Agentur Gestalten für Elektro-Material: Strategic realignment in the lighting business
Anyone who regularly drives on Swiss roads will be familiar with the striking delivery vehicles of the wholesaler for the electrical and installation industry: white, with a large green EM logo on both sides. Gestalten is supporting the company's strategic realignment.
Behind this green logo are 100 years of wholesale experience, a product range with more than 250,000 items and a permanent readiness to deliver throughout Switzerland. With the acquisition of Elevite in 2014, EM completed its range with its own lighting competence center.
EM Elevite becomes EM Light
EM Elevite was integrated into the EM brand hierarchy at the beginning of 2018. At the same time, EM Licht was to position itself unmistakably as a competence partner for sophisticated lighting projects. This strategic realignment was far more than just cosmetic communication. A completely new value proposition had to be formulated and implemented. A central component of this was, among other things, the transparent and structured presentation of the service concept. This was to serve as the basis for all internal and external measures.
A new self-image
Naturally, the strategic realignment also had far-reaching consequences for the activities of the 40 or so employees at the Lighting Competence Center and the other 700 team members working in the various EM branches. For this reason, the first stage involved extensive internal communication: Events with the management, internal communication tools, new sales aids and personal visits to branches throughout Switzerland.
Premiere at Electro-Tec
EM Licht made its first public appearance at the Electro-Tec trade fair in Bern in May. The EM trade fair program was extensively modernized for this - exhibition stand, trade fair communication, specialist presentations and visitor promotion. And in the newly designed light tunnel, visitors were able to experience for themselves just how much energy can be saved with LED compared to halogen.
Realized in three months
It is remarkable that just three months passed between the first meeting between those responsible for the EM and the creative minds from Gestalten in Binz, Zurich, and Electro-Tec. The ambitious "monster project" was only possible thanks to meticulous planning, a specially formed task force, a lot of concentrated work and the odd extra shift.
