National Electric Light Association
The National Electric Light Association (NELA) was the body that provided the fledgling U.S. electricity industry with promotional focus and coordination during the late nineteenth century and early twentieth century. As the interface between the industry and consumers, the NELA was dependent on its image and reputation.
The NELA was formed in 1885, and the first of its twice-yearly meetings was held at the Grand Pacific Hotel in Chicago. It drew its members from both the electricity utilities and electrical engineering companies. Its commercial orientation meant that members tended to be sales, marketing, and advertising staff rather than technical staff. Even before World War I, when only about a sixth of American homes were wired for electricity, the NELA was active in promoting domestic use of electricity. Recognizing that women were the key decision-makers in the home, the NELA set up its own women’s committee. It also developed close relationships with other women’s organizations and invited their representatives to address NELA conventions. In the 1920s, it collaborated with the Federation of Women’s Clubs to survey the use of electricity in 4 million homes. The NELA also urged electrical goods retailers to employ women, especially trained home economists, as sales staff and to encourage them to play an ambassadorial role by lecturing to women’s organizations and demonstrating at trade fairs. Looking to creating awareness amongst the next generation of consumers, the NELA also involved children in its marketing research, for example by sponsoring a competition that involved children surveying lighting in their own homes and those of neighbors. Survey findings and detailed product research informed the direction and content of publicity campaigns, such as the 1931 refrigerator campaign. That campaign, like others, was conducted through a barrage of advertising in local and national papers.
The NELA was formed in 1885, and the first of its twice-yearly meetings was held at the Grand Pacific Hotel in Chicago. It drew its members from both the electricity utilities and electrical engineering companies. Its commercial orientation meant that members tended to be sales, marketing, and advertising staff rather than technical staff. Even before World War I, when only about a sixth of American homes were wired for electricity, the NELA was active in promoting domestic use of electricity. Recognizing that women were the key decision-makers in the home, the NELA set up its own women’s committee. It also developed close relationships with other women’s organizations and invited their representatives to address NELA conventions. In the 1920s, it collaborated with the Federation of Women’s Clubs to survey the use of electricity in 4 million homes. The NELA also urged electrical goods retailers to employ women, especially trained home economists, as sales staff and to encourage them to play an ambassadorial role by lecturing to women’s organizations and demonstrating at trade fairs. Looking to creating awareness amongst the next generation of consumers, the NELA also involved children in its marketing research, for example by sponsoring a competition that involved children surveying lighting in their own homes and those of neighbors. Survey findings and detailed product research informed the direction and content of publicity campaigns, such as the 1931 refrigerator campaign. That campaign, like others, was conducted through a barrage of advertising in local and national papers.
