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Bloomberg Businessweek Columnist Karen E. Klein today highlighted Big Ass Fans® in her “Smart Answers” column.

One of the column’s readers asked how to get noticed when launching a new product. She shared Big Ass Fans’ experience marketing Haiku® , the company’s highly successful home ceiling fan. Because Big Ass Fans was entering a new market, the process involved an extensive advertising campaign.

Haiku has gone on to win scores of international design and technology awards.

Klein also noted how customers’ requests for high-quality LED fixtures led Big Ass Fans to develop lighting products. The company’s full-service, direct-sales approach cuts out the middlemen usually involved in the purchase of light fixtures, so customers have the benefit of working with only one company throughout a project.

Read the full article here.