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COVID Content, Concepts & Comments
David Gordon Posted On April 17, 2020

COVID Content Concepts Comments for Electrical Industry

Have you felt “overwhelmed” with the amount of COVID-19 information that has been arriving in your mailbox the past couple of weeks? Rather than post this information regularly, hopefully curating it to identify some key content and sharing some concepts […]


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Wants and Needs
David Gordon Posted On December 17, 2019

Wants and Needs

You’ve heard the story, “there is a difference between wants and needs.”  For example, especially this time of year you hear one parent say to the other “the kids ‘want’ the latest and greatest electronic, but do they ‘need’ it?” […]


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Convenience Will Deliver Sales and Loyalty
David Gordon Posted On September 22, 2019


Buyer behavior is changing.  Convenience is now a differentiator. Customers expect it. It’s the new definition of service. It started in the consumer world and is quickly transitioning to B2B buyer expectations, and it will become distributor reality (and is […]


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Football Fever
David Gordon Posted On August 27, 2019


In the words of Hank Williams, “are you ready for some football?! The season for the most watched sport in America started this weekend with Miami vs Florida and will continue until early February.  Whether peewee, high school, college or […]


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Branding  / Marketing  / More Insights  / Reps
Synergy with Rep Marketing
David Gordon Posted On July 17, 2019


Rarely are the terms “manufacturer rep” and “marketing” referenced together.  In reality, their is a synergy between the two. They both relate to communicating and demand creation. Historically manufacturer rep agencies have consisted of salespeople calling on distributors, “buyers” (contractors […]


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Branding  / Channel Strategies  / Distributors  / Growth Strategies  / Manufacturers  / Marketing  / More Insights  / Reps  / Sales Channel
3M Changes. Striving for Control?
David Gordon Posted On June 23, 2019


3M’s recent decision to terminate most, if not all, of its remaining manufacturer reps may have represented the culmination of a decision to drive the business in a different direction where the company believes that its brand is strong enough […]


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Home Depot Orange Coming to Your Customer
David Gordon Posted On June 5, 2019


The color orange signifies joy, happiness and creativity, however, it is also representative of fire and, given that the color is between yellow and red on the color spectrum it is, from a business perspective, between caution (yellow) and “bad” […]


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Embracing Digital Connections…Texting
David Gordon Posted On May 14, 2019


Yes, we’ve all seen it and most of us have done it…multi-tasking by listening and texting, reading and texting, sending a quick text to touch base or share a piece of information and more. While many thought “texting is for […]


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Distribution Behind Current, powered by GE’s, Story
David Gordon Posted On April 25, 2019


Current, powered by GE has been in the news lately as the company begins it’s next chapter of growth. Officially called “Current, powered by GE”, Current is now owned by private equity firm American Industrial Partners, which closed on its […]


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Branding  / Channel Strategies  / Customer Segments  / Distributors  / eMarketing  / Growth Strategies  / Industry News  / Marketing  / More Insights
Slow Growth in Industrial MRO … Grainger Reports
David Gordon Posted On April 23, 2019

Market Results

The industrial MRO market appears to have slowed its rate of growth as evidenced by Grainger’s 2019 first quarter report. While Grainger is much more than electrical products, products commonly associated with the electrical industry (electrical, lighting, motors) represent 9% […]


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