NAILD 0146 SUmmer 2017 Magazine - Amazon S3 · can help businesses reach institutional goals and...

CONNECTED LIGHTINGCONNECTED LIGHTINGGOES BEYOND ILLUMINATION

TODAY’S

DISTRIBUTOR

Drive Sales, Results with Expanded LS Training

Member Profi le: ELS

Inside Innovation: Keystone Technologies

Rise to the Top with SEO

INSIDE

DISTRIBUTORDISTRIBUTORLIGHTINGSUMMER 2017 | VOL. 25, NO. 2

NAILDOfficers & Board Members

PresidentRobin Watt

President-ElectCory Schneider (Conference Chair)

Secretary/TreasurerSpencer Miles (Education Chair)

Immediate Past PresidentBecky Phillips

DirectorsJosh Brown (Membership Chair)

Gerard DarvilleJim Goodwin

Brian HuffTom CircuzakMatt Thesing

Past Presidents’ Council RepresentativeKevin Eagan

NAILD Headquarters

Association ManagerAnna [email protected]

Public Relations ManagerGreta Cuyler

[email protected]

Marketing ManagerKelsey Brooks

Association CoordinatorMichele Giovine

[email protected]

TELEPHONE(609) 297-2216

WEBSITENAILD.org

[email protected]

NAILD Headquarters 191 Clarksville Road

Princeton Junction, NJ 08550

ince its inception, NAILD has provided members

with market intelligence, information and

resources to improve business and the profitable

distribution of commercial lighting technologies.

In 2006, NAILD deepened its commitment to

education and developed a leading industry training certificate program. The

Lighting Specialist (LS) I certificate program helps lighting sales employees

better understand lighting fundamentals. The LS II certificate program took that

training one step further. Both courses are a combination of expert technical

instruction and hands-on field experience delivered through a user-friendly,

self-paced, online approach.

This year, NAILD is re-staking its claim as the leading industry resource for

education by introducing a revamped LS II program and the new LS-C certificate

program. The reimagined LS II offers in-depth training on the following specific

market segments: retail, industrial, office and educational facilities. LS-C

introduces lighting distributors to the world of lighting controls, prepares them

for sales and provides the necessary background for product-specific training.

The lighting controls market is expanding, creating good sales opportunities for

lighting distributors. In new construction, demand is driven by energy codes.

In existing buildings, it’s driven by utility rebates and LED retrofits. Those who

complete the new LS-C course will be able to identify control strategies and

match them to applications, build packages of equipment that satisfy these

strategies, identify methods used to connect devices within a system, predict

how various light sources behave while being controlled, design a lighting

control solution, locate utility rebates and participate in the commissioning

process.

To find out more about the newly revamped LS II and the new LS-C, see page 6.

We at NAILD take pride in having driven lighting industry education for more

than 40 years and we look forward to leading the industry into a bright and

profitable future.

Best,

Robin Watt NAILD President 2017-2018

NAILD DRIVES LIGHTING INDUSTRY EDUCATION

S

PRESIDENT’S MESSAGE SUMMER 2017TODAY’S LIGHTING DISTRIBUTOR

SUMMER 2017 | VOL. 25, NO. 2

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mailto:[email protected]




SUMMER 2017 VOLUME 25, NO. 2

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Drive Sales, Results with Expanded LS TrainingLighting professionals can now focus their expertise on specific market segments in LS II and learn about controls in LS-C.

By Jennifer Kohlhepp & Greta Cuyler

Connected Lighting Goes Beyond IlluminationIn connected lighting systems, light points are connected to an intelligent system to deliver both high-quality, reliable illumination and pathways for information and services.

By Jennifer Kohlhepp

Member Profi le: ELSEnvironmental Lighting Service (ELS) is a family-owned business in Grand Prairie, Texas that specializes in electrical, lighting and sign services.


Inside InnovationKeystone Technologies shines a spotlight on three of its most innovative products to date.


