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www.imarkgroup.com SPRING 2021 EDITION PLUS How to Build a Stand-Out Brand Examining Your E-Commerce Investment Blocking and Tackling Essentials Networked Lighting Success Stories
CHAIRMAN’S PERSPECTIVE
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NEVER LET A CRISIS GO TO WASTE
S pring is the season when our thoughts turn toward renewal—
this year, in particular. After many months of limitations and
uncertainty, let’s focus on the way forward.
Bob Powers Steve Ruane recently reminded me of the saying, “Never let a crisis go to
IMARK CHAIRMAN
OF THE BOARD waste.” In both business and our personal lives, a crisis is one of the things
we’d most like to avoid. If you’ve found the formula for doing so, message
me immediately! Short of that revelation, let’s look at a few approaches that allow us to gain
insight and not “waste” the learning opportunities from a painful and disruptive time.
Effectively Communicate
During times of crisis, communication becomes both more difficult and more important. At Edges
Electrical Group, our leadership team met on a weekly (or often daily) basis to ensure consistency
with our messages to the customers, employees and our suppliers. We were far from perfect early
in our efforts, but they did ultimately result in an agility and responsiveness that surpassed what we
had achieved in the past. Looking back, when our direction was clear as a company, we began to
see sales growth and take market share. Clear communication of well-thought-out principles create
a sense of security and peace of mind for both employees and customers, resulting in a more
productive and profitable end result for everyone.
Control Expenses
One of the few bright sides of the crisis of the last year was the effect of lowered expenses on
the bottom line. When I talk to a cross-section of other industry leaders, most if not all report an
improvement in this regard. As a result of the pandemic, expenses of travel, meals and entertainment
all came to a screeching halt. I am a big believer in allocating resources toward the development
of and reward for customer loyalty, but in taking a forced step back and really looking at the numbers,
I think we can improve the qualification process. Rather than just assume goodwill equals improved
profitability, we are identifying better ways to predict and track ROI. Ultimately our goal is to partner
continued on page 4
imarkgroup.com 3
CHAIRMAN’S PERSPECTIVE
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Chairman’s Perspective - continued from page 3
with businesses that understand the value of • Do employees need a different skillset to be
service and long-term relationship development, successful working from home? How can we
not just the shiny objects. help them develop one?
Reevaluate Workforce Configuration • Are we being consistent with our message to
the employees?
What does your office space look like today versus
2019? We have experienced an earth-shaking change These are interesting considerations and I’m eager
to the way business is conducted worldwide. Long- to see how each of you address the challenges. As
held traditions of office-based work have given we look ahead to the next three quarters of 2021
way to remote work situations. What had been a and beyond, what other items will you possibly
gradual shift in that direction was dramatically sped change within your companies? Indicators tell us
up. It gives us all an opportunity to reevaluate how that the pace of business in Q3 and Q4 will most
to configure our workforce. There are potentially likely pick up. Are we prepared?
large savings if we can transition to a smaller
As a California native, I have watched over the
building footprint. And in areas of the country
decades as Mother Nature has dealt catastrophic
where employee commute times can exceed two
blows to some of the most beautiful areas in our
hours per day, we can generate huge savings in
state. Earthquakes have toppled San Francisco,
efficiency and fatigue.
drought routinely threatens thousands of acres of
At our company, we’re sorting through a multitude the most fertile valleys on earth and the wildfires
of considerations. This is a work in progress as of late have destroyed both homes and old-growth
restrictions lessen, but we’re asking ourselves the redwood groves. It can seem overwhelming in the
following questions: short term. But recently as I drove through an area
blackened by fire months ago, I was heartened to
• Which jobs are more suited to remote work?
see beautiful rolling hills of green pasture dappled
• Is there potential for more productivity from with a riot of wildflowers. It reminded me that San
employees who have a flexible work schedule? Francisco has been rebuilt and stands stronger and
• Do our review processes accurately evaluate more resilient than before. California agriculture
the amount of work (not only the time spent) is still feeding the world, becoming more efficient
in the office? and water-wise in the process. Renewal and growth
fueled by hardship and adversity—a good image to
• Can we create a strong company culture and
keep in our sights as we proceed!
sense of teamwork within a more diverse
work situation? IMARK Group is a great tool for all of us. Use our
resources and collective wisdom as we all prepare
• Might a hybrid model be the best option,
for new and different challenges. Get with your
combining flexibility and community?
leadership and take a proactive approach moving
forward! We’ve got this!
4 IMARK ELECTRICAL NOW SPRING 2021
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SPRING 2021 EDITION
FEATURES
imarkgroup.com
NOW CONTENTS
16 EXAMINING YOUR
E-COMMERCE INVESTMENT
Jason Bader explains why he wouldn’t drop a dime into a B2B
e-commerce solution until embarking on a substantial intelligence
20
gathering project with the intended audience.
TAKING CONTROL
Leading manufacturers answer the industry’s most common
questions about the features, functions, benefits and future
of networked lighting control systems.
30 WORD TO THE WISE
IMARK member company executives offer their top advice
for career success in today’s and tomorrow’s electrical
distribution industry.
40 TELLING THE STORY
IMARK member company marketing professionals discuss
supplier best practices when it comes to sharing product
information with distributors.
56 IS IT TIME TO RETURN
TO BLOCKING AND TACKLING?
Frank Hurtte explores five blocking and tackling efforts that make
the difference between good and competitor-smashing growth.
PROFILES
NEWS
75 Member News
54
77
Member Profile:
Supplier News Hunt Electric Supply Co.,
Burlington, North Carolina
54
3 Chairman’s Perspective
8 Executive Message
© 2021 IMARK Group. All rights reserved.
Reproduction without permission is
prohibited. Please direct all correspondence
and written requests for permission
to reprint articles to Andrew Mento at
AMento@cmasolutions.com.
