition.

The benefits for our client

Since the very first publication of ‘The Focal Point’ in February 2008, Philips Lumec has not had one opt-out or unsubscription. The reports provided by Exo clearly demonstrate an important increase of subscribers (over 30% between the two last editions) and the indicators leave no doubt as to the quality and the pertinence of the published articles.

With their newsletters, Philips Lumec solidifies their image as the North-American leader in outdoor lighting and benefits from a client and prospect brand awareness increase caused by effective exposure to targeted content. Beyond the visibility that this publication generates, the newsletter also allows Philips Lumec to create and maintain quality relationships with their subscribers.