President’s Message

Marketing Column

Association/Member News

Industry Updates

New Products

Educational Training Opportunities

4 Today’s Lighting Distributor | SUMMER 2017

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Today’s Lighting Distributor magazine is published four times a year for NAILD members in conjunction with Creative Marketing Alliance.

PublisherJeffrey [email protected]

Executive EditorErin [email protected]

Advertising ManagerJude [email protected]

Managing DirectorKenneth [email protected]

Managing EditorJennifer [email protected]

Staff WriterGreta [email protected]

Creative DirectorDave [email protected]

Marketing ManagerKelsey [email protected]

Production ManagerScott [email protected]

Advertising Index

ARVA, LLC ................................................................................................................................11

EiKO Global, LLC .........................................................................................................Back Cover

Forest Lighting USA ...................................................................................................................5

Halco Lighting Technologies .....................................................................................................13

Keystone Lighting Technologies ....................................................................... Inside Back Cover

Sylvania (Ledvance) ......................................................................................... Inside Front Cover











FEATURE SUMMER 2017

he lighting industry is undergoing a transformational change. Customers are demanding innovative thinking and new insights. Employees are expected to handle new customer needs and provide solutions

that will positively impact business.

Lighting distributors left wondering how they can foster entrepreneurial attitudes in their employees that will help generate innovations to set their business apart need to look no further than the National Association of Innovative Light-ing Distributors (NAILD).

In response to the current industry trends, NAILD has expanded its educational offerings to include training for selling lighting to four distinct market segments and training for selling lighting controls.

Over the years, NAILD’s Lighting Specialist (LS) Training Program has earned the Association a reputation for leading lighting industry knowledge. Throughout the industry, LS certifi-cations are known for creating more effective employees.

The first LS program, LS I, is geared toward staff members new to the lighting industry; new hires who may have distribution experience, but not in lighting; counter, customer service and warehouse staff and inside and outside sales employees. This program was designed to help employees understand how and when to transition customers from traditional technologies to solid-state lighting (LEDs). LS I offers a unique combination of expert technical instruction and hands-on field experience in real-life settings delivered through a user-friendly, self-paced online approach.

Lighting professionals can now focus their expertise on specific market segments through NAILD’s reimagined LS II program. Choices of market specialties include retail (R), industrial (IL), office (O) and educational (E) facilities.

The systematic, self-paced, online LS II program includes five modules that all registrants must complete, followed by a choice of market specialty. A participant may choose to com-plete all four market segments and receive an LS II certificate

or complete a single market specialty to earn either an LS-R, LS-IL, LS-O or LS-E certification. The course includes workbook exercises, practical activities, field trips, quizzes and a final exam. Participants are encouraged to work closely with a coach. The market-specific portion includes creat-ing a proposal for a client, with topics such as evaluation, schematic design and development, financial analysis and contract and bidding.

“The LS II program is about how to talk with customers, uncover what they need, what they value and then look at what motivates them to take action,” said program creator Paul Hafner, LC, who has worked in lighting and energy conservation for the past three decades.

“People in our industry are mostly in the product business,” Hafner said. “They’re focused on reducing the electrical spend. That’s not what we’re trying to teach people with LS II. We’re trying to help people understand what lighting does and how it can help businesses reach institutional goals and boost profits.”

Now that the lighting controls market is expanding, creating good sales opportunities for lighting distributors, NAILD is introducing LS-Controls (C).

Completing this course enables lighting professionals to:

• Identify control strategies and match them to applications.

• Build packages of equipment that satisfy these strategies.

• Identify methods used to connect devices within a system.

• Predict how various light sources behave while being controlled, including LED.

• Design a lighting control solution.

• Locate utility rebates.

• Participate in the commissioning process.

A brand-agnostic and technology-neutral training program covering the basics of lighting controls, LS-C can help lighting professionals speak to customers and suppliers with competence and confidence. The on-demand, online training

DRIVE SALES, RESULTS WITH EXPANDED LS TRAINING

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program is supported by workbook exercises, hands-on activities, online quizzes, in-house coaching and a fi nal exam.

