tEDTV. And now that Facebook offers
live streaming, it won’t be long before
brands are broadcasting meetings, special events, press conferences, and PR
6. Incorporating humor. Humor
can be used effectively and appropriately to build a brand, form an emotional connection, be more memorable,
and gain loyalty. But be careful; humor
isn’t easy. Using humor effectively requires knowing the target audience,
testing, making it relevant, engaging
them immediately, and being careful
not to offend anyone—even those not
in your target audience.
7. Employing targeted marketing.
Highly targeted advertising reduces
waste, allows for more customized
messaging, and increases effectiveness.
But those who aren’t ready to tackle the
challenges of big data can still target
audiences by vertical markets (health-
care, food processing), types of cus-
tomers (Millennials, women), purchase
history (specific products or product
groups), and topic (safety, new regula-
8. Manufacturer education and
support. The Industrial Internet of
Things has advanced the lighting industry, enabling remote programming
and control of lighting as well as measuring and monitoring performance. As
LEDs with additional sensors are introduced, these capabilities will expand
Manufacturers must prepare distributors to sell, install, service, and troubleshoot these intelligent products.
But just as importantly, distributors
need marketing strategies and tactics,
product education, and adequate financial resources to successfully promote
them (and all those other products they
9. Big data and small insights.
Some distributors and manufacturers
are already harnessing the power of
big data—mining and managing data
to reveal customer insights and utiliz-
ing analytics to make decisions and
prove marketing’s value to the C-suite.
Expect more firms to tie marketing to
profit, revenue, customer retention, and
10. The growth of mobile. Those
companies not yet using mobile can still
(and should) catch up. According to
Google, mobile search queries surpassed desktop queries for the first time
in May 2015. Many companies now
have mobile-optimized sites and mobile apps with inventory ordering and
management capabilities. Campaigns
specifically targeting mobile users and
location-based advertising continue to
gain momentum. ;
Olson is a strategic communications consultant and freelance writer. Reach her at
www.tEDmag.com Dec. 16 • the ELEC TRICAL DIS TRIBUTOR 55
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