Feb 11 2010
PureSpectrum (OTCBB: PSRU) launched a marketing campaign earlier this week in south and central Georgia featuring television advertising and direct product delivery to stimulate sales and introduce its dimmable Compact Fluorescent Lamp (CFL) products to retail outlets and rural utilities.
The company’s television ads will be broadcast on the My South Television Network, an independently owned network which delivers programming to dozens of markets and hundreds of thousands of people in south and central Georgia. The television ads, which began airing this week, carry the tag line, “Orange is the new green,” to emphasize PureSpectrum’s orange boxes and a corporate philosophy which espouses higher standards for energy efficient lighting. The advertising will support and complement PureSpectrum’s direct sales efforts with retail outlets and utilities in south and central Georgia.
“Every lighting company in the world is talking about going green, but at PureSpectrum our goal is to go beyond green,” said PureSpectrum president and CEO Lee Vanatta. “We believe wholeheartedly in the importance of energy efficiency, but we also believe in delivering high performance lighting products that satisfy consumer standards for lighting. Through our messaging in these ads, we hope to convey that we are asking people to change their light bulbs but not their expectations.”
As ongoing retail relationships are established and subsequent purchase orders received, product distribution will be managed through an electrical distributor that services rural utilities. The company intends south and central Georgia to be a test market for the strategy and expects to be able to replicate the campaign in other areas of the country later this year.
“In addition to providing the company with multiple selling opportunities, we believe we will benefit from establishing contact with recognizable big box retailers in these areas that can serve as a proving ground with consumers and help us gain entry into store locations in additional markets,” said PureSpectrum program sales manager Jeff Smith. “Our primary goal for the campaign is to sell dimmable CFLs into the retail outlets and utilities in these markets, but an important secondary goal is to continue building exposure for the brand and generating positive feedback from satisfied consumers who buy and use the bulbs. The company expects this campaign to strengthen our entire sales and marketing platform and provide the company with a cost effective program that can be implemented in multiple markets.”
PureSpectrum introduced a 20-watt dimmable, instant bright bare spiral CFL in the fourth quarter of 2009. The company currently has several additional CFL products, including bare spirals and reflector models, in testing to receive approval from Underwriters Laboratory (UL) and Energy Star and expects to be able to dramatically expand its CFL product line in the second quarter.
“We have been working toward gaining a foothold in the CFL marketplace, and we believe our brand will begin to achieve true market penetration and traction once our full product line of dimmable CFLs has been launched,” said PureSpectrum president and CEO Lee Vanatta. “Programs like this regional marketing program beginning in Georgia are critical to our ongoing efforts to build momentum for the PureSpectrum brand.”