How are you marketing to small businesses?

Jay Matsueda, director of marketing, Fulham North America

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“As a leading global supplier of energy-efficient lighting systems and components, Fulham markets to our relatively smaller customers around the world in a variety of ways. We attend all kinds of niche trade shows, reach out with basic social media, establish special incentive programs using branded giveaway items [T-shirts, cups, POP displays], advertise in trade pubs and blitz releases out about new products, particularly in emerging areas such as LED, EHID [electronic high-intensity discharge], induction and photo-luminescent lighting. Especially now, businesses large and small are willing to invest in money-saving technology; we want OEMs, distributors and ESCOs [energy service companies] to think of Fulham first.”
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