Marketing for Agencies and Value-added Resellers
Independent lighting agencies provide the route to market for lighting conglomerates and independent manufacturers. In many markets, agencies are truly the manfacturers' strategic partners. These agencies not only are the key to gaining regional success, but provide a true 'voice of the customer' whose information is utilized corporate-wide.
While many lighting agencies retain the same lines for years (or decades even) - the dichotomy is that the vast majority of these relationships are legally bound only a 30-day contract.
How Marketing Benefits Lighting Agencies
As known throughout the industry, successful lighting agencies are independent businesses that share common attributes:
- Maintain entrepreneurial business practices
- Understand local customer needs
- Rank highly on customers’ supply chain
Also widely known and understood by industry professionals, lighting agencies promote and sell products for manufacturers through multiple routes to market including:
- Specifiers
- Contractors and Distributors
- End-users (including municipalities and other government agencies)
While managing those relationships has been an agents’ top priority, another market-driven dynamic affects the independent agents – consolidation of manufacturers resulting the formation of even larger lighting conglomerates. Agencies may represent a firm (or group) for many years, the experience the impact of consolidation and persue (or be persued by) former competitors as new partners.
Today, the need exists to conduct a marketing initiative that establishes brand identity by and prepares an agency to:
- React quickly to the loss of key lines (continuity)
- Proactively prepare to acquire new lines (growth)
- Avoid losses of key personnel resources (retention)
A marketing effort with Lumen Efficiency Consultants enables agencies to combine those entrepreneurial skills with the now necessary ‘corporate-level strategies’ to continue in business profitably and/or grow successfully while retaining key team members. Contact Lumen Efficiciency Consultants to discuss a comprehensive marketing initiative that supports the continued operation of your business.
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