Author

David Gordon

Gordon is president of Channel Marketing Group. Channel Marketing Group works with manufacturers, distributors, manufacturer reps and technology companies in the electrical industry to help companies accelerate their performance through strategy development, marketing creativity and market research. CMG generates ideas that generate results.


Branding  / Contractors  / Distributors  / Growth Strategies  / Manufacturers  / Marketing  / More Insights  / Sales Channel
Promotional Ideas – Lutron, Eaton Lighting, Acuity, NorthEast Electric, Wire and more
David Gordon Posted On March 23, 2018


Promotions are a significant element of a distributor’s marketing plan, especially if the audience is contractors.  A “do this, get that” mentality. Something to create increased awareness (or perhaps used to provide sales a crutch in talking to customers). In […]


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Branding  / Distributors  / Industry News  / Lighting  / Lighting2  / Marketing  / More Insights  / Reps  / Training
Value Engineering through LED Education
David Gordon Posted On March 19, 2018


The lighting market is more competitive than ever before. And with unit sales rates exceeding revenue growth rates, aside from declining materials costs, as they say “it’s the competition, stupid.”  Historically the term “value engineering” is derisively referred to as […]


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Branding  / Customer Service  / More Insights
Employee Engagement Requires Internal Marketing
David Gordon Posted On March 15, 2018


Much has been discussed about employee retention as well as recruitment. While some elements of both are truly in the hands of the employee / candidate and companies cannot impact, there is a key element that companies do control.  it […]


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Distributors  / Growth Strategies  / Industry Consolidation  / Marketing Groups  / More Insights  / Profitability
The Future of Marketing Groups?
David Gordon Posted On March 15, 2018


Could True Value’s new ownership model be a opportunity for independent distributors and their marketing groups?  Many have asked about the future of marketing groups.  While IMARK is a cooperative and according to Bill Weisberg a couple of years ago, […]


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Jobs  / More Insights
Topaz is Hiring for NYC RSM
David Gordon Posted On March 15, 2018


Topaz Lighting and Electric is looking for a Regional Sales Manager for our Metro Region.  Reporting to the Vice President of Sales, this position manages all selling activities of Topaz’s Lighting and Electrical products through electrical distributors while increasing sales, […]


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Distributors  / Growth Strategies  / Industry Consolidation  / More Insights
March Came in Like a Lion and Western PA Distributors Were Acquired
David Gordon Posted On March 11, 2018


  The proverb “March comes in like a lion, goes out like a lamb” was in full swing last week … weather-wise and for the electrical distribution industry. Last week saw the east coast’s second northeaster snow storm and while […]


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Contractors  / Customer Segments  / eBusiness  / eMarketing  / Growth Strategies  / Industry News  / Marketing  / More Insights  / Productivity  / Profitability  / Sales Channel  / Technology
Home Depot … Pros, Website, Analytical Tool Investments to Grow the Business
David Gordon Posted On March 8, 2018


Earlier today Home Depot presented at the Raymond James 39th Annual Institutional Investors Conference.  While, overall, Home Depot is not a significant competitor to electrical distributors, if you serve the residential electrical contractor / builder market or the small contractor market, […]


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Growth Strategies  / Industry News  / Lighting  / Lighting2  / More Insights  / Research Reports  / Supplier / Products
Lighting Market Study
David Gordon Posted On March 7, 2018

Survey

If there is a word to that represents the lighting market it is “change”.  The technology has revolutionized the lighting category.  Aside from the energy efficiency benefits, the technological changes are bringing enhanced functionality, is impacting the controls market and […]


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Channel Strategies  / More Insights
Cree … Strategically Changing
David Gordon Posted On March 6, 2018


When Gregg Lowe joined Cree late last year a key element of his platform, and rightfully so, was conducting a strategic review to understand what he was now managing and to evaluate the path forward.  Since he’s learned the business […]


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Associations  / eBusiness  / Growth Strategies  / Industry News  / Lighting  / Lighting2  / More Insights  / Technology
NAED 2018 South-Central Observations
David Gordon Posted On March 5, 2018


The tone of last week’s NAED South Central, held in San Diego, was interesting and may be best described as “subdued”, business-like”, “expected”. Some used the word “quiet” and many were challenged when asked about trends that they observed or […]


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