Making the Case by Rick Long
If you go to any industry tradeshow, look for the brightest displays on the floor. Make your way over there and you’ll more than likely find several vendors showcasing LED lighting—a product that has begun to make its
mark in the industry.
When considering LED lighting, the questions for PEI members are just as
clear as the lights themselves. To what extent should these new products fit
into your business plans? And how can you make the case that an established
or new marketer should “step up” to this initially more expensive lighting
To help answer those questions, the PEI Journal spoke with three successful
store owners—one in Oregon, one in California and one in Indiana. All have
made the move to LED. All are more than pleased with their results. And each
of their stories helps explain why this technology is so attractive.
In contrast to incandescent bulbs (filaments) or fluorescent lights (plasma),
LED systems use solid state “light emitting diodes” as their light source. These
new generation lights are very energy e;cient. They also are typically smaller
in mass and generate less heat than other options. And the light itself? It’s
bright. Very bright.
But, as with any product, you don’t sell the technology to your customers.
You sell the benefits. Our case study stores show that the advantages of LED
are real, practical and multifaceted.
2 4 | PEI.ORG | Second Quarter 2012