Shedding some light onto a niche business.

In the right light, at the right time, everything is extraordinary.

Aaron Rose

It just felt like the right quote at the right time. I was just about to start my business as a lighting designer and programmer, and was looking for a neat quote. I saw this one and instantly fell in love with it.

Long story told short, today I am going to try to use my own business (lighting design) for the seconds week activity, which is: Picking a business and describing appropriate digital marketing channels based on the country of my business.

Different Digital Marketing Channels

The event industry is very tech savy, and at the same time – while many people in the event industry use social media – it feels to me like most of the social media networks are left out. For example – Twitter, Instragram, Snapchat, Pinterest, etc may work very well on a B2C basis, however my business is in deep need of some good B2B marketing channels. So, in terms of social media – the only three channels that really make sense are: Facebook, LinkedIn and XING (similar to LinkedIn, but limited to DACH region).

Email and affiliate marketing do not make any sense at all, since we are actually talking about a small exclusive group of clients. Most business (at the moment) is gained by offline referrals anyway.
I feel a good way to influence the perception of a business is to actually participate in online community forums. I have gained productions and clients because they contacted me for work after forum posts made by myself sparked their interest. They looked up my contact info in the forums signature – which, for this blog, is bringing me to my next channel – went to see my website afterwards.

A responsive website and a nice looking CV / Portfolio is definitely a must have. My current website is not responsive, thats why I plan on swapping it for a new one, with a complete CI relaunch. I do not think (on page) SEO is a big issue for a lighting design and programming business, however I am willing to give it a try with my new website, which should be finished soon.

Off Page SEO

As opposed to on page optimization, off page optimization is a very big deal. There are lots of online press reports, interviews, etc, etc. So there is a massive need in off  page optimization.

As an example, German Online Magazine “Event Elevator” right now has four projects online that I worked on, with my Name tagged, of which two are video interviews with myself and other people involved in the production (here and here.)

Additionally, there have been reports in various online magazines spread all over the world and posted by lighting fixture manufacturers (here as an example).

Different Countries – Different Needs?

I don’t believe that the event industry does require massively different channels for different countries. You pretty much get along with the channels mentioned.

As a conclusion – I guess I will try to to more online marketing, in the form of social media marketing and a fully responsive website, optimized for mobile, accompanied by off page optimization.

In the mean time, please feel free to checkout a list of my past projects on my old website, – and have a look at my new website to leave any comments and recommendations about the look and feel.

Oh – and should you be in need for a lighting designer. Let me know.

Cheers, and see you soon.



My passion4digital is just on the rise.

When I started thinking about what I should write on this first blog post covering the first week of this MOOC; I was actually thinking of conducting a SWOT analysis of all the blog posts that have been written by my “competitors” to know where I am at.


SWOT quite catched my attention. I do not have much marketing experience, and while it is logical to conduct an analysis to assess your strengths, weaknesses, opportunities and threads, it seems that many of the companies that are working in my industry entirely forget about it. But its so easy! Not actually conducting the analysis, I guess that might, under some circumstances, be rather difficult; but it just seems so logical to conduct it at all.

For example: If you are thinking of quitting your full time job – You will automatically conduct a SWOT analysis yourself, when applying for new work opportunities! Its some sort of Magic.

2. The Business Maturity Model

I was stunned to learn how many companies (in the UK, altough I am pretty sure figures also apply to Germany) are still at Level 0 (no online presence at all) or Level 1 (only broadcasting information on the internet, no interaction) of the Business Maturity Model. Only less than 15 percent of all small to medium sized enterprises found in the UK (according to the university of salford) are on Level 2 of the Business Maturity Model. These figures seem a little disturbing to me, just because many companies do not seem to be jumping onto the bandwagon and joining the hive, which might, earlier or later lead to the companies having to close down, or miss out on the big innovative business.

3. The Zero Moment of Truth

To me, The Zero Moment of Truth just felt natural. Being one of the people that always look up a product on the internet prior to buying, checking on experiences by others, or even only seeing how a company reacts to product feedback on social media massively impacts the way I make decisions when spending money. As an example: After a lot of online research on blogs and after days of reading through forums I recently ordered a Volvo Station Wagon. . If these resources would have been negative, I might have chosen a different model – or even brand. Also, Volvo quickly reacted to social media enquiries, which in turn makes me feel valued by the Manufacturer. For more info on the ZMoT please see the video below:


4. Honesty. Really.

Altough it may sound a bit strange.. I personally believe honest marketing is very important. More important than companies might actually think. In the past, you usually had to buy the product to notice “Marketing” lied at you; in theses days and more so in the future, online research and the spreading web 2.0 movement will be the best source to figure out if marketing is lying. If companies fake blog posts, etc to get more clicks and more people attracted to their products, consumers will figure it out and some point and the company will massively be loosing trust.

5. Be SMART. Be Creative.

Last but not least. Be and stay Smart!