A relative youngster in the electrical wholesaling world captured two awards at the most recent national conference of IMARK Group, the Oxon Hills, Md.-based marketing group. Fourteen-year-old SPT Electric Supply Co., Inc., Belle Mead, N.J., took home awards for Member of the Year and Marketing Support. SPT was chosen from among 181 IMARK member distributors representing 800 branch locations and $5 billion in total sales nationwide. The balloting, conducted by IMARK vendors, was based on a point system of objective sales and marketing criteria.

SPT has placed a powerful emphasis on cutting-edge marketing techniques that focus on personal relationships, friendships with customers and the creation of a sales, education and product partnership. Paul Mauro, SPT director of marketing and sales, recalls former New York City Mayor Ed Koch's trademark question, "How'm I doin'?" and says they have emphasized the "common touch" at SPT, pulling up a stool and talking with contractors at the counter, talking shop-getting a gut feel for how the customer feels.

SPT promotes more than 100 counter days a year, spring and summer barbecues, and vendor theme events such as Octoberfest, the SPT Flemington Annual Pigroast, and the SPT Bridgewater Summer Vendor Exhibit Fair, which attracts hundreds of customers annually. The Vendor Fairs are complemented by major yearly promotions, such as the SPT 1997 "Bass Boat Giveaway." About SPT's homespun marketing approach, Mauro says, "It works. Customers appreciate attention!"

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