Katrina Olson

Strategic Communications

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

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Market Boldly
Market Boldly
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 006 – Rich Ryan, RGR Services on trade advertising and trade shows

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Market Boldly
Market Boldly
Market Boldly 006 - Rich Ryan, RGR Services on trade advertising and trade shows
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Join me with guest Rich Ryan of RGR Services, an independent sales firm specializing in trade show exhibit sales and exhibit floor management for B2B and B2C events. Rich handles advertising sales for B2B publications tED Magazine, the trade publication of NAED, and Independent Electrical Contractors’ trade magazine. In this episode, you’ll learn:

  • Tips for getting attention and making the best use of your ad space
  • Strategies for getting the most out of trade shows
  • What makes an award-winning ad
  • What annoys Rich and Katrina’s about some ads
  • How to get the best work out of the creative team
  • What creatives can do to get better results
  • Why you need to really know your audience
  • How research can help you improve your ads

Includes shout outs to: Topaz Lighting, Cooper Electric, Ideal Industries, Bridgeport Fittings, Patriot Aluminum, Shat-R-Shield, Hank Bergson, Patriot Aluminum and Sandusky Painting.

Subscribe to Market Boldly on iTunes or Google Play Music. Please share this podcast with your friends and associates in manufacturing and distribution.

 

Market Boldly 005 – Don Torrant on The (Near) Future of Distributor Marketing

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Market Boldly
Market Boldly
Market Boldly 005 – Don Torrant on The (Near) Future of Distributor Marketing
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Join me as I talk with Don Torrant, Director of Market Development and Channel Strategy for Legrand North and Central America about how societal trends, the internet, technology, design trends, the hospitality industry and the influence of millennials are changing electrical product and distributor sales and marketing. Specifically, we discuss:

  • the impact of the internet of things (IoT) on your business
  • opportunities in outdoor power across several vertical markets
  • how the transition to urban, multi-use buildings affects distributors
  • how changes in space utilization are presenting new sales opportunities
  • the effects of solar energy on outdoor power availability
  • the integration of design elements into electrical devices for homes, hotels and offices
  • how distributors are incorporating marketing automation strategies
  • how tED magazine’s Best of the Best Marketing Competition is raising the bar
  • why marketing people should be involved in upper management

Also, hear how Legrand uses their Distributor Marketing Council to take the pulse of their distributor customers, share best practices, and test new marketing programs.

Subscribe to Market Boldly on iTunes or Google Play Music. Please share this podcast with your friends and associates in manufacturing and distribution.

Market Boldly 004 – Shad Thomas on Best of the Best Marketing & The Role of Research

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Market Boldly
Market Boldly
Market Boldly 004 - Shad Thomas on Best of the Best Marketing & The Role of Research
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Shad Thomas of Chicago-based Glass Box Research and I discuss what we saw at tED magazine’s Best of the Best Marketing Competition judging and the role of research in marketing. In this podcast, you’ll learn:

  • trends in electrical distribution marketing
  • the difference between quantitative and qualitative research
  • the importance of understanding the customer journey
  • how research can inform your marketing strategy
  • what 3 questions research can answer
  • why everyone in the organization must understand the brand
  • the difference between brand awareness and brand equity
  • how you can mine information that you already have
  • what IT can tell you to inform your marketing
  • the importance of strategy

Subscribe to Market Boldly on iTunes or Google Play Music. Please share this podcast with your friends and associates in manufacturing and distribution.

Market Boldly 003 – The Power of the Brand with Karmen Wilhelm, VP of Marketing for Van Meter, Inc.

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Market Boldly
Market Boldly
Market Boldly 003 - The Power of the Brand with Karmen Wilhelm, VP of Marketing for Van Meter, Inc.
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Karmen Wilhelm, VP of Marketing discusses the importance of branding and how Van Meter, Inc., with 15 locations throughout Iowa, Illinois, and Nebraska, recently redefined their brand to reflect their past growth and future goals. Specifically, you’ll learn:

  • why research is so important to branding
  • how a brand strategy smooths transitions into new markets
  • why employees are so important to your brand
  • how to share the brand message across all channels
  • why good branding takes discipline
  • why branding is not a “one and done” effort
  • why you need ongoing feedback from customers
  • how you can start doing “research” on any budget
  • why you need to ask WHY you do what you do
  • why you can’t be afraid to fail

No matter what your industry, company size, or product mix, your company’s brand is critical to its success. And it’s so much broader than what you do or how you do it, it’s WHY you do it. That’s what will guide your marketing plan and help you market boldly!

Subscribe to Market Boldly on iTunes or Google Play Music. Please share this podcast with your friends and associates in manufacturing and distribution.