Canadian Electrical Wholesaler

Shoynear Morrison

November 9, 2017

By Shoynear Morrison

With the digital shift in full effect, how do we as communicators continue to engage our audience? How do we truly compete with social media like Facebook and YouTube with the common sayings, “print is dead” and “nobody reads anymore” circulating in our industry?

As marketers and communications professionals, the greatest way to transition into the digital realm is by creating videos for your audience to consume. With the attention span of our audience shrinking below the level of a gold fish, showcasing content through visual means is the best way to demand attention.

Watching a video can be effortless in comparison to reading an article since it requires less from a viewer than it would from a reader. Think about it. Asking your audience to read a 500-word article is a huge commitment: the probability of every person who reads your opening paragraph making it to your closing is highly unlikely.

I’m not saying we should ask our audience to think less. However, we should make it easier and faster for them to understand the concepts we’re trying to portray.

So how do you create a captivating video? In the beginning, don’t let the reality of a small budget discourage you from reinventing your content. When transitioning from writing to video production, I believe it’s about quantity. Make as many videos as you can, about topics you think are important to your organization or our industry. The content you produce will serve as your quality control.

Now, just because you’ve caught your viewers attention through a video doesn’t mean they will stay to watch the entire compilation. Understanding that you can lose the attention of your viewer with a lengthy video is important for propelling your content forward.

This brings me the power of the cut. Making your clips short with smooth transitions is imperative for keeping your audience engaged. Furthermore, making your scenes tight and your message concise will help reduce the timeframe of your videos. If a video clip drags on for too long, it can easily provoke your viewer to break their concentration.

How many times have you checked the length of a video before you’ve played it? If it’s short then you’ll watch it right away. If it’s five minutes or longer than you’ll save it for later. Overall, as communicators we’re fighting for our viewers’ time and attention.

Therefore, the last thing you want is for your audience to feel that your content is a chore they can postpone for later. Keeping your videos under three minutes will help maintain your contents’ attraction.

Once you’ve managed to create consistent videos, it’s time to elevate your content through the power of design. This is when quality becomes important because now you are trying to impress your audience. By implementing appealing designs with captivating transitions, your videos will start to generate shares and recommendations.

A well-designed video can start from a thought-provoking opening scene to displaying the behind-the-scenes production. Through design you can incorporate your company’s brand and ultimately express your creativity.

Our content will always compete against trending videos on YouTube and Facebook. However, by creating them and then designing them in a way that touches our viewers, we will have a fighting chance in the digital realm.

Shoynear Morrison is Communications Coordinator, Sonepar CanadaThis email address is being protected from spambots. You need JavaScript enabled to view it..

 

OlsonBy Katrina Olson

A recent CEW article by David Gordon caught my eye. The headline was, Are Your Sales and Marketing Teams Inhibiting Growth?

As a marketing consultant, writer, and trainer, I recognized the challenges and barriers that David was writing about. We agree on many issues (and their causes) facing electrical distributors and marketers. But I also hear from marketing people all the time that the C-Suite is hindering their efforts which, in turn, hinders the company’s growth.  

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Study


A confirmation: the winds of change are now howling.

Several years ago, in a workshop at Electro-Federation Canada’s annual conference, a roundtable session described and debated the numerous disruptive technologies that are forcing us to think differently.

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Looking BackIn the 1930s to 1940s, CEDA’s Western Canada membership was very stable with old line independent companies like Horsman, Ashdowns, Brettell, Marshall Wells, Electrical Supplies Ltd., etc.

Small electrical distributors just were not acceptable for membership as they did not carry the main-line manufacturers’ goods, publish a wiring device catalogue, or employ four to five salesmen as CEDA requested.

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Changing Scene

  • Prev
Flextherm Celebrates 25 Years With a Big Bang PHOTO: EIN-37/CEW-18-CS-Flextherm-400.jpg The floor ...
Electro-Federation Canada’s 6th Annual Future Forum, Thinking Smarter — Channel Products, Energy, ...
In partnership with Habitat for Humanity Québec, Convectair is donating two heating units ...
Do you know an industry member who has greatly contributed to the Canadian electrical industry and ...
Kendra Smith will be joining the company’s Nationals Accounts team as the Key Accounts ...
Blueway has been added as a division within Sonepar Ontario, reporting directly to Sonepar Ontario ...
Pilz Canada has added Marcus Graham to its family. Marcus is now serving a wide base of customers ...
Christopher Balleine has been appointed Stelpro’s Sales Representative, Maritimes, ...
Based in Ottawa, Lafontaine will be responsible for building on Schneider Electric’s ...
Bill Smith from Electrozad Supply Company Limited has been selected as this year’s recipient ...

