Christina Calaway of Spark Media is a real old school lighting dork, which means our conversation begins with pulsed-start metal halides and other semi-forgotten lamp and fixture features. Before this turns into another scrub session, we transition to her current job in the industry: freelance marketing specifically catering to the lighting industry.
The marketing departments of lighting vendors and manufacturing have always had a power over language that comes from having to convince people that lights had value beyond being on or off. As LED adoption is evening out that gift for wording needs to be paired with controls and other features if you want to see success. We share our misadventures in copywriting, tips on working on social media, and the meaning behind web metrics.
We close out on the power of a good spec sheet and why you should sit on your own complaint line from time to time.
