Canadian Electrical Wholesaler

 

Apr 17, 2018

Electrical Social MediaBy John Kerr

The past years’ love affair with social media may be coming to an end. In the news are the issues surrounding privacy but there is a deeper problem. 

Marketers have been thrilled with their great results based on page views, shares, likes and referrals, and have been adding more resources to feed their social media machine. And the Canadian anti-spam legislation further fanned the flames to rush getting a quick fix for gaining an audience and a way to measure it. 

The reality now is coming clear. Facebook engagements are falling dramatically. A tool once relied on by so many may be dropping so low its value and return must be questioned. Even Mark Zuckerberg admitted in a report on recent financial results that Facebook had in fact made changes that reduced time spent on Facebook by roughly 50 million hours every day.

The reality for the electrical industry is also clear. Traffic measured by a social media hit may look good, may meet a metric, but this view or traffic is just that, it’s just traffic. 

The other big secret is the social media giants are controlling at all levels; one change in an algorithm and every measure changes and every goal may be the wrong one. 

This is not to say all social media is bad, but it does need to be understood and positioned in any marketing mix so as not to control or drive it but to merely be a part of the mix just in case. 

The reality too of social media is that it is a sea of information. Standing out, differentiating yourself and truly understanding what each offer are what matter first, and all this costs money and time far exceeding what the potential traffic may be worth. 

And while a case can be made that social media drives traffic, does it drive an audience? Audience must be defined here as the community that cares about what you do, what you make or sell, and what you stand for. The other hidden fact many forget is social media is international in scope. Its not Canada first always.

Perhaps answers and facts confirming this are right in front of us. We recently reviewed the top social sites in manufacturing and distribution, and what we found confirmed that less than 50% of the followers and likes are actual customers. Only one manufacturer had a superb end-user audience. 

We can further look to the end-users themselves and see that very few of them are influenced by or use social media as a tool for buying or specification. 

In Canada, some distributors have done a superb job with their social media, but in those firms there is a definitive understanding it is not the total fix. So maybe it’s time for a mindset shift. Perhaps it’s time to rethink your online marketing communications with a renewed focus on developing a more direct connection with your audience by devising solid content strategies, finding methods to get a direct connection that you own, and controlling and finding partnerships to develop and grow qualified audience. 

Remember, it’s audience and not traffic. It’s return on investment versus expense. 

John Kerr is Publisher of CEW and President of Kerrwil Publications.

Statistics CanadaThere were slightly fewer active businesses (-0.1%; -1,208) in May compared with a month earlier, marking the first time since May 2020 that the number of closures outpaced openings.

The number of business openings decreased by 11.5%, the largest percentage decrease since December 2018 and the second consecutive month with negative growth (Chart 1). The number of business closures declined by 2.9%, following a 2.5% increase in April. The decline in the number of business openings in May was largely driven by fewer entrants (-16.4%). The number of entrants in May was below the 2015-to-2019 average for the first time since August 2020. 

Read More


 

 

 

488 Days of COVIDBy John Kerr

Looking back to early 2020, the industry entered the first quarter with a sense of a solid year ahead, one that would easily eclipse 2019, and then in mid-March the brakes went on and relatively quickly.

On both the supplier and distribution sides, many took a reactionary stance and then quietly planned their next moves. Thinking differently, adding stock and doubling down on inventory, looking at alternative shipping methods and figuring out how to stay close to the customer are among the attributes of those that pivoted well and have come out of the dark in great shape.

Read More


 

Non-Mortgage Borrowing from Chartered Banks in March 2020The outstanding credit debt of private non-financial corporations doubled from the height of the financial crisis in 2008 to early 2020. At the onset of the pandemic in March 2020, businesses added a record $52.1 billion in credit debt to their balance sheets. However, according to a new study, as other sources of financing became available and businesses adapted to the pandemic, outstanding loan balances with banks declined for eight consecutive months.

The study Trends in Canadian business debt financing: Before and during COVID-19 looks at the types of credit debt private non-financial corporations incurred prior to and during the COVID-19 pandemic, and examines how they used that liquidity to weather the economic turbulence during this period.

Read More


 

Investment in Building Construction - May 2021Investment in building construction cooled slightly in May, decreasing 1.9% to $19.4 billion. This was the first drop in seven months. Residential construction investment (-2.7%) was down for the first time since April 2020, while non-residential construction increased slightly.

On a constant dollar basis (2012=100), investment in building construction declined 2.7% to $14.8 billion in May.

 

 

 

Read More


 

 

David GordonBy David Gordon

As we transition from the pandemic many wonder about the future of sales, meaning, “What will the sales process (sales model) look like in the future,” and, essentially, “What is the role of / for outside salespeople?”

In reality, this question was asked pre-pandemic as management lamented that Sales wasn’t being as productive as they desired. Companies are always seeking to improve their processes, whether it is having salespeople better penetrate accounts, identify and call on new customers, use a different (new?) sales method...
 

