After many years working together at Clipsal, Erik Scholz and I got back together again when Erik created the Scholz electrical group, utilising the Lumex brand. The Lumex LED Lighting range was the first brand to break through nationally with new and innovative LED products. I was responsible for product branding, marketing and messaging, brochures and catalogues, display packaging and POS, display ads, and technical documents.
CLIENTS
Here is a cross section of clients we have worked with. It's representative of the range of work we have undertaken but doesn't include the inevitable small jobs for small businesses of various types. These samples show a strong reflection of my electrical industry background, on technical as well as marketing levels. The bottom line is, business is business. The basic are the same. The trick is adapting the basics to the individual business.
Let's talk about your business.
MFI is a successful Melbourne service body manufacturer building custom bodies for tradies, local government, fleet companies, emergency services, and the RV market. In cooperation with their design studio we revamped their website to add a more customer focused channel structure and messaging. This was followed up with display ads and social media support, as well as hard copy and digital brochures.
Airtopia manufacture Smart energy efficiency and comfort enhancements for air conditioning systems. In cooperation with their design studio we moved their messaging away from functionality to focus on customer benefits. And we added structure to channel different types of interest into the most relevant communication stream. The more time people spend looking for what’s relevant to them, the less likely they are to stay long enough to find it. We also supported them with social media content, and display ads.
Power Parameters is part of the Mayfield Group. They had aspirations to better market their highly technical and complicated power quality management technology. The key decision makers were identified as non-technical financial people, so we worked with the Power Parameters team to devise a strategy to productise the offer, creating a product we called PQMax. It provided an avenue to communicate a comprehendible solution to an incomprehensible (for the non-technical) problem.
Turf One are an elite sports surfaces company based in Melbourne. They had established installation and maintenance expertise in earthworks, landscaping, traditional turf surfaces, and well as the latest in artificial turf products. In cooperation with their design studio we provided them with a website and brochure that moved away from what they did in terms of trucks and soil and turf and addressed the outcomes that were uppermost in the minds of the sporting fraternity, the asset holders and the operations managers.
LPA Lighting is an international business with offices in Australia. Their Melbourne office was tasked with producing a new 72 page commercial catalogue and needed someone with both writing skills and a suitable technical understanding to create the text. So, I had to familiarise myself with a seeming multitude of new luminaires and compile a concise commentary on each group, including a list of technical features, iterations and differentiations. All within a strict word count.