LumiGrow
Leading IoT rebrand and activation
Client
LumiGrow
Services Provided
Strategy
Branding
Digital Transformation
Growth
UI/UX
Website
Global Expansion
PR
Projects
Marketing, Website, Branding, Product Marketing
Team Lead
Olera
Introduction
At a pivotal moment when LED grow lights were emerging as a transformative technology in horticulture, LumiGrow aimed to expand its influence beyond educational institutions to the commercial crop production market.
Our team stepped in to help redefine the brand and amplify its presence, leveraging a comprehensive suite of marketing strategies tailored to the unique challenges of this sector.
The Idea
Recognizing the hesitation in the market towards LED technology, our strategy was multifaceted: educate the market, rebrand LumiGrow as an industry innovator, and showcase the tangible benefits of smart grow lights. Our approach integrated scientific expertise with dynamic marketing techniques to educate and convert a skeptical audience.
The Challenge
Transitioning LumiGrow’s focus from educational to commercial markets required overcoming entrenched perceptions about traditional lighting solutions, a market with little differentiation. This involved a strategic rebrand, a robust educational campaign, and repositioning LumiGrow as a leader in efficient and sustainable horticulture solutions. Additionally, their advanced technology needed to be communicated effectively to less tech-savvy segments.
The Vision
Recognizing the market's hesitation towards IoT technology, our strategy was to educate and rebrand LumiGrow as an industry leader and source-of-truth. By integrating scientific expertise with dynamic marketing techniques, we aimed to convert a skeptical audience and showcase the tangible benefits of smart grow lights. Our vision was to position LumiGrow not just as a product but as a catalyst for change in the horticulture sector, communicating innovation, sustainability, and advanced science.
The Process
Our journey with LumiGrow began with a thorough market analysis and strategic planning. We meticulously segmented the market, identifying key verticals such as AgriScience, Education, Enterprise, Mid-Market, and Breeding. This allowed us to craft tailored messaging that resonated with each unique segment, such as leafy greens, cannabis, vine crops, floriculture, and specialty crops. Rebranding efforts transformed LumiGrow’s image to appeal to a broader commercial audience while maintaining its educational roots. We developed high-quality educational and branded content to drive traffic, supported by targeted SEO and paid advertising campaigns. The redesigned website enhanced user experience with segment-specific landing pages. A robust CRM system facilitated personalized communication, and engaging videos along with international PR campaigns amplified the brand’s reach and impact.
Outcomes and Highlights
Brand Recognition
Attained a #2 brand rating in an independent trade publication survey, just behind Philips.
100% Growth
Achieved over 100% growth in the SQL pipeline annually through targeted omni-channel marketing.
SEO Success
Over 550 keyword placements in Google's top 3 SERP placements for high-volume and niche keywords.
Content Engagement
Launched successful educational content programs that significantly improved CRO and brand trust.
Award-Winning
Developed and launched multiple award-winning products and campaigns across North America and Europe.
Team Management
Successfully managed a diverse team across marketing, design, development, and strategic planning to deliver consistent and impactful results.
New Brand
Old Brand
New Brand
Conclusion
Through strategic planning, innovative branding, and targeted marketing efforts, we helped LumiGrow transition from an educational focus to a commercial powerhouse in the horticulture lighting industry. Our comprehensive approach not only enhanced brand recognition but also drove significant growth and positioned LumiGrow as a leader in smart horticulture solutions.
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