Read More


 

Changing Scene

  • Prev
Premise LED Inc. is a Canadian based lighting manufacturer and market leader dedicated to supplying ...
Graybar Canada, a leading distributor of electrical, communications and data networking products ...
Nick Foster, Leviton Canada, has been appointed 2nd Vice Chair on EFC’s Atlantic Region ...
This year’s EFC Conference hosted over 500 members from all across Canada for two full days of ...
Beginning October 1st, 2021, we are pleased to announce CSA Enterprises Limited will be become the ...
ETIM North America (NA) announced that Atkore, Rexel Canada Electrical Inc, and Priority Wire ...
Atkore’s FRE Composites® fiberglass conduit recently experienced increased demand in above- and ...
Hammond Power Solutions Inc. (HPS or the Company) announced today that Chief Executive Officer and ...
Deschenes Group Inc. (“DGI”) proudly announces the acquisition of Matériaux de Plomberie PMF and ...
 Canada’s National Electrical Trade Council (NETCO) is pleased to announce that IDEAL ...
 

 

Signify“In the second quarter we saw an acceleration of the pace of recovery in comparison to the first three months of the year,” says CEO Eric Rondolat. “We successfully executed our strategy as demand for our connected lighting offers and our growth platforms remained strong.”

The consumer segment held its momentum and demand for conventional products proved resilient. The professional lighting segment showed sequential improvements, while still impacted by both extended lockdowns and supply constraints. Overall, we managed to improve the operating margin by 190 basis points and generated a solid free cash flow. 

 

Read More


 

Adrian ThomasSchneider Electric Canada, together with the France Canada Chamber of Commerce Ontario (FCCCO) is proud to announce Adrian Thomas as the newly elected President of the European Union Chamber of Commerce in Canada (EUCCAN). Thomas, who currently serves as the country president of Schneider Electric Canada is entrusted with continuing the growth of EUCCAN by reinforcing transatlantic cooperation between the European and Canadian business communities.  “I am deeply honoured for the opportunity to join EUCCAN as their new President and build on the growth they’ve experienced in recent years,” says Adrian Thomas, Country President of Schneider Electric Canada. 

Read More


 

 

Agents of ChangeAgents of Change is an event for stakeholders from Canada's electricity and beyond to build capacities in diversity, equity and inclusion.

Agents of Change is a one-day event focused on equipping attendees with the tools they need to address the challenges under-represented groups face in the workplace. Women, Indigenous people, racialized people, persons with disabilities, LGBQ+, gender diverse people and newcomers to Canada are under-represented in electricity and often face systemic barriers. We have the power to change this disparity and transform our sector into a paragon of equity.

 

Read More


 

Flemming Jensen, Jason Samuelian, and John ClancyLED lighting solutions manufacturer Espen Technology has announced three changes to its sales management team.


Flemming Jensen (left), previously was Vice President of the Central and South Regions, has been promoted to Senior Vice President, Sales and Marketing. Flemming brings over 40 years of industry experience in the distribution, ESCO, and agent markets. He will focus on continuing Espen’s top line growth, in the coming years.

 


Read More


 


Edison ReportEdisonReport has announced their 5th Annual Lifetime Achievement Awards.  These Awards will be presented the Tuesday evening, 26 OCT before LightFair begins on Wednesday, 27 OCT.

Judges for 2021 were Paul Pompeo, Nancy Clanton, and Donny Wall.  Clanton stated, “Selecting individuals for this award was extremely rewarding especially in identifying the leaders and innovators, including world class lighting designers and researchers, that truly have made a tremendous positive impact in our lighting industry.”

 

 

Read More


 

Peers & Profiles

  • Prev
Illumisoft Lighting is an innovative company headquartered in Ottawa that focuses on suspended ...
Electrimat is an independent Quebec-owned company that has specialized for 40 years in the ...
In July, Eaton announced that Vice President, Channel – Electrical Sector, Matt Cleary would be ...
Mission Technical Solutions is a recently established sales agency founded by industry veteran ...
Omid Nadi, Trade Marketing Manager with Ledvance, is a Ryerson University grad coming out of their ...

 

 

Brett NicholdsBy Blake Marchand

Illumisoft Lighting is an innovative company headquartered in Ottawa that focuses on suspended ceiling troffer LED fixtures that utilize optical film technology to achieve a high level of performance and efficiency.

Their flagship product is the EcoWing, which is available for new construction and fixture in fixture retrofits. Their primary application target is office buildings, hospitals, and dealerships. Recent projects include the Department of National Defense building in Ottawa, AMPED Sports Lab, Queensway Carleton Hospital, and Surgenor Automotive Group.

 

Read More


 

Jeffrey MoyleBy Line Goyette

“The ongoing integration of Rexel Utility into our Canadian business platforms has underscored our responsibility as an organization to find creative solutions for today’s challenges, as well as to prepare for tomorrow’s opportunities.”

This quote from Jeffrey caught my attention. Vice President, Supplier & Digital Strategy at Rexel Canada Electrical Inc., Jeffrey has extensive experience in the industry and is a graduate of the University of Western Ontario with a Master’s in Business Administration, focusing on internarial leadership.

Read More


 

Copper $US Dollar price per pound

Kerrwil Publications Great Place to Work. Certified December 2019 - December 2020

538 Elizabeth Street, Midland,Ontario, Canada L4R2A3 +1 705 527 7666
©2021 All rights reserved

Use of this Site constitutes acceptance of our Privacy Policy (effective 1.1.2016)
The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Kerrwil