Canadian Electrical Wholesaler

Dec 2, 2019

Katrina OlsonBy Katrina Olson

As we enter the decade of the 20s, technology continues to open a world of opportunities for marketers in the electrical distribution supply chain. But, despite the increased digitization and automation of marketing, some trends reflect a move toward making marketing more human. While technologies like voice-driven search are on the rise, the focus is still on connecting with people, and making it pleasant and easy for them to do business with you.

Following are seven trends to watch in 2020.

1. Authenticity

Despite, and perhaps because of, our love affair with technology, people crave real communication and connection with others. They see through the bombastic, brag-and-boast, fluff content of the past and want companies to “get real.” For marketers, this means real people featured in social media posts and on websites, less (if any) photo retouching, genuine comments from actual customers, stories about real situations, and real actions by companies to make the world a better place.

2. Experiential marketing

While traditional marketing talks about features and benefits, experiential marketing allows the customer to try the product, engaging as many of the senses as possible. Electrical distributors and manufacturers can connect with customers by inviting them to hands-on training with products and experience vehicles (or “showcoaches”) that enable customers to see and touch products for themselves. Association-sponsored trade shows and company-sponsored expos provide additional opportunities for experiential marketing.

3. Social responsibility

In an industry where competitors often sell the same products and offer the same services, it’s hard to differentiate yourself. One way to stand out is by taking a stand on an issue. It doesn’t have to be controversial, like Colin Kapernick’s “Believe in something” ad for Nike. And ideally, there will be a natural tie-in to our industry — like helping low-income families with power bills or helping finding homes for shelter animals, because everyone deserves a safe, warm, comfortable home (made possible by electrical products).

4. More goal-oriented content

Content, especially written content, is still king. It’s easily found by search engines, and it’s the cheapest, easiest form of content to produce in terms of both cost and time. It’s easy for people to consume and easy to share. According to the Pew Research Center, Millennials read more books than Baby Boomers or Gen Xers. They also prefer to read news rather than watch it. Of course, they’re doing it on the phones and other digital devices, but they are reading.

Increasingly, marketers are looking to content to help achieve business goals. A research study by Zazzle Media found that 89% of respondents tied their marketing content to the company’s wider business goals in 2019 — up 44% from 2018. That's a nearly 100% increase. According to respondents, those main goals included:

• brand awareness (76%)

• lead generation (61%)

• improved search engine visibility (39%)

This represents a significant change from just five years ago when the primary goal was improved search engine visibility.

5. Voice-driven media and voice-enabled devices

Global research firm Gartner says 30% of searches will occur without a screen in 2020, using smart speakers, smart headphones and other devices with voice-only interfaces. In 2018, 56 million smart speakers were sold to consumers. And according to a forecast by eMarketer, the number of US smart speaker users will reach 76.5 million by 2020, faster than any tech product since the smartphone.

With the proliferation of smart speakers, people can ask Alexa, Siri, and Google to search topics without ever touching a device. Further, for better or worse, smart speakers are beginning to feature branded content. For example, if you request that Alexa find a Patrón cocktail recipe, Alexa will respond with a number of options, courtesy of Patrón. As a result, Patrón gets more than 6,000 to 7,000 queries a month, according to online trade magazine Digiday.

6. Optimizing for voice search

Every time someone asks Alexa or Siri to play a song, check the temperature, or look up a word, it’s considered a voice search. In 2019, there were more than a billion voice searches a month. In addition, two-thirds of smartphone owners use voice search assistants on a daily basis, according to Microsoft's 2019 Voice report.

This is a new and developing opportunity for marketers, but only 11% included voice search in their 2018 content marketing strategy, according to the Zazzle study. Most said they were confused by how to incorporate voice into their content marketing plan. A majority (62%) said it’s “too soon to tell” if investing in voice search will pay off; while 42% said they would try to integrate voice search in 2019.

According to media measurement and analytics company Comscore, voice search will comprise over 50% of all searches by 2020, so it makes sense for businesses to start optimizing their content for voice search. The easiest way to start is by making content more conversational — using phrases and language people use when the speak.

7. Conversational marketing

Speaking of conversations, a new tool that combines the rapid adoption of smart speakers and innovations in artificial intelligence is “conversational marketing.” Think of it as intelligent bots that sound and “think” like real people, whether online or on the phone. They enable companies to interact with a virtually unlimited number of customers by mirroring human dialogue. Gartner predicts this trend will be mainstream in the next two to five years.

On your radar

Maybe you’re ready to embrace these trends; maybe not. But they should be on your radar. And you don’t have to abandon your old methods for the next shiny new object — especially if the old methods are working. Regardless, consider incorporating a few of them into your marketing plan and see what happens.

Katrina Olson is a marketing consultant, marketing trainer/coach, speaker, columnist, and content developer. She also helps companies build high-performing marketing teams. Katrina is currently serving as director of marketing for Dominion Electric Supply of Arlington, VA with 11 locations in the DC-Maryland-Virginia metropolitan area. She can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it. or via her website at www.katrinaolson.com.