Printed in U.S.A.
6 IMARK ELECTRICAL NOW SPRING 2021
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RECURRING SECTIONS
Additional Feature NOW
10 EDITORIAL STAFF
CHANGING OF THE GUARD AT LEVITON The staff includes professionals who
Sales opportunities abound for Leviton product distributors. have years of experience working in
the electrical industry. IMARK Electrical
Now is published three times a year
48 for members and suppliers of IMARK
Group by IMARK and Creative
NAED UPDATE Marketing Alliance.
NAED Education & Research Foundation strengthens industry
through education, training, resources and research. Executive Editor
Steve Ruane
SRuane@imarkgroup.com
1.301.281.8118
IMARK News
Publisher
8 Jeffrey Barnhart
JBarnhart@cmasolutions.com
IMARK ELECTRICAL HOSTS VIRTUAL PRODUCT/SERVICE EXPO
Product EXPO visitors have the opportunity to win gift cards and
daily grand prizes throughout the May 17-22 event. Editor
Jennifer Kohlhepp
JKohlhepp@cmasolutions.com
66
IMARK MEMBERS RECEIVE AWARDS Sales Executive
Andrew Mento
IMARK Group recognizes IMARK member companies for AMento@cmasolutions.com
distinguished performance in 2020.
69 Managing Director
Kenneth Hitchner
KHitchner@cmasolutions.com
IMARK SUPPLIERS RECEIVE AWARDS
Platinum and Gold program achievers announced.
Creative Director
70
David Sherwood
DSherwood@cmasolutions.com
IMARK SALES REPS RECEIVE AWARDS
Platinum agency sales rep firms announced.
73
IMARK CANADA MEMBERS, SUPPLIERS RECOGNIZED
IMARK Canada inducts members and suppliers into Order of the
Golden Maple Leaf.
74 4201 Northview Drive
IMARK ANNOUNCES CIRCLE OF HONOR Suite 303
IMARK honors 2020 Gateway to Growth Circle of Honor Bowie, MD 20716
Phone: 301.567.8888
Championship winners.
or 1.800.338.8308
Fax: 301.567.7893
information@imarkgroup.com
Resources imarkgroup.com
64
SERVICE PROVIDER REFERENCE GUIDE
An up-to-date listing of IMARK member service providers.
imarkgroup.com 7
EXECUTIVE MESSAGE
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HOSTS VIRTUAL PRODUCT/SERVICE EXPO
The learning and fun starts on May 17
We are all looking forward to the days when we can all meet Inside each pavilion is a virtual tradeshow floor featuring
face-to-face and we’re optimistic that we will be gathering in a list of all participating suppliers. Each supplier has their own
the not-too-distant future. tradeshow booth, which may include up to four videos on excit-
ing products and/or services. After IMARK member employees
In the meantime, we are excited to share a lot of great information
watch a video, they will have the ability to rate the content
that will lead to increased sales for both IMARK Electrical members
based on relevance and sales potential.
and suppliers.
More than 250 videos will be available for viewing. In addition,
The IMARK 2021 Electrical Product/Service EXPO will be conducted
each exhibitor can display up to six pieces of collateral (literature,
on the IMARK Electrical website. The event will feature hundreds
website links, etc.) that can be accessed and downloaded by the
of videos (5 minutes or less) from leading manufacturers and
booth visitor.
service companies.
Attendees can attend the EXPO at any time from Monday, May 17
The virtual trade show floor is divided into the following “pavilions:”
thru Saturday, May 22 as their schedule permits. All member
• Conduit Wire and Cable employees with a username and password to the IMARK website
• Lighting and Controls can access the Product EXPO. No advance registration required.
• Circuit Protection and Wiring Devices
IMARK Electrical members can earn up to 20 Platinum points
• Tools and Suppliers
based on the number of employees attending and the number of
• Solutions from Service Providers
videos rated and reviewed.
8 IMARK ELECTRICAL NOW SPRING 2021
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Jerry Knight
PRESIDENT,
IMARK ELECTRICAL
Matt Roos
EXECUTIVE
VICE PRESIDENT
Steve Ruane
VICE PRESIDENT,
MARKETING
Steve Wright
VICE PRESIDENT
OF SUPPLIER RELATIONS
Prizes Galore for Lucky Among the Grand Prizes Home and Lifestyles
Product/Service Video to be awarded: Packages
Reviewers Outdoor Fun Packages • Home Gaming Consoles
Product EXPO visitors will have • ATV Riding Adventure • BBQ Makeover
the opportunity to win gift cards • Fishing Experience • Home Office Tune Up
($25, $50 and $100 denomina- • 2-Night Hotel Staycation • Chicago Steak Delivery
tions) and/or daily grand prizes, • Camping Gear/Equipment
which are awarded on a random
basis to video raters throughout
the event. The more videos you
review and rate, the better your
chance to win.
imarkgroup.com 9
FEATURE
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By Jennifer Kohlhepp
CHANGING OF THE
GUARD AT LEVITON:
SALES OPPORTUNITIES ABOUND FOR DISTRIBUTORS
With the recent retirements of long-time industry veterans Bill Marshall and Bill Cheetham
there has been a changing of the guard at Leviton.
In March 2020, Leviton hired Randy Mortensen as senior vice president of global distribution
sales and marketing to take over the role previously held by 26-year company veteran Marshall.
In addition, Leviton promoted Stuart Serota to vice president of U.S. electrical distribution
sales to take over the role previously held by 47-year company veteran Cheetham.
