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Sterling Gets Smart: Launching Cavet Technologies’ LumiSmart Solution

The Challenge

Lighting efficiency isn’t the star of the cleantech world, but in this short-term launch project Sterling helped introduce Cavet Technologies as a must-watch disruptive upstart in the global energy-efficiency market.

Cavet Technologies is a lighting solutions company that has developed a breakthrough intelligent lighting control solution. Cavet’s LumiSmart is the result of over 10 years of research and development in the area of lighting science and electrical waveform modification and, unlike most lighting solutions, it can be installed within hours and deliver immediate savings. Sterling was brought on shortly before Cavet’s initial launch to create awareness and demand for this new product. Though the LumiSmart product was 10 years in the making, it was going to be a challenge to convince media that this small, bootstrapped company from Canada could deliver on its promise of providing an instant 30-percent power reduction without replacing any existing lamps, ballasts or fixtures.

The Strategy

Sterling’s strategy for this launch was to leverage its relationships with key cleantech media influencers to secure meetings for Cavet’s CEO so he could clearly articulate the company’s vision for the industry and how its technology will make a disruptive impact. Sterling also wove third-party validation into the story through the use of positive industry analyst references, and by promoting Cavet’s global manufacturing and distribution deal with Celestica, Inc.

The Results

Cavet Technologies’ LumiSmart product launch generated more than 60 positive articles totaling more than 10 million impressions on the day of the announcement and following week. Coverage from the Toronto Star was typical: “Cavet Technologies will unveil a device about the size of a shoebox that, to mix metaphors, could soon sell like hotcakes at an international fair.”

Widely noted in coverage as a market “disrupter,” Cavet’s industry-changing technology was praised by some of the top cleantech and financial publications in the business including Cleantech.com, EnergyBoom, Greenbang.com, MergerMarket, Renewable Energy World, VentureBeat’s GreenBeat, ZDNet, and Forbes.

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