When Greaves asked its national reps for feedback earlier this year, the message was clear: “We love your products, innovation, and responsiveness – but it’s time to get your name out there.”

At least that was the general thrust of the input received through an online survey and face-to-face meetings with the folks who serve as Greaves’ front office to distributors, OEMs, and contractors across the U.S.

At the same time, things were happening at the company that were eye-opening, affirming the mandate for more industry visibility. Several extraordinarily large orders came over the transom for special projects that seemed to have been generated by word-of-mouth or serendipity. This informed management that Greaves was clearly filling a niche out there, leading to a realization: imagine what might happen if recognition of the company within the industry were doubled – or tripled? Surely more such projects would result. 

A multi-pronged effort ensued. A campaign was initiated that included cooperative sales collateral for all rep organizations, trade show appearances, an aggressive news, email and social media outreach effort, and lots of listening.

A key milestone, though, was achieved by tapping into powerful trade organizations that promise to bring much-deserved visibility to Greaves and its bold advances in the marketplace.

Establishing a Presence with NAED

Having placed no advertising at all in recent memory, Greaves broke with the past and signed up for a monthly, high-visibility ad placement in tED magazine, the official magazine of the National Association of Electrical Distributors (NAED). Because the magazine is entirely digital, the ad can be clicked on by readers to open a web-based map pinpointing locations and contact information for all the Greaves reps in the US and Canada. Greaves is also participating in tED’s annual Brand Survey and its New Product Preview Issue in December.

Rekindling a long-standing NEMRA affiliation

Although Greaves had been a member of NEMRA (National Electrical Manufacturers Representatives Association) for decades, the value of the affiliation lay dormant until this year. With a few emails and phone calls, Greaves dusted off the relationship and acquainted the organization with Greaves current industry position and the impressive strides made in recent years. As a result, NEMRA will spotlight Greaves in its Domestic Manufacturing publicity campaign, featuring Greaves’ new “Made in USA” factory tour video, along with a company overview and a selection of photos taken around the facility. Other exciting, collaborative ties are under review as of this writing.

Thinking Globally, Acting Locally with IEC New England

In July, Greaves joined the Independent Electrical Contractors of New England, the premier trade association representing independent electrical and systems contractors in Connecticut, Massachusetts, and Rhode Island. This affiliation gives Greaves a seat at the table at numerous industry conferences throughout the year, and access to vital, legislative, safety and code updates as they emerge.

Onward and Upward

With new leadership, new energy, and a clear eye on the prize, Greaves is taking confident steps to stake its place in the broader industry – announcing, loud and clear: “We’re here.” The momentum is building – and the industry is taking notice.

Do you have a special application or project? Find your local Greaves representative using our interactive map, or call us directly at 1-800-243-1130.