10 IMARK ELECTRICAL NOW SPRING 2021OUR EXPERT PANEL:
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Gino Dabbicco, Randy Mortensen, Stuart Serota, Brett Serxner,
corporate director, strategic senior vice president of vice president of U.S. director of distribution
accounts, distribution, global distribution sales and electrical distribution marketing, Leviton
Leviton marketing, Leviton sales, Leviton
Mortensen works across all four business units at Leviton— representatives and distributor sales to builders, architects,
residential, commercial and industrial, lighting and controls, engineers, specifiers and electrical contractors, we recognize
and network systems—and is responsible for overseeing each audience and make certain our marketing content,
sales activities and helping to design effective sales and trainings, sales tools and support meet all expectations and
marketing strategies that integrate seamlessly around needs,” Serxner said.
customer needs.
Gino Dabbicco, corporate director of strategic accounts,
Serota supports implementing the strategic initiatives of distribution, works alongside IMARK Electrical and its
Leviton’s president and chief operations officer. “Overall, I members to assist in developing and executing sales
help to further the distribution sales channel’s mission to growth strategies to drive incremental growth and achieve
continue calling upon the distribution, contractor, builder, sales goals. “I work directly with our distribution sales
end user and OEM markets to drive growth,” Serota said. and marketing management team to ensure our activities
and strategies are aligned with Leviton’s annual goals,”
Brett Serxner, director of distribution marketing, leads
Dabbicco said. “I also work directly with the IMARK Electrical
the strategy development and tactical execution that sets
team. My additional responsibilities include establishing
the tone for the Leviton team’s overall channel marketing
annual GainShare goals with our members and doing all I
partnerships. “Our marketing support targets mutual growth
can to help members achieve these goals.”
for Leviton and all distributor channel partners and there-
fore has a strong emphasis on sales enablement across A Leader in the Market
the channel,” Serxner said. “Our team, working alongside
“Leviton’s commitment to engineering thoughtful and
Leviton sales, integrates with our channel partners for mar-
innovative solutions that help make life easier, safer, more
keting, promotions, programming and more. We help provide
efficient and productive allow us to be a market leader
demand-generation initiatives that grow brand preference
across a range of industries, including electrical, lighting
with contractors and end users through co-marketing
and networking,” Mortensen said. “Additionally, our global
activities that drive sales through the distribution channel.”
manufacturing footprint provides us with a best-in-class
Distribution marketing develops a variety of marketing supply chain that allows us to maintain product availability
content, such as virtual tours, videos, blogs, advertising, for our varied customer partners.”
merchandising, promotions, playbooks, marketing, devel-
“We have a very robust product line and regardless of what
opment, funding and program support, vertical marketing
markets our members serve, we truly believe that they are
and more. All of this content goes directly to the industry
always best served with Leviton,” Dabbicco added. “We have
and many assets can be co-branded for use with Leviton’s
tremendous talent and leadership within our organization,
distribution partners. “From Leviton sales, manufacturer
continued on page 12
imarkgroup.com 11
67FEATURE
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Leviton Sales Opportunities - continued from page 11
and the excitement and energy we all feel, particularly after user. This data can be used to improve safety, efficiency and
such a challenging year, is truly remarkable.” productivity and make products more functional and infor-
mative in industrial and commercial applications.
Leviton Load Center
For example, industrial devices with Inform provide smarter
The Leviton Load Center with intelligent circuit breakers
electrical connections by integrating with Industrial Internet
gives contractors, builders and homeowners a smarter and
of Things (IIoT) technology to support predictive maintenance
safer solution. Homeowners can view real-time monitoring
schemes. Commercial devices with Inform provide a simple
data such as energy consumption by total aggregate, indi-
and efficient way to improve code compliance and electrical
vidual circuit or trends by day, week, month and year. With
safety in health care facilities.
customizable alerts, homeowners can get notified when and
why a circuit breaker trips, when a load is on or not draw- Leviton also recently launched the next upgrade of the WiFi
ing power for an extended time and view system status in product line within its Decora Smart product offering.
real time and detect if critical loads need to be addressed.
Growth Opportunities
“We feel that the Leviton Load Center is second to none,”
Expect to see an increase in adoption of IoT-driven solutions
Serota said. “We encourage IMARK members to review it
across market segments. In residential settings, this includes
with your Leviton sales representative and allow us to show
a whole-home connected solution, from smart outlets and
you how we, together, can increase sales.”
lighting controls to a load center that brings intelligence
Featuring an all plug-on design and circuit breakers that to each individual circuit through the house. In commercial
exceed UL safety standards, the Leviton Load Center can settings, this includes remote monitoring of electrical
be installed more efficiently compared to competitive connections to improve safety and data analysis to improve
products. All branch wires terminate at custom lugs in the productivity by decreasing unplanned downtime.
panel, making wiring easier and neater—and eliminating
“The residential market continues to look strong as
the need for pigtails. The innovative design also enables
Americans look to move from urban areas to the suburbs,”
users to switch out branch circuit breakers with no
Mortensen said. “In the commercial sector, technology
rewiring required.
convergence is driving the need for seamless network com-
Leviton Inform and ‘Smart’ Devices munications across commercial buildings and factory floors,
and the proliferation of IoT and IIoT devices require network
Leviton Inform is an operational technology platform that
connections and data centers to store and analyze data.”
enables select products to provide real-time data to the end
continued on page 15
12 IMARK ELECTRICAL NOW SPRING 2021FEATURE
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Leviton Sales Opportunities - continued from page 12
Best-in-Class Service
Marketing Resources for Distributors
For 115 years, Leviton has taken pride in understanding Leviton marketing resources are designed to be
its distributor partners and customers. “As a family-owned adaptable, flexible and customized uniquely to
company, which many of our IMARK partners are as well,
every distributor as required. Leviton’s distribu-
we have the same common core goals,” Serota said. “Those
goals are to be financially strong, understand the needs of tion marketing team quickly adapted to greater
our partners and always strive to be the easiest company e-commerce support, online communications,
with which to do business. We insist on having the most
digital marketing and more.
professional and well-educated sales organization that has
our customer’s best interest at hand.” These online resources include:
Leviton employs the largest direct sales team in the indus- • The recently launched Partner Portal,
try and it is supplemented by a team of National Electrical
Leviton B2B, for all online ordering,
Manufacturers Representatives Association reps in certain
areas of the country. quoting, pricing and inventory, simplifies
The Leviton distributor that is most successful with the
critical needs of and increases productiv-
Leviton partnership is the distributor that educates their ity for distributor procurement and sales
staff properly and keeps a healthy inventory of the compa- professionals around the world.
ny’s product portfolio in stock to best serve their customers’
needs. “These distributors fully understand the partnership • The Virtual Product Tour enables all
that they need to have with their vendors within IMARK, customers to explore the latest products
to continue growth together moving forward,” Serota said.
and solutions virtually.
