THE JOURNEY STARTS HERE!
Welcome to Electrical Insights, the newest resource in the Prism Business Media Electrical Group for Electrical Wholesaling's readership. Marketing Guru David Gordon and the magazine's editors are proud to present this interactive industry forum and marketing resource.

CUSTOMER-LOYALTY PROGRAMS
Over the past couple of years a number of manufacturers have launched end-user customer loyalty strategies (Lutron, Siemens, Cooper, Erico) as a means to "pull" business through the channel. Some of these companies have worked through distribution, others around distribution. Many distributors passively participate, but is this the right thing to do? Is there an opportunity to be a proponent and become more valuable to the manufacturer and the customer?
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EXECUTIVE RECRUITERS ARE VERY, VERY BUSY
Recently I have been receiving calls from executive recruiters who are calling on behalf of manufacturers. Many are looking for regional management personnel. The challenge is that "good" regional sales managers are employed and raiding competition is not a valid long-term solution for creating the industry's next level of management.

The issue is similar for distributors (and contractors). The industry should consider a proactive visibility strategy to generate interest in itself. One distributor has spearheaded a local/regional distributor association where competing distributors, with legal counsel present, can discuss industry issues. Perhaps these types of groups should be expanded and local recruitment initiatives developed? Or perhaps the issue could be addressed at NAED Zone meetings. Everyone would benefit.
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BLUEVOLT'S ONLINE TRAINING FOR IMARK
Earlier this year, IMARK launched an online training system, powered by BlueVolt. A significant number of manufacturers have developed content and are participating. IMARK has then supported the initiative through their marketing and recognition program, helping their members ensure their people are receiving product training. Plus participants earn BlueBucks for participating. Great concept, great application.
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David Gordon, runs Channel Marketing Group, Raleigh, N.C., the consulting firm he founded in 2001 to serve the marketing needs of electrical distributors and manufacturers. David first gained national prominence in the electrical market while with IMARK Group, Oxon Hill, Md., where he served as vice president of marketing and eCommerce strategies. In these roles he was responsible for developing strategies to increase manufacturer sales and market share through the group’s members and in helping members enhance their marketing efforts.

After five years with IMARK, Gordon joined SourceAlliance.com to lead the company’s marketing, community development and supplier revenue development initiatives. David is also an 11-year veteran of the performance-marketing industry.

Contact information: (919) 488-8635
E-mail at dgordon@channelmkt.com
Web site: www.channelmkt.com

The Competitive Edge
January, 2006 / By Allen Ray and David Gordon
Last year's launch of the IDW2 central data repository of standardized supplier product and pricing data by the Industry Data Exchange Association (IDEA), Rosslyn, Va., has garnered greater industry adoption than its predecessor. More than twice as many electrical distributors are currently using or upgrading to IDW2 from IDW.

The Power of Partnering
September, 2005 / To maximize growth opportunities, consider developing a holon. As defined by Arthur Koestler in The Ghost in the Machine, a holon is an entity that in itself is whole, and at the same time is part of another.

Online Ventures
June, 2005 / How electrical distributors employ the Internet to fuel and streamline business continues to evolve.

Driving Demand
April, 2005 / For many in the industry, 2004 was a good year. Top-line revenues and bottom-line profits grew. Most companies are optimistic about 2005. Industrial growth continues; residential construction remains strong; and the commercial market is making a comeback. Life is good. But is it really?

Why Contractors Buy Certain Brands
January, 2005 / By David Gordon and Victoria Levitan
By understanding contractors' product decision-making criteria, manufacturers and distributors can refine sales and marketing efforts to better serve contractor customers and capture incremental market share.

Battling for Share in 2004
November, 2003 / The time to plan for 2004 is running out, and 2004 planning may be your most important.