Illuminating the Path to Profit

New FLX Premium ................. p2.Not all LED’s are equal ......... p3.New LTX Thin Light ............... p3.

“You can have anything in this world you want,as long as you help enough other

people get what they want.”

UpcomingTrade ShowSchedule

InterGem (Houston) ..................... 16th

InStore Show (Chicago) ............... 24th

AGS (Boston) ................................. 24th

IN STORE LIGHTINGIN STORE LIGHTING

March 2010 Quarterly Issue

by Eastern Lighting

by John MartzMarketing Director

eing in sales and marketing for nearly twenty-four years does not make one an expert in retail lighting, so I spend a lot of time reading about and analyzing this fascinating industry. Eastern Lighting recently completed the lighting for a fine jewelry store in Memorial City Mall in Hous-ton, Texas. When the installation was complete, I strolled up to it as a customer would and when I reached the area where this store is located, there was a choice of three similar stores within fifty yards of each other! Which one would a customer choose? Which one stands out from the others? These questions spoke clearly about Eastern Lighting and the product we sell.

The results of our recent customer survey suddenly became clear. In this survey, 80% of you said that lighting was very important in attracting new customers to your show-room, and 68% of you said lighting quality in relation to sales was very important. Prior to this revelation, I thought we sold lights such as our FLX showcase lighting system, or the SuperLux Par38 lamp, but I was wrong. I realize now that we are in the business of “Illuminating the Path to Profit” and this is the product we sell.

If our lighting made this store look just like the others it would not stand out, not attract the customer who had the choice of two other jewelers nearby, and the owners certainly would not see any additional revenue as a result. However, the intense white light produced by the LED’s in our FLX showcase lighting and SuperLux lamps made this store noticeably different.

Zig Ziglar once said, “You can have anything in this world you want, as long as you help enough other people get what they want.” Thus, when you spoke, we listened and now look at every product we offer and ask, “How will this product help our customers get more customers? How will this product make our customers’ merchandise look more attractive? How will this product help our customers increase their average ticket?” In other words, we ask “How will this product increase our customers’ profit?”

This is the basis for our new tag line and how we will conduct business from this point forward. “Illuminating the Path to Profit” is the course you have chosen for us to help you get what you want. As we follow the wisdom of Mr. Ziglar we ask that you would assist us in this effort by communicating your needs to help us illuminate your path to profit!

The official tagline of Eastern Lighting Inc.

B

GLDA (Las Vegas) ......................... 31st

April 2010

May 2010

June 2010JCK (Las Vegas) ............................. 4th

InterGem (Houston) ..................... 11th

Page 2

The New FLX Premiumby John MartzMarketing Director

Eastern Lighting is excited to introduce the new FLX-Premium showcase lighting system, capitalizing on our expertise and experience in LED’s and improving what made the original FLX lighting system so popular. Incorporating more powerful Q5 LED’s from Cree, Inc. of North Carolina, the FLX-Premium will draw customers to your showcase by putting your merchandise in the best light.

No lamp is 100% efficient in converting all the energy it consumes to visible light and LED’s

are no exception. Energy not converted to light becomes heat, which is extremely destructive to LED’s, shortening their life and causing the color to shift, negating the very reasons that may have attracted you in the first place. Radiation is the type of heat trans-fer you feel in direct sunlight and why you feel cooler when you step into the shade even though the air temperature is the same. Conventional lamps reject a lot of this waste heat in this manner but LED semiconductors reject only a tiny amount of heat by radiation. Most waste heat from LED’s must be removed through conduction. In the LED world, we call this thermal management.

In the new FLX-Premium showcase lighting system we were able to improve the power or light output significantly because our excel-lent thermal management system allowed us to add two additional LED’s per tube without compromising the temperature of the LED. The heat is transferred from the LED semicon-

ductor to the “package” or circuit board it is mounted on. This package is fitted to a bar-like heat sink with a heat conducting material that enhances the transfer of heat to the heat sink. Finally, this heat is transferred from the heat sink bar to the FLX-Premium outer tube and conducted to the air. The result is a brilliant showcase lighting system that lasts a long, long time.

The new FLX-Premium retains the rotary design of the first generation model, which

“...our excellent thermalmanagement systemallowed us to add twoadditional LED’s per tubewithout compromisingthe temperature of the LED. ”

allows the lighting system to be easily angled to make your products look their best. It also retains the internal semiconductor regulator insuring that the LED’s receive clean power with the correct polarity. Both contribute to a long LED life with consistent output.

The FLX-Premium is available in six standard lengths and can be customized to fit many applications. The LED driver, wiring down-tube, and mounting brackets are included with each FLX-Premium light and are covered by a hassle-free three year warranty. Attract more customers, show your products in the best light, and increase your sales by invest-

ing in the FLX-Premium showcase lighting system today.