“Our customers’ success is our success,” Dabbicco said.
“Challenges to our members become our tasks to solve. We • The Monthly Leviton Insider is a com-
are making things right when, at times, things may not go munication for distribution salespeople.
as planned.”
• The Distributor Current (launching soon)
Responding to the pandemic, Leviton has vastly grown its
digital marketing, training, demand generation and many
is an interactive digital quarterly maga-
critical channel partner business building support tools. zine that will feature the latest Leviton
“This includes our investment to provide productivity tools products, as well as articles discussing
like Captain Code, Leviton 2Go, digital catalogs (mobile
industry challenges and solutions.
apps and desktop), design assistance and code training to
assist electrical contractors,” Serxner said. “Leviton also • Distributor Talk is a web-based
has three experience centers, called Leviton LIVE, located
on-demand talk show featuring Leviton
in New Orleans, Chicago and San Francisco, dedicated to
training electrical professionals and showcasing the latest experts and industry guests.
solutions and products.”
• A new 360-degree immersive vertical
Making it Happen market digital tradeshow, Leviton On-
“Our internal mantra is: We Make it Happen,” Dabbicco Demand, focuses on strategic growth
said. “The most important ingredient to our success is the
markets and Leviton’s leading solutions.
true entrepreneurial spirit that exists within our organization,
which is fostered by the Leviton family and our executive
leadership team. We put our heart and soul in all we do,
and we truly care about every IMARK member we do busi-
ness with. We consider them all part of our Leviton family.
It is a sacred trust to place your faith and business with us,
and we never take that for granted.”
imarkgroup.com 15FEATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . By Jason Bader, principal, The Distribution Team E XAM I NIN G YOUR E- C O MM E RC E I N V ESTM E NT 16 IMARK ELECTRICAL NOW SPRING 2021
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Jason Bader,
principal,
The Distribution Team
You know when a subject keeps rearing their business around, and B2C, which now shoveling your way. Hindsight is
its head during client and facilitation has always been a lucky byproduct of 20/20. Do as I say, not as I do. I failed
calls? Some would call that a sign. I a showroom or retail presence. When to reach out to my past and prospec-
call it an opportunity. I love it when distributors set out to build a strategy, tive clients and survey them about
my professional interactions serve up they need to decide how their e-com- what would make my site more of a
an article topic on a silver platter. This merce strategy will align with each resource. In a service-based business,
one just seemed so appropriate given side. I truly debate whether B2C should the smart ones spend money to serve
the state of distribution in 2021. even be considered until the company customers, not their own ego.
has a performing B2B program, but
The topic du jour seems to be e- some will try. Here’s a little perspective As I have written about several times
commerce improvements and where —you are not Amazon and you never in the past, gathering the voice of
to make the investment. One of my will be. the customer is a skill every business
private clients has a solid web presence should develop. I get it. We think we
with a robust e-commerce offering. If the goal is to build a tool for existing know our customers. We just don’t
He isn’t seeing the results for which customers, then focus on their needs know them well enough. Unfortu-
he was hoping and is contemplating first. In one of my groups, a participant nately, our knowledge may be dated,
the next infusion of cash to improve talked about building a “digital customer biased or taken from too small a
his return on investment. Some of the experience.” The goal is to give those sample size. Establishing a customer
areas of improvement make sense and customers the option of shopping out- feedback program can be as simple as
could potentially provide additional side of the confines of their traditional conducting a web-based survey and
success, but the actions seemed to be hours. Since this option is offered by as complex as having experts analyze
a lot of guessing and not a lot of strat- other competitive supply houses, this your phone interactions. Relying on
egy. This is pretty common in privately goal makes sense. But if this is going your sales team to gather this feed-
held distribution today. E-commerce to be a “customer experience,” why back is not advisable. There is simply
and web development are foreign am I wasting a bunch of time dream- too much bias. For most distributors,
territory to business owners who have ing up functionality that I think the I would suggest a survey with input
made their business on old-school, customer is going to want. I may have from someone who specializes in
pound-the-pavement, blocking and been in the business for a while and customer interaction analytics. Martha
tackling distribution. To think that have some insight into the buying Brooke, of Interaction Metrics, is the
they, myself included, can be masters preferences of my customer base, company I refer to my clients, but I am
of this domain is wishful thinking. but am I really that clairvoyant? sure there are several good resources
This isn’t our ball of wax and maybe out there.
it shouldn’t be. In this humble advisor’s opinion,
I wouldn’t drop another dime into Don’t just survey the people who buy
As we talked through the challenge, my B2B e-commerce solution until I products from your company. Make
we realized that the current strategy embarked on a substantial intelligence sure to hit those in accounts payable
lacked purpose. We realized that gathering project with my intended as well. A really solid feature of many
e-commerce can be broken down audience. In the spirit of full disclosure, e-commerce sites is the ability for a
into two distinct components: B2B, as I wrap up the overhaul of my web- customer to log in to their own portal.