 

 

Impact of the Manufacturing DeclineThis study quantifies the impact of the manufacturing decline on the wages and employment rates of Canadian workers in their local labour markets. The estimates, drawn from census data from 2000 to 2015, indicate that the decline in manufacturing employment had a sizable adverse effect on the wages and full-year, full-time employment rates of men — especially less educated men. In contrast, relatively few groups of women appear to have been negatively affected by the decline in manufacturing employment. 

 

 

Read More

 

Jeff MowattBy Jeff Mowatt

“It drives me crazy when my salespeople complain our prices aren’t competitive.” This was a manager who brought me in to work with his team. He continued, “How do I get my team members to stop selling on price?” After years of training numerous sales and service teams (whose prices weren’t the lowest), I’ve discovered five simple strategies for making price less relevant.

 

 

 

Read More

Investment In Building Construction - NovemberTotal investment in building construction decreased 2.0% from October to $13.7 billion in November. Both the residential (-2.2% to $9.4 billion) and non-residential (-1.6% to $4.3 billion) sectors declined. On a constant dollar basis (2012=100), investment in building construction decreased 2.1% to $11.6 billion.

In the residential sector, investment in single dwelling construction was down 2.0% to $4.9 billion, while investment in multiple dwelling construction (which includes doubles, row homes and apartments) declined 2.5% to $4.5 billion.

Read More

 

Changing Scene

  • Prev
After six years as president of AD’s Electrical Business Unit and chief marketing officer, Ed ...
WESCO International, Inc. and Anixter International Inc. have announced that their boards of ...
Wesco seems to be swinging the scale to its favour with its most recent bid to acquire Anixter ...
Rexel has aquired Rogers Electrical Wholesale in Summerside, PEI.      
 Liteline Corporation is pleased to announce Paul Wybrow as Ontario Sales ...
Guillevin International announces the acquisition of Electrical Wholesaler Edmonton Ltd (EWEL). ...
OmniCable has announced the promotion of Chip Barrett to Vice President of Supply Chain and ...
Tom was an entrepreneur, father, grandfather, partner, brother, uncle, friend and humanitarian who ...
AD reported a 13% increase in member sales across its 12 divisions, totaling $35 billion in the ...
Anixter International has entered into a definitive agreement with an affiliate of Clayton, ...

Affiliated DistributorsAs part of its 2020 LLC board of directors’ election, AD is announcing a new director and two reelected directors among its complement of 12 board members and committee chairs. Member-owned AD, the contractor and industrial products wholesale buying and marketing group, has more than 120 of its 800 member companies providing leadership on corporate and divisional boards.   

President of Border States Electric David White is AD’s newest director. White served on the board previously while he was president of Shealy Electrical Wholesalers, which joined in 2016 with Border States. -Along with his election, White has been appointed by the board to its organizational development committee. 

Read More

 

 

 

 

HRAIBranch management is one of the most vital roles in a multi-location distribution company.  Unfortunately, they are often thrown to the wolves when it comes to training and management directions.  We want to change all that.  The goal of this seminar is to help new, and experienced, branch managers learn how to operate a profitable location from the ground up.  We have been offering this course privately through sponsoring trade associations for the past 5 years. Now, it’s open to everyone.  

 

 

Read More

 

HPSHammond Power Solutions (HPS) will be opening a new warehouse in Reno, NV in early 2020. The new facility will replace the existing warehouse in Compton, CA, with plant operations in Compton being unaffected.

The new warehouse will better accommodate HPS’ growing product sales and provide improved shipping leadtime in select regions. The Reno warehouse is triple the size of the Compton facility at 36,000 square feet, and it will house an expanded number of product SKUs.

Read More

 

 

Peers & Profiles

  • Prev
Jon Llewellyn is the Branch Manager City Electric Supply’s Nanaimo, BC location. “I've worn many ...
Stephanie Medeiros leads ABB Canada’s Electric Vehicle Charging Infrastructure team, as well as ...
Earlier this month Canadian Electrical Wholesaler had the pleasure of tabling a few questions to ...
Canadian Electrical Wholesaler was able to catch up with Sonepar Canada’s Stacey Corley, which was ...
OmniCable was founded in 1977 by partners with deep experience in the US electrical marketplace. ...
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 ...

Christina HuangChristina Huang is a Senior Contracts Manager for Schneider Electric. She has a varied, technical background, which allows her to excel in her current role with an in-depth knowledge and line-of-sight to multiple aspects of any given project. Previously, Christina worked in IT Consulting for CGI, where she designed and built the Bell.ca website. “After a year, I realized that I had an urge to do something different and out of my comfort zone,” she noted. Christina took a position with Atomic Energy Canada, a subsidiary of SNC-Lavalin (now CANDU) as a Commercial and Contract Engineer/Specialist.

 

Read More

 

Looking Back

  • Prev
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 ...
  As 2017 marks the 150th anniversary of Confederation, we take a look back at an aspect of ...

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
©2020 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