Call Eastern Lighting at 800-839-3604.

Mail-inRebate Form

$25FLX Premium or PlusShowcase Lighting System

per

No LimitExpires March 31, 2010

Signature

X

Company Name

Mail-in Rebate TermsMail a copy of your invoice for your qualifying purchase of FLX Premium or FLX Plus showcase light with a completed Mail-in Rebate Form by May 31, 2010 and receive a $25.00 rebate check for each light you purchase.

Mail-to: 13004 Murphy Road, Suite 212, Stafford, TX 77477

Cree DiodesPowerful Q5 LED’s from Cree, Inc. manufactured in North Carolina are among the best-performing in the industry.

Thermal ManagementA well engineered thermal management system takes heat away from the LED diodes and is critical to maintaining performance for years to come

Semiconductor RegulatorFor added insurance, a semiconductor regulator is included providing clean power in the correct polarity to the diodes extending life and performance.

PatentedRotary DesignThe rotary design allows flexibility to put your merchandise in the best light by providing the freedom to aim the intense beam precisely where desired.

Page 3

BEWARE: All LED’s are not Created Equal! , Lighting Consultant

, Senior Lighting Consultant

by Darrin Davis

The New TLX-Premium Thin Lightby Brent Neal

The new TLX-Premium LED ThinLight fixture was a big hit at the GJX Show in Tucson last month! The TLX-Premium is Eastern Lighting’s new LED lighting solution for those hard- to- light places that could not be easily reached until now. Elegant Jewels of New York found that the fluorescent bulb included in their case at the GJX show was unable to bring out the radiance in the diamonds. They called us for help with the situation. We recommended the TLX-Premium and they were impressed with the way their jewelry came alive under the LED light. Make your merchandise come alive too. For small linear display areas that demand quality light, the TLX-Premium ThinLight is the answer.

Purchasing a new LED lighting system? Make a wise decision with the following tips.

First: Do research on LED thermal management. To prevent color shifting and insure a long life understand that LED lighting requires heat be pulled from the semiconductor with a heat sink. This is a major consideration of every lamp we offer. (See the article on the new FLX-Premium.)

Second: Cheap price = best deal? If it sounds too good to be true, it’s probably not a deal. We constantly test lighting in our facility and find that the best products initially cost more but are cheaper to own. Then we back them up with real warranties. Plus, our sample program allows you to experience our lighting in your store environ-ment.

Third: Know the lingo. What kind of LED’s do the cut-price sellers have? We use LED’s made in the U.S. by Cree, Inc. What is the lifespan of their lights? The useful life of a LED is when it reaches 70% of its original output and is directly related to thermal management. This is known as lumen maintenance. The more high-quality the LED, the better the thermal management, ensuring that the LED’s purchased from Eastern Lighting will give you thousands of hours of beautiful light.

Trust is key to buying in today’s LED market. We are someone you can trust.

Call 800-839-3604 to learn more.

Corner

6 Light Dispatcher

Transformer

Sales

We use LEDs made in the USA by Cree Inc.

Customers want to buy - they don’t want to be sold. An easy way to gauge if you are selling hard is to measure who talks the most. If you find your customer talking less than 75% of the time, you are making a hard sell. Soften up your style by asking more questions. Questions are magical; they get your customer talking, direct their thoughts, and allow them to think through why they should buy from you.

Top sales professionals plan their questions in advance. Think about your product’s features, translate them into customer benefits, and turn these into questions. It is best to have more questions prepared than you will need so that you can give your full attention to your customer’s response instead of thinking about what you want to ask next.

So, listen more and talk less. You will be surprised what your customers tell you and amazed at what they will buy!

Do You Hard Sell?

†

Member Profile

13004 Murphy Road, Ste. 212Stafford, TX 77477-3961

Eastern Lighting’s founder and president, Warren Wang, is the driving force behind the the company’s widely recognized success in the

specialized markets of jewelry showroom lighting and jewelry trade show lighting. Following graduation from Rochester University in

New York with a degree in chemical engineering, the entrepreneurial Wang decided to bypass the corporate engineering environment

and instead to venture into the realm of commercial lighting. He quickly identified the potential opportunities awaiting in the niche

markets of jewelry showroom lighting and jewelry trade show lighting where he could best utilize his detail-oriented and problem-

solving engineering mindset.

General InformationTel: 800-839-3604, Fax: 281-980-4157, E-mail: info@easternlighting.com2010 All Rights Reserve ©

Directory:Warren Wang - warren.wang@easternlighting.com | Darrin Davis - d.davis@easternlighting.comJohn Martz - john.martz@easternlighting.com | Brent Neal - brent.neal@easternlighting.com

In this issue: Warren K. Wang

President and Founder of Eastern Lighting Inc.