Katrina Olson

Strategic Communications

Market Boldly 014 – Digital Transformation with Michael Evanko of Fromm Electric Supply, Part 2

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Market Boldly
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Market Boldly 014 - Digital Transformation with Michael Evanko of Fromm Electric Supply, Part 2
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Join me with guest Michael Evanko, VP of Reading, Pennsylvania-based Fromm Electric Supply in this second installment of this discussion about the digital transformation in electrical distribution. If you’re still figuring out how to get started, tune in to learn:

  • What to think about when adopting a new technology like CRM
  • Why marketing must take a strategic leadership role in the digital transformation
  • What to consider when deciding between outsourcing or adding marketing staff
  • How (or if) one person can manage a distributor’s entire marketing function
  • Why you can never stop learning

Michael discusses his experience and offers suggestions for those just beginning their digital journey. It’s not as difficult as you think if you have the right approach and the right people on your team.

Market Boldly 013 – Digital Transformation with Michael Evanko of Fromm Electric, Part 1

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Market Boldly
Market Boldly
Market Boldly 013 - Digital Transformation with Michael Evanko of Fromm Electric, Part 1
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Join me with guest Michael Evanko, Vice President of Marketing for Fromm Electric Supply of Reading, Pennsylvania as we talk about Fromm’s digital transformation and how they’re navigating the challenges of technology. You’ll learn:

  • Why you need a technology roadmap (Hint: it will save you time and money!)
  • How to determine what you need in your marketing technology (martech) stack
  • Why implementing a CRM is not just about buying software
  • How technology makes customer information more easily accessible and readily available
  • Why it’s important to set goals before purchasing technology or software
  • How technology enables omnichannel marketing versus multichannel marketing

If you you’ve been struggling with how to get your company to embrace the digital age, this episode is for you. Watch for Part 2 for even more information to help your company begin its digital transformation.

Includes shout-outs to Rockwell Automation, WebPresented, Salesforce and Infor.

Market Boldly 012 – Amazon, Product Launches, and Building Loyalty with Mower’s John Favalo

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Market Boldly
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Market Boldly 012 - Amazon, Product Launches, and Building Loyalty with Mower's John Favalo
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Join me with guest John Favalo vice president of Mower and leader of its B2B practice. Mower is one of America’s largest privately held full-service marketing, advertising, PR, and strategic consulting agencies with nine locations throughout New York, and in Atlanta, Boston, Charlotte, and Cincinnati.

A former agency owner, B2B veteran, and award-winning marketer, John shares some of Mower’s guiding principles for competing in today’s highly competitive, fast moving and rapidly changing world of distribution and manufacturing.

In this 45-minute podcast, you’ll learn:

• How distributors can avoid be swept away by the Amazon tsunami: https://www.mower.com/insights/can-your-brand-survive-the-amazon-tsunami/
• The 3 qualities of Mower’s transformation Brand as Friend (BAF) philosophy (based on behavioral science research)
• How to manipulate and leverage the 3 drivers for each of those qualities to create a competitive advantage
• The answer to the question, “Does the human element still matter?”
• How to structure a “progressive product launch”
• The 6 dirty words of product launches and how to avoid them
• What John thinks about awards programs, contests, and product endorsements.
• How and why to build customer loyalty in a price-sensitive environment.
• John’s advice to marketers: “You can never know enough about ____________.”

To learn more about the topics we discussed, download these free resources:
• Can your brand survive the Amazon tsunami? – AmazonChallenge_1102
• New Product Launch Think List – NewProductLaunchThinkListV2

Market Boldly 010 – What’s it really like to work in marketing for an electrical distributor?

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Market Boldly 010 - What's it really like to work in marketing for an electrical distributor?
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In Part 2 of this discussion with April Braun, Director of Marketing for Werner Electric of Cottage Grove, Minnesota and Scott Lepsky Marketing Manager for the F.D. Lawrence Electric Company of Cincinnati, Ohio, we talk about more hands-on issues like:

  • how marketing builds value and supports the sales effort
  • the importance of goal setting and strategy
  • what projects April and Scott are working on
  • how to use technology in your marketing
  • why it’s important to spend “quality time” with your customers
  • why you should consider hiring marketing staff from outside the industry
  • what the role is of organizations like NAED, IMARK and AD
  • what the future holds for distributor marketing
  • why more people should consider a career in electrical distribution
  • how the industry has (and hasn’t) changed in the past 20 years
  • why Scott thinks, “the rising tide lifts all boats”
  • why April is “sharpening her spear” and “putting her stake in the ground”
  • what advice these experts people considering a career in electrical distribution

It’s a lively discussion with two marketing experts — one with a long history in electrical distribution who’s new to marketing, and another with a long marketing history who’s new to electrical distribution — each with a wealth of information and keen insights on distributor marketing. It’s 24.5 minutes of wisdom and humor you won’t want to miss.

Market Boldly 009 – Why electrical distributor marketing matters…especially now. (Is your team ready?)

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Market Boldly
Market Boldly
Market Boldly 009 - Why electrical distributor marketing matters...especially now. (Is your team ready?)
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How will marketers combat Amazon and other new competitors?

What’s it like to work in marketing for electrical distribution?

How has it changed in the last 20 years?

Join me with guests April Braun, Director of Marketing for Werner Electric (MN) and Scott Lepsky, Marketing Manager for the F.D. Lawrence Company (OH) for Part 1 of a two-part podcast: “Why electrical distributor marketing matters…especially now. Is your team ready?” We discuss:

  • The challenges and opportunities of the marketing job
  • Why relationships matter, now more than ever
  • What’s changed over the years…and what hasn’t
  • What industry marketers are good at, and what needs work
  • Why data is critical now and in the future
  • Why distributors have an advantage over Amazon

In the coming months, marketing will be more important than ever as electrical distributors face increasing competition. They need highly skilled marketing teams guided by a strategic plan that’s based on company goals. Learn how two experienced marketers are building their teams and plans for 2018 and beyond.

Subscribe to Market Boldly on iTunes or Google Play.