NEMRA Releases Manufacturer of the Future Report

There are two seminal events that have impacted the electrical industry over the past five years … COVID and Consolidation.

Both have significantly changed the industry.

Covid accelerated revenues and introduced “work from home” which has created sales outreach challenges and workplace dynamics.

Consolidation, with over 100 electrical distributors acquired in 3 ½ years, electrical manufacturers being absorbed by private equity or consolidators, and reps merging and expanding their territories, has further changed channel dynamics.

In February 2020 NEMRA introduced its Rep of the Future report. For many, this has been a roadmap to help drive an agency’s strategy. For a number of manufacturers, it became a blueprint for evaluating their reps. For some, it created a decision point.

Five years later, the business has changed and NEMRA is preparing for an update to this report to provide insights to its membership, however, in preparation for this, NEMRA just released a unique industry report.

NEMRA announced that it released its “Manufacturer of the Future” report which focuses on the dynamics that over 30 manufacturer leaders expect to influence manufacturer / rep relationships over the next five years, recognizing that the electrical distribution market will continue to consolidate.

According to a NEMRA press release …

“The National Electrical Manufacturers Representatives Association (NEMRA) is proud to announce the release of the “Manufacturer of the Future” study developed in partnership with Channel Marketing Group.  This important initiative gathered essential insights from manufacturers to better understand their perspectives on the market, the channel, and their needs over the next 3-5 years. The study, conducted throughout the first part of 2024, involved in-depth interviews with over 30 manufacturers, providing valuable input on the key dynamics that will impact the manufacturer/manufacturer representative relationships in the coming years.

“NEMRA’s Strategic Advisory Council (SAC) has played a crucial role in identifying the key trends that are reshaping our industry,” said Jim Johnson, NEMRA President. “The ‘Manufacturer of the Future’ study is a direct response to these trends, providing a comprehensive roadmap that ensures NEMRA members are well-prepared to address the evolving needs of their partners and clients”. Johnson went on to add, “This study goes beyond just market opportunities or products; it delves into the dynamics that drive relationships between manufacturers and their representatives, equipping us to understand and prepare for the future.”

As the role of manufacturer representatives in the channel becomes increasingly critical to supporting manufacturers, distributors, contractors, and other electrical buying influencers, this study will offer a guide to navigating these complex dynamics.

If you are a member of NEMRA and would like to request your copy of the report, please go to (https://www.nemra.org/manufacturer-of-the-future-report/)  or contact Sue Todd at stodd@nemra.org.”

Why A “Manufacturer of the Future” Study?

The impetus for the study is recognition that, in the strictest sense, a rep’s (or lighting agent’s) “customer” is the manufacturing community.

This is the source of their income. If they serve the manufacturer’s customer (the distributor), then the rep is achieving their mission.

The report shares the key initiatives that tomorrow’s representatives are being expected to meet.

Channel Marketing Group is pleased to have supported NEMRA on this important initiative.

Obtaining the Report

1. The report is available to NEMRA reps, lighting agents, and NEMRA manufacturers for FREE. Whether you are in senior management or work for a NEMRA member, you should obtain a copy. There is no limit to the number of copies member companies can obtain. This report can be very helpful for independent manufacturer representatives and manufacturers in support of their 2025 planning and in preparation for the 2025 NEMRA Annual Conference.
   • And if you do not have a copy of the 2020 Rep of the Future report, ask for a complimentary copy of this report also!
2. There is a nominal fee of $195 for non-members (contact Sue Todd.)
   • The Rep of the Future Report is available to non-members for $495.
3. Distributors who would like to receive an executive summary can contact NEMRA or email Channel Marketing Group to request a copy.

As a service to support NEMRA manufacturer representatives and manufacturers, Channel Marketing Group is offering special telephone / Teams consultation and workshop meeting rates to answer questions and provided further insights regarding the Manufacturer of the Future (MOTF) report. To discuss, email me.