which most distributors have built site, I failed to take the advice I am This is probably not new to anyone,
continued on page 18
imarkgroup.com 17FEATURE
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E-commerce Investment - continued from page 17
but for the sake of clarity I will press talking about some slick search engine program, I suggest you get educated
on. This portal is often used by your optimization (SEO) salesperson who on the wild, wild west of SEM.
customers’ accounting departments promises to get you a higher rank
to chase down invoices and state- on Google. SEO, so what? It’s time If 2020 taught us anything, we all
ments so that they can pay you. This to look at the world of search engine need to better understand the world
will reduce a tremendous amount of marketing (SEM). of e-commerce strategy. As a crawl,
accounting team phone time. This walk, run kind of guy, I would always
alone can provide a return on your I am no expert on SEM, but I am try to play to your strengths first. If
technology investment. becoming more familiar with the you have been a traditional B2B
possibilities through the eyes of my distributor, start there. Survey your
For those of you looking to include clients. Did you know that you can customers, either through a profes-
a B2C play, please excuse my snarky target a specific area, filter by desired sional or not, and find out what they
comment above. You may have a pro- demographics and everyone in that want to see in web portal. Focus on
prietary item or even a private label area will potentially start seeing your that true customer experience. If your
solution that could be something for ads on their social media feeds? Super product mix lends itself to a more B2C
the masses. You may be a used equip- creepy, right? Have you ever wondered play, get really focused on driving
ment dealer who doesn’t necessarily why you can Google a certain product traffic to your site. It’s a brave new
look for existing customers to sell. So on your computer and over the next world out there that might be better
how do you get potential buyers to few days that same product starts managed by those who have a long
swim up to the boat? In the old days, appearing in your Instagram feed? SEM! career ahead of them.
it was a lot of smiling and dialing. One Imagine that you are selling used HVAC
About the Author: Jason Bader is the principal of
client was given the advice to hire equipment for commercial spaces.
The Distribution Team. He is a holistic distribution
a road warrior to canvas potential What if you could draw a geo-fence
advisor who is passionate about helping business
buyers. While this might have worked around the next local Building Owners
owners solve challenges, generate wealth and
20 years ago, I don’t think it is the and Managers Association (BOMA)
achieve personal goals. He can be found speaking at
way of the future. Let’s just do a little chapter meeting. Over the next few
several industry events throughout the year, provid-
math. A salaried and benefited sales- days, your equipment starts showing
ing executive coaching services to private clients
person might cost around $100,000 a up in their personal media feeds. It’s
and letting his thoughts be known in an
year. Add travel expenses of another almost like cheating. If you are
industry publication or two. Last year,
$25,000 to $30,000 a year and serious about going after a
he launched his first podcast, Distri-
you have a significant B2C play with your
bution Talk. Episodes can be found
investment that e-commerce
at distributiontalk.com and through
will probably
most podcast applications. He can be
produce dismal
reached at 503-282-2333 or via email at
results. Why
jason@distributionteam.com. For more infor-
not take that
mation, visit thedistributionteam.com.
same $130,000
and invest it
in some serious
digital marketing
muscle? Now I’m not
18 IMARK ELECTRICAL NOW SPRING 2021FEATURE
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By Susan Bloom
TAKING CONTROL
Confused about lighting and the IoT? Leading manufacturers answer the industry’s
most common questions about the features, functions, benefits and future of
networked lighting control systems
Over the last several years, the subject of lighting and the Internet of Things (IoT) has become highly
publicized in the industry—and also the source of a great deal of complexity and confusion. With
current investments in networked lighting control systems beginning to yield dividends and the
technology expected to have a significant impact on a broad range of industry segments and
applications in the coming years, it behooves IMARK members to familiarize themselves with the
basics of these emerging and beneficial systems.
Following, experts at several key lighting control manufacturers answer some of the industry’s most
common questions regarding the features, functions, benefits, applications for and the future of
networked lighting control systems.
20 IMARK ELECTRICAL NOW SPRING 2021. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
OUR EXPERT PANEL: Martin Mercier, Jason Oliver, Steven Roe,
P. Eng., strategic marketing vice president of controls, vice president of controls
manager, IoT/connected RAB Lighting solutions, Acuity Brands
systems, Cooper Lighting Lighting Inc.
Solutions
IMARK Electrical Now: How would or building level. Finally, there are of Things”—e.g., inputs and outputs
you define a networked lighting “networked and integrated” controls, connected over the internet (or the IoT,
control system and what are its which are “fully networked” controls a term that’s taken on a larger scale)
key physical components? with connectivity to a building/corpo- of all devices that have the ability to
rate IP network or cloud infrastructure. communicate with each other to form
Jason Oliver, RAB Lighting (Northvale, a network like no other. Some believe
New Jersey): The two key factors are Martin Mercier, Cooper Lighting
that the IoT is the next layer of func-
the ability for devices to communicate Solutions (Peachtree City, Georgia):
tionality over the basic controls, such
with each other in order to implement Per the definition that came from the
as “way finding,” though in my opinion
lighting control strategies (whether first computers sharing data, a net-
both qualify as the IoT.
wireless or wired) and the ability work is a collection of two or more
to communicate with that system devices that can communicate data, Roe: The idea behind the IoT has
of devices to control and configure wired or wirelessly, following a specific encouraged communication between
them. Devices are made up of sensors architecture such as a hub, ring and systems and the pursuit of common,
(motion, light, etc.), actuators (control- star topology. The same applies for the shared data between systems—largely
lers, smart drivers, etc.) and controls lighting industry and, more specifically, made available via open protocols
(dimmers, touch pads, etc.). would typically consist of addressable allowing systems to share information.
