Katrina Olson

Strategic Communications

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

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Market Boldly
Market Boldly
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.

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Market Boldly 007 – Ted Simpson, VP Marketing, Electrical Division, AD on trends, technology and teams

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Market Boldly
Market Boldly
Market Boldly 007 – Ted Simpson, VP Marketing, Electrical Division, AD on trends, technology and teams
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Join me with my guest, Ted Simpson, Vice President of Marketing for the Electrical Division of AD or Affiliated Distributors as we discuss trends, technology and teams in marketing for electrical distributors and manufacturers. With 580 members across seven different industries, AD is North America’s largest marketing/buying group for construction and industrial supplies.

I met Ted at AD’s 2017 Electrical North American Meeting in Dallas after AD Marketing Manager Peggy Penjuke asked me to kick off their marketing network session. Ted has been with AD for about two-and-a-half years. Prior to that, he Head of Marketing for the North American Division of Phillips lighting, where he worked for nearly 16 years.

Listen in as we discuss:

  • The mission and benefits of AD on behalf of its members
  • How AD is embracing technology to generate leads and drive business to their members
  • Who should be included in your marketing dream team
  • The importance of marketing groups to distributors
  • How to get up to speed on new platforms and technologies

As marketers, we’re always learning how to use data and technology to benefit our customers and grow our businesses. If you’d like to see a specific topic discussed on Market Boldly, email me at katrina@katrinaolson.com and I’ll put it on the editorial calendar!