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.

 

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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2018 Electrical North American MeetingOn October 29-31, 2018, the AD Electrical North American Meeting drew over 1,000 attendees. This event attracted 151 first time attendees and representatives from over 362 companies in the United States, Canada and Mexico.

Attendees benefited from a variety of agenda topics, including: Network Meetings, Emerging Leaders Session, and Country-specific Business Meetings. New to this year’s agenda was a SPA Optimization Workshop led by industry veteran Mo Barsema. In addition, members and suppliers also attended a panel discussion on managing and measuring your digital success.

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Changing Scene

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Recognized for her career as a business leader and innovator, passionate about people, technology ...

 

 EFC Announces 2018 Marketing Awards Winners

2018 Marketing Awards WinnersElectro-Federation Canada (EFC)’s Marketing Awards program recognizes member organizations that demonstrate marketing excellence and innovation within the Canadian electrical manufacturing and distribution industry. Winners of this year’s awards were recognized at EFC’s 8th Annual Future Forum, held earlier this month. (Shown in photo: EFC President and CEO Carole McGlogan with representatives from Bartle & Gibson, winners of the Integrated Marketing Award — distributor under $50 million.)Electro-Federation Canada (EFC)’s Marketing Awards program recognizes member organizations that demonstrate marketing excellence...

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Peers & Profiles

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On a regular basis, our publications profile members of our industry through their responses to a ...
First and foremost, sitting down with Susan Uthayakumar feels more like sitting down and conversing ...
Sales of electrical supplies from full-line electrical distributors capture the geographic ...
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 ...

 

 Young Leaders: Taylor Gerrie

Taylor GerrieOn a regular basis, our publications profile members of our industry through their responses to a Q&A. It’s a way of recognizing industry movers and shakers, and helping our readers get to know them better. 

Recently we launched an initiative with Electro-Federation Canada's Young Professionals Network to include profiles of up-and-coming leaders. We provided the list of questions below to Taylor Gerrie, Automation Account Specialist at Gerrie Electric Wholesale Ltd. in Burlington, Ontario. Here are Taylor’s responses.

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Susan Uthayakumar, President of Schneider Electric Canada: Driving Success

Susan UthayakumarBy Owen Hurst

First and foremost, sitting down with Susan Uthayakumar feels more like sitting down and conversing with a friend than conducting an interview with the Canadian president of one of the world’s largest electrical manufacturers. Of course, she exudes the confidence and knowledge her position demands, but equally identifiable are an open and engaging nature.

In a recent sit-down, we learned a little about Susan’s history and what drives her to succeed.

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Looking Back

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The best memory I keep from CEDA is the way that they accepted me when I came into the business. ...
In the 1930s to 1940s, CEDA’s Western Canada membership was very stable with old line independent ...
Prior to the late 1950s there was little if any involvement in CEDA by the so-called “national ...
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Looking BackThe best memory I keep from CEDA is the way that they accepted me when I came into the business. The welcome they gave to me, all of them men. (In those days there were not many women in business.) This welcome I will always remember. CEDA has played a very important role in my success.

One year our conference was in Hamilton, Ontario. Mr. Caouillette, our speaker, got lost and instead of going to Hamilton went to Toronto. I think that that was the longest cocktail hour that CEDA ever had… waiting for him to arrive. Certainly that night the head table and everyone were in good spirits.

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Looking BackLooking 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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