luminaires, controls and, more recently, IoT is most often identifying the way
Steven Roe, Acuity Brands Lighting sensors, allowing luminaires to be in which data is exchanged between
Inc. (Decatur, Georgia): Networked controlled, programmed, and able to devices and systems. This can take
lighting controls can take a variety
share valuable data back to a smart- a variety of forms with networked
of forms and usually fall within three
phone, computer and server. In brief, lighting, including integration with a
categories, with each building off the
the key components are luminaires, building management system (BMS)
prior one. First are “locally connected”
gateways, controllers (including both for intelligent building operation that
controls, which are field devices (e.g.,
sensing and non-sensing) and sensors. leverages the networked lighting infra-
sensors, control inputs and intelligent
structure and data, advanced graphics
luminaires) communicating with one IMARK Electrical Now: What’s the
with information about the operation
another, typically at a room level. relationship between networked
of multiple systems, and intelligent
Second are “fully networked” controls, lighting and the IoT?
capabilities above and beyond lighting
which are generally field devices
Oliver: The essence of a networked control, such as real-time-location
communicating with a controller or
lighting control system is an “Internet services.
gateway device, typically at a floor
continued on page 22
imarkgroup.com 21FEATURE
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Taking Control - continued from page 21
Mercier: With the arrival of LED tech- A decade ago, lighting manufacturers There are a number of key influences,
nology, we could now control lights introduced luminaires with radio such as advances in intelligent LED
as needed and not only have the right devices such as the Zigbee local drivers (featuring both digital commu-
light but also the right timing for the wireless network, 4G cellular com- nication and DC power capabilities),
application—for example, controlling munication, etc. to control luminaires simplified installation and service for
a parking luminaire’s spill light to the remotely, which created a network of the electrical contractor and customer
surrounding neighborhood, shutting lighting-related devices. With the digi- and simplified design, all while still
down the lights in warehouses at night talization of our customer assets, such meeting the increasingly stringent
or turning off lighting to indicate that as cities and buildings, an opportunity energy code requirements. Based
a park is temporarily closed. With developed to contribute by leveraging on the market’s focus on collecting
the proliferation of communication the lighting infrastructure that was and sharing data for the IoT and for
technologies such as 4G mobile tech- being upgraded to LEDs. This provided general interconnectivity between
nology, ZigBee, LORA, Bluetooth, etc., grounds for other manufacturers’ and systems, we’ll likely see fixtures with
we could then network our devices industries’ IoT devices to be a backbone embedded sensors proliferate based
to “connect” our customers to their for further data and information, which on how easily they allow for granular
products so that they could maximize is at the heart of IoT. As coined by U.K. analytics, improved lighting control
lighting levels, schedules and main- mathematician Clive Humby, “data and unconstrained configurability
tenance for greater energy savings, is the new oil” in smart cities and that’s geared for tomorrow’s needs.
occupant comfort and worker produc- connected building initiatives. There’s
Mercier: It’s hard to predict when 100%
tivity. Since lighting is everywhere, a need to collect information and
of our lighting will be equipped with a
networked lighting could now be used communicate it to servers to be
sensor of some kind, but a vast majority
as a conduit through which end users analyzed, refined and consumed.
of new indoor installations will occur
could connect with devices’ valuable
IMARK Electrical Now: Do you fore- within the next five to 10 years. For
information; this is when networked
see a time when all LED lighting outdoor applications, it will probably
lighting got into the IoT and started
fixtures come standardly equipped be in the next 10-15 years based on
being implemented into “smart” cities
with sensors, and is that practical? the lack of cost-effective technologies.
and building projects. The lighting
There are several initiatives underway
industry is now involved in more Roe: LED lighting fixtures with embed-
that will simplify sensor integration and
connected city initiatives and is think- ded sensors are happening today, and
communication with an open network.
ing beyond connected lighting assets. their adoption will continue to grow.
22 IMARK ELECTRICAL NOW SPRING 2021. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
SUBMIT
YOUR NEWS!
We want to hear from you!
Please forward all news submissions,
including new product/service releases,
case studies, promotions,
For example, there’s an indoor and outdoor luminaire
sensor interface standardization and certification (D4i) features and more to
released that will help accelerate sensor integration. For
customers looking to improve their operations with new
Jennifer Kohlhepp at
smart devices, leveraging their lighting infrastructure is
often the easiest path.
JKohlhepp@cmasolutions.com.
Oliver: Our goal at RAB is that eventually all lighting
is smart. Controls shouldn’t be appendages and after-
Each issue of
thoughts, but rather core to the fixture, and with that
kind of volume, costs will come down. This is practical IMARK Electrical NOW includes:
and expected, potentially in the next five years.
IMARK Electrical Now: Terms like "networked light- • Industry Trend Features
ing" and "IoT" have been around for several years
now. From your experience, please assess the
• Marketing, Management
level of excitement over, engagement with or
confusion over this technology from customers, and Leadership Articles
installers and sales personnel.
Oliver: The level of confusion is high, there are few • News from Suppliers
standards, there’s little education and the options are and Members
numerous, even in a single system. I do see excitement
and engagement starting to grow, but it’s still just
a fraction of the addressable market; based on the • Member Profiles
complexities, it’s easier and more profitable for some
to just sell what they know. This is another reason to
make this technology standard to the fixture, as it will
be easier to sell and will delight the customer.
continued on page 25
imarkgroup.com 23FEATURE
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Taking Control - continued from page 23
Mercier: Education is key when it Mercier: Thanks to a recent downtown purchased promotions and can help
comes to new technology and the IoT, project in a U.S. city, environmental employees refill shelves at night.
even before working on the right acoustic noise sensors mounted on Another example is “nature lighting”
value-based pricing. Before LED tech- luminaires measure sound levels on in health care applications, in which
nology, the last revolution in lighting the street to understand some of the we use lighting to reproduce outdoor
came around 1962 with a new HID activities happening. Once collected, lighting inside the building. We rec-
metal halide lamp. Since the LED sent to the server and analyzed, the reate the right exposure to the light
revolution in the past 15 years, things data generated allows the city to create during the day as well as the right
have been moving fast. From immer- real-time and historical timelines and colors and dynamics, which strongly
sion into the solid-state lighting (SSL) map/list views of code violations, bur- influence patient mood, energy levels,
electronic world to networking and glar alerts, etc. The city can also play comfort and quality of sleep. Workers
smart IoT devices, our industry has a on-demand sounds received to further and patient health and well-being in
lot to learn, which is key to capturing analyze what’s needed to take proper general are greatly impacted.
