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Value Engineering through LED Education
David Gordon Posted On March 19, 2018


The lighting market is more competitive than ever before. And with unit sales rates exceeding revenue growth rates, aside from declining materials costs, as they say “it’s the competition, stupid.”  Historically the term “value engineering” is derisively referred to as […]


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Employee Engagement Requires Internal Marketing
David Gordon Posted On March 15, 2018


Much has been discussed about employee retention as well as recruitment. While some elements of both are truly in the hands of the employee / candidate and companies cannot impact, there is a key element that companies do control.  it […]


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State of eCommerce According to Electrical Contractors & Buyers
David Gordon Posted On February 21, 2018


According to a recent study conducted by Channel Marketing Group titled “State of eCommerce, Electrical Contractor & End-User Insights”, electrical buyers are accelerating their usage of online tools for product research, downloading of spec sheets, seeking pricing and checking inventory.  […]


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Promote to Communicate
David Gordon Posted On February 12, 2018


Breaking through the communications clutter that we all receive daily is a huge challenge.  Whether it be trying to reach out to prospects, sharing information with existing customers (and think if the number of customers you have on your books […]


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Mayer Goes Premier; Changing Switchgear Market
David Gordon Posted On January 17, 2018


Last week, Mayer Electric announced that it was converting all of its branches to Square D by Schneider Electric (Square D) for switchgear and control products.  This decision impacted their North Carolina, South Carolina, Tennessee, Houston and Pittsburgh locations as they […]


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Manufacturers Creating Customer Engagement: IDEAL, Lutron, Southwire
David Gordon Posted On January 15, 2018


In the age of increased customer access to product (internet / online, more locations by distributors, distributors from other industry’s selling electrical product, etc) and a battle for mindshare within distributors and from buyers / potential buyers, some manufacturers are […]


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What’s the Value of a Manufacturer’s Brand?
David Gordon Posted On December 6, 2017


Over the past few months as we’ve sat in strategy development meetings with distributors, reviewed distributor purchasing information and talked to manufacturer reps and contractors we’ve seen a purchasing trend that is roiling the industry. The trend, which mirrors what […]


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A Changed Lighting World … Who Are They?
David Gordon Posted On October 29, 2017


The lighting industry has dramatically changed over the past 5 years.  Name brand companies, who have been and in most cases still are, have lost overall share to companies that are “unfamiliar” to many.  Distributors now comment that their lighting […]


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Branding  / Channel Strategies  / Industry Consolidation  / Manufacturers  / Marketing Groups  / More Insights
GE and ABB – A Done Deal Yet? Almost
David Gordon Posted On September 24, 2017


Last week Bloomberg News reported that their sources are saying that ABB will be acquiring GE Industrial Solutions.  This seemed to corroborate what was posted by readers on ElectricalTrends’ two stories (GE and ABB … Doing the Tango, GE Industrial […]


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ElectricSmarts hires Werthman as Director of Sales & Marketing
David Gordon Posted On September 24, 2017


“ElectricSmarts is pleased to announce that Paul Werthman has joined its team and has been appointed Director of Sales & Marketing. Paul is a seasoned industry veteran who began his career with Graybar and subsequently became a National Marketing Executive […]


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