We attribute an increase in call volume and in-store shoppers to our presence on Google.”Bertie Ray III
Drew Dearwester and Bertie Ray III were just looking to turn their love of high-end European lighting and design into a business; they ended up helping revitalize downtown Cincinnati, Ohio. When they opened Switch, a modern lighting, furniture, and design shop in the city’s emerging Over-the- Rhine neighborhood, there wasn’t much else like it. Despite the looming recession, their store helped attract a new audience to the area, and soon, other shops and restaurants followed. “Today, it’s probably the hottest urban area in the Midwest,” said Bertie. “People come here because it’s a culinary and artistic destination.” Shortly after opening, Switch secured a high-profile contract to light the historic Mercantile Library. Despite its initial success, Switch still needed to keep getting the word out. So, they launched a website and kickstarted their digital marketing efforts. “A friend of ours said, ‘You’ve got to start with Google,’” recalled Bertie, “And we listened.”
Switch doesn’t offer e-commerce sales, so it uses its website to showcase its work and tell its story to prospective clients. To boost its online presence and drive more people to its website, Switch runs Google Ads campaigns. The company also uses Google My Business to post its hours and location on Google Search and display photos of its new showroom in Cincinnati’s business district. “We attribute an increase in call volume and in-store shoppers to our presence on Google,” said Bertie.
Since 2017, the company’s digital marketing efforts have led to an 18% increase in revenue. “The web is your friend — you connect with the greatest audience through the internet and through Google in particular,” Bertie said. Drew and Bertie invest back into their local community by sponsoring concert series at the Cincinnati Symphony Orchestra and donating money to children’s health initiatives. Switch also works hand-in-hand with local businesses to help them achieve their commercial lighting goals — no matter the budget. “We always put our best foot forward because we want our business community to look good,” said Drew. “As Cincinnati receives more visitors, we want them to be impressed with the ambiance of our local businesses.” In the next three to five years, Drew and Bertie hope to add more locations in neighboring cities and states, bringing the same level of dedication and detail that they’ve brought to downtown Cincinnati. “Our brand is solid in our regional marketplace, so we’re looking at other emerging communities that could enjoy our product,” said Bertie.