opportunities now and in the future. action. A related "killer-app" recog-
Oliver: RAB’s networked lighting
nizes gunshot detection, currently
Roe: “Networked lighting” and “IoT” controls and circadian rhythm system,
deployed in some cities and campuses
have grown to mean many things, SmartShift powered by Lightcloud, was
and sometimes attached to poles or
often depending on the audience. recently adopted by a large assisted
luminaires. As another example, retail
Even with this ambiguity, however, care corporation. In addition to the
applications with indoor positioning
the value of networked lighting is energy-saving benefits which all
systems (IPS), enabled by the lighting
real for all involved in the projects. controls offer, the corporation has, in
luminaires, can help customers find
Customer benefits include increased a short period of time, seen a demon-
items on their store phone app shop-
energy savings, greater comfort strable reduction in patient falls, which
ping list by guiding them to the item's
through additional control over the has not only helped enhance safety and
exact location. It also alerts customers
lighting, granular analytics and re- quality of life for patients, but also
walking an aisle about previously
configurability of the space as building resulted in lower insurance costs for the
needs change. Given the trend toward corporation, which more than covers
wireless controls, installers will benefit the cost of the system.
from reduced complexity of instal-
IMARK Electrical Now: What
lations. And thanks to new and
types of end-user custom-
advanced capabilities that
ers have been most
support business needs,
interested in using
excitement by sales-
networked lighting
people and end users
to generate/gather
will grow.
information about
IMARK Electrical their facility, and
Now: Please share why?
an example of
Roe: The most
a success story
common custom-
which includes
ers that leverage
measurable
networked lighting
benefits for a
to collect informa-
customer. Any
tion about their
‘killer apps?’
facility are those
who manage
continued on page 26
imarkgroup.com 25FEATURE
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Taking Control - continued from page 25
either large or multi-building (e.g., hospitals and long-term care facilities luminaire controllers and can share
campus) facilities. Commercial offices improve daily operations by reducing data back to the city, utility and other
use networked lighting to more quickly the time needed to find their equipment developers’ system servers through
adjust settings for tenants/occupants by more than 30%. They can also application programming interfaces
in the space. Overall, networked lighting improve patient safety with geofencing (APIs).
systems help customers assess energy tools and, using LED luminaires, can
IMARK Electrical Now: Do you think
consumption and space utilization, add such functionality at a significantly
that lighting is currently perceived
which of course leads to more knowl- lower cost and with a seamless and
to be among the best and most
edgeable management decisions. pleasing design. For industrial and
popular platforms for gathering
warehouse applications, similar
Oliver: Industrial factories and ware- data via the IoT? If not, which
systems can significantly improve
houses are large consumers of energy platforms are more popular
inventory management and order
and can therefore leverage a lot of and why?
processing workflow. For outdoor
information to continuously adjust
applications, cities/utilities that are Oliver: Everyone needs lights, lights
their system and extend their savings,
collaborating in smart city initiatives have power and they’re everywhere,
both in energy consumption and
and looking to improve their opera- so it makes sense that they can be the
facility utilization.
tional efficiency with predictive backbone of an IoT system. However,
Mercier: In indoor applications, facility maintenance, embedded local weather we’re in the early days, only proprietary
managers, c-suite executives and major stations and 5G micro towers in a systems can offer any additional infor-
retail executives are interested in non-obtrusive design are most inter- mation, and, in reality, most people
networked lighting as a way to improve ested in networked lighting. While don’t know what to do with all of the
their occupants’ well-being, experience upgrading their street lighting, they use data yet. HVAC and BMS probably
and safety. For example, asset tracking this opportunity to include additional have a head start on lighting, as they
via networked lighting can help sensors that are networked with consume more power, have more
26 IMARK ELECTRICAL NOW SPRING 2021. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
opportunities for savings and have on leveraging networked lighting for obstacles inhibiting the adoption and
been at it longer. At the same time, gathering data. growth of networked lighting control
they’re on arcane systems and don’t systems. Wireless solutions, or hybrid
IMARK Electrical Now: What are
have the reach that lighting does, wired and wireless solutions, will
some key obstacles that have
plus they typically only work indoors. continue to diminish these obstacles.
inhibited the adoption of and
Networked lighting should ultimately Cybersecurity is another obstacle, but
growth prospects for networked
be the backbone for all systems in a number of industry cybersecurity
lighting?
a building. standards exist and are going through
Mercier: Key obstacles include lack continuous evolution to ensure
Roe: I don’t think that lighting is
of education, lack of a standardized secure networks.
currently perceived to be the most
and open platform (resulting in the
popular platform for gathering data, as Oliver: Obstacles include a lack of
captivation of customers by unique
many lighting control solutions aren’t education in the marketplace and
manufacturer/vendor solutions), the
networked and integrated. I believe limited customer demand and/or
cost and availability of the technology
that building management systems are requirements for controls; it’s mostly
and, last but not least, past failures in
likely seen as leaders in the gathering early adopters who have the vision or
similar projects.
of data. That being said, lighting is requirement for networked lighting.
ubiquitous and has power available, Roe: Perceived increased cost and Cost and complexity are still the larg-
so there’s significant upside potential complexity are most often the key est barriers and have been for years,
continued on page 29
imarkgroup.com 27FEATURE
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Taking Control - continued from page 27
though I believe that the inflection understand the vast capabilities so that get them in the door and they’ll sell
point where price is no longer a bar- you can assist customers in addressing the next system for you. Also, be
rier is close. As an industry, however, their true business needs. Another way creative—I can’t tell you how many
we need more end-user education to to learn what the market is focused different applications for our product
increase demand. on is to look at some key third parties users have identified that I never imag-
that are setting standards for networked ined. Because it’s both software and
IMARK Electrical Now: How is the
lighting. One is the Design Lights hardware, you can often change it to
emergence of 5G likely to impact
Consortium (DLC) and their Networked fit your needs, so keep an open mind.
the adoption of networked lighting?