Peers & Profiles

  • Prev
Sales of electrical supplies from full-line electrical distributors capture the geographic ...
I've known John Sencich since CEW began publishing. He agreed from the outset to be part of the ...
Laura Dempsey has been working as an outside sales representative for E.B. Horsman & Son for ...
Michael Gentile, President and CEO of Philips Lighting Canada, has had a long and distinguished ...
Gordon MacDonald is a cheerful, driven individual who loves to be challenged, a trait that suits ...
  Jordan Prins is an account manager at Wesco Distribution in Abbotsford, British Columbia. ...
Mike Marsh, President and CEO of SaskPower, has been a leading figure in Saskatchewan’s electricity ...
I didn’t wake up one day and go, “I want to work for my dad!” Actually, it was ...
    Ouellet Canada is celebrating 50 years in the Electrical Heating ...
  On February 27th Lumen opened their 36th branch in Ottawa, Ontario. ...

Laura Dempsey

Owen Hurst

Laura Dempsey has been working as an outside sales representative for E.B. Horsman & Son for over 15 years, and is a member of the BCEA U40 network of young professionals. She lives in Langley, BC and is proud of her position and work with E.B. Horsman, particularly as she is the second Dempsey generation to work for the company.

Laura’s mother Shelly has worked at E.B. Horsman for over 25 years, and instilled in Laura a determination to succeed. Laura followed in her mother’s footsteps after witnessing how much her mother enjoyed her work and the people she works with at E.B. Horsman.

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Laura Dempsey

Line Goyette

I've known John Sencich since CEW began publishing. He agreed from the outset to be part of the newsletter’s Editorial Board. His contribution was regular and sustained. Always present to answer my technical questions, and refer me to the right person for additional information as needed. Always available despite his role as senior leader of an influential company.

Over the past five years, many industry insiders have cited John Sencich when I asked them to name someone who had made a difference in their lives or had inspired them as a leader.

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Looking Back

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  As 2017 marks the 150th anniversary of Confederation, we take a look back at an aspect of ...
The resource-based industries of the Maritimes are looking to electronics to make their operations ...
  Electrical distributors must remain in both the electronic and electrical ends of the ...
  The public’s strong interest in energy-saving products should continue in the ...
  Even in a principally agricultural province like Saskatchewan, the impact of electronics ...
Electrical distribution companies operating in British Columbia will continue to get larger while ...
Golden anniversaries are celebrated by the mature, and our industry is allowed to celebrate ...
The last 50 years have been exciting ones for the electrical industry but they won’t compare to ...
The ceiling that had been placed on membership fees remained a point of contention among ...
The year 1982 started on a relatively good note for electrical distributors. Sales in the first ...

DIgitalDigitalization is set to take a strong hold of all business models, transforming how companies access, monitor, engage with and service customers. Today’s customers are not passive consumers; they rely on real-time digital access to information to make purchasing decisions. Businesses must consider how to apply digital technologies and digitized data to connect with customers to help reshape their paths to purchase. This digital lens provides improvements to business functions, operations and overall processes by creating stronger insight and knowledge so businesses can take action.

The path towards digitalization has put the electrical supply channel at an important crossroad: the entire electrical value chain (suppliers, manufacturers, distributors, customers) will need to strongly consider how to move from a traditional model that has served the market well for decades, towards a new model that is connected, smart and highly efficient. But how does the industry evolve from a traditional model to an integrated ecosystem?

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EFC 2018 Scholarship Program

This year Electro-Federation Canada (EFC) will award $156,250 across 62 scholarships supported by manufacturers, distributors and associations.

The annual EFC Scholarship Program reflects an industry that understands its responsibility to attract future talent. In the face of technological, demographic, and socio-economic evolution, the employment landscape is in constant transformation resulting in substantial challenges for companies as they work to define and redefine their recruitment practices. Furthermore, as competition for the brightest and the best of the next generation of business leaders intensifies, it’s more important than ever to engage young people. 

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