Lighting Control program, which sets
Roe: Networked lighting and controls
Oliver: Like any technology, easier, the standard for what networked
solutions continue to grow for a
faster and cheaper improvements will lighting controls should accomplish.
variety of reasons. Expanded solution
spur adoption, though 5G is still prob- A second is the ioXt Alliance, which
capabilities and changing customer
ably two years away from having any is helping to establish industry-cus-
needs will continue to create oppor-
meaningful impact. It will eventually tomized profiles for many kinds of
tunities and ongoing customer touch
reduce some complexity for lighting connected devices, including mobile
points. Customer needs will grow
controls. applications, lighting controls
beyond traditional energy savings and
and more.
Mercier: 5G cellular technology will code compliance, so it’s important
allow devices to be connected to the Oliver: Training and education are key. to have a deeper understanding of
internet without needing human inter- By understanding networked lighting the capabilities of networked lighting
action, rendering it the primary enabler control really well, installing it and and controls to successfully sell these
of the progression of IoT projects. even using it yourself, you can com- solutions in the future.
municate the benefits more easily.
IMARK Electrical Now: What prepa- Mercier: Upgradable and scalable
Our experience is that once you get
rations should IMARK members luminaire products have recently been
an installer trained and knowledgeable,
take to successfully market/sell launched by reputable manufacturers
it sells itself.
networked lighting products? and should become part of a standard
Mercier: Education leading to an offering. Be sure to consider these
Roe: First and foremost, familiarize
understanding of how the use of new options if your customer is interested
yourself with energy codes—as energy
technologies enabled in IoT ecosystems in network and IoT solutions but not
codes continue to become more
can solve customer challenges is the ready to make the jump today, as these
stringent, networked lighting will
most important at this point. future-ready luminaires, for which sen-
often provide the easiest means of
sors and controllers can be upgraded
achieving energy code compliance. IMARK Electrical Now: Finally, what
later, are the new 0-10V dimmable
This doesn’t mean you need to be a advice would you give to lighting
LED driver of 10 years ago. They’ll
code expert—instead, rely on manu- and controls sales reps regarding
simplify a customer’s future steps into
facturers in the space that are familiar the long-term sales potential
using data to improve their city/facility/
with energy codes to provide guidance, of/opportunities for networked
building in an efficient and cost-
training and design tools/assistance as lighting and controls?
effective way.
necessary to provide code-compliant
Oliver: Invest in your customers; this
solutions. Additionally, I’d recommend
is a longer sales cycle and ultimately
going a level deeper to understand
fixtures with controls will generate About the Author: Susan Bloom is a 25-year veteran
networked lighting’s advanced capa-
more revenue. Help build your stable of the lighting and electrical products industry. Reach
bilities and value. Although terms like
of installers, train them, educate them, her at susan.bloom.chester@gmail.com.
“IoT” are often used, it’s important to
imarkgroup.com 29WORD
FEATURE
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By Susan Bloom
TO THE WISE
IMARK member company executives offer their top advice for career success
in today’s (and tomorrow’s) electrical distribution industry
On the heels of a public health crisis, economic upheaval and political unrest and amid
ongoing market developments and competitive pressure, many IMARK member employees
in the early stages of their career may wonder what the future holds for the industry and
what role they’ll play.
In the following roundtable, leaders in the electrical distribution industry offer their top
career advice and strategies that they believe will help young professionals (and their firms)
stay ahead of the curve.
30 IMARK ELECTRICAL NOW SPRING 2021OUR EXPERT PANEL:
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Steve Blazer, Steve Helle, Sheila Hernandez, Wes Smith, George Vorwick,
president, Blazer president, Granite City vice president and president, Mayer president and CEO,
Electric Supply Electric Supply chief information United Electric Supply
officer, Summit
Electric Supply
IMARK Electrical Now: What can customer benefit usually aren’t effective. is money for all of our customers and
people in the sales, marketing and My advice is to engage in segment products and services that improve
customer service/satisfaction marketing to specific customer groups efficiency and reduce labor are always
functions do to prepare for an and understand their needs before ripe for marketing opportunities. In
impactful role with a market- launching any kind of new programs addition, communication with the sales
leading electrical distributor or media. Online ordering activity team is critical—they usually have the
in the years to come, and why? is picking up with most distributors, best insights as to what marketing
including our company, so we’re get- techniques will work for their customer
Steve Blazer, Blazer Electric Supply ting more aggressive about partnering base and should be consulted before
(Colorado Springs, Colorado): When it with our vendors to use banner ads, launching a program. If they buy into
comes to trying to market products to
price promotions, giveaways and other the process, they’re more apt to push
our customers, I see a lot of time and
tools that we’re also advertising on the programs or products.
resources that aren’t well spent, often
our landing page as well as during the
because there hasn’t been enough George Vorwick, United Electric
customer ordering process. I expect
effort invested in finding out what the Supply (New Castle, Delaware): Any-
that this practice will continue to grow
customer really wants. Flashy ads that one contemplating a career in sales
in the future, providing a benefit to us
might appeal to the retail consumer would be well served to begin with the
and the vendors we partner with. Time
but that don’t provide a specific basics—learn how your products are
continued on page 32
imarkgroup.com 31You can also read