“LS-C is the perfect complement to NAILD’s best-in-class training programs,” said Robin Watt, NAILD president. “Whether you are relatively new to the industry or have been selling lighting for decades, we all need to get up to speed on this new technology in order to effectively serve our customers.”

LS-C training includes four modules:

• Introduction to Lighting Control: An overview of the funda-mentals and goals of lighting control, popular control strategies defi ned by different inputs and outputs, control zoning and the elements of an effective lighting control solution.

• Controlling Light Sources: A discussion of common control effects of switching and dimming and their effect on the behavior on incandescent/halogen, compact and linear florescent, induction, HD, LED and light-emitting plasma sources.

• Lighting Control Equipment: An extensive discussion of

popular types of lighting control equipment including occu-pancy sensors, control panels, light sensors, dimming controls, intelligent control and device communication and protocols.

• Design and Application: A step by step presentation of the process of delivering lighting control strategies to spaces, covering owner requirements, control narrative, design devel-opment and commissioning.

The U.S. Department of Energy predicts that one-third of all LED energy savings by 2030 will come from the use of lighting controls. Lighting distributors who can knowledgably pair controls with LED upgrades will increase sales and be more competitive. More so than lamps and luminaires, controls are highly sensitive to the application. Effective employees will know how to select the right control strategy, develop a control narrative and apply products to applications.

For more information about NAILD’s LS training programs, visit NAILD.org/training.

By Jennifer Kohlhepp & Greta Cuyler

CONNECTED LIGHTINGCONNECTED LIGHTING


GOES BEYOND ILLUMINATION

CONNECTED LIGHTINGCONNECTED LIGHTING

NAILD.org 9

COVER STORY SUMMER 2017By Jennifer Kohlhepp

When people ask what’s next in the lighting industry, the answer is connected lighting.

In connected lighting systems, light points are connected to an intelligent system to deliver both

high-quality, reliable illumination and pathways for information and services.

When used in commercial development, connected lighting can help building managers save energy;

enhance employee comfort, productivity and safety; collect real-time data on lighting system opera-

tions; drive customer choices; improve building operations and enhance human experiences.

continued on page 10

Luminaires that are integrated into an IT network can share information about their status and operations. When outfitted with integrated sensors, each luminaire becomes a point of intelligence that can share information on occupancy, activity patterns, as well as changes in tempera-ture, humidity and daylight levels.

By integrating wireless communications into the lighting system, commercial building owners can deliver location-based services via mobile apps to people in illuminated spaces.

“Connected lighting is beyond just lighting controls,” Mark Roush, principal of Experi-ence Light LLC and past president of the Illuminating Engineering Society, said. “It’s beyond illumination.”

For example, the lighting industry has been making and selling occupancy sensors, which provide automatic lighting control for increased energy savings, for years.

“They are just obedient devices,” Roush said. “There’s no intelligence behind them. Connected lighting is about adding intelligence.”

For example, when connected lighting records occupancy information over any

given period of time, trends such as human traffic patterns emerge. By knowing patterns like these, commercial building owners can anticipate and respond to people’s needs.

“That’s the long and short of it,” Roush said. “It’s providing control and also a two-way communication system to gather information and respond to it to add convenience.”

Convenience is created when connected lighting betters energy-efficiency, betters space utilization and betters worker productivity.

“It all comes back to convenience, but if you put a number on it you get a whole new level of understanding and you can calculate your return on investment and we all have to get smarter about the return on investment,” Roush said.

At The Edge in Amsterdam, a state-of-the-art Philips connected lighting system helps create a more comfortable, produc-tive and sustainable office environment.

“You can watch a video (www.youtube.com/watch?v=z3YWl1F6caM&t=3s) that will give you the bigger picture of integrating all of these systems together,” Roush said. “The project takes controls

GOES BEYOND ILLUMINATION

http://www.youtube.com/watch?v=z3YWl1F6caM&t=3s

http://www.youtube.com/watch?v=z3YWl1F6caM&t=3s

COVER STORY


and lighting beyond illumination.”

A key aspect of the sustainable design of The Edge, which is a multi-tenant offi ce building, is the connected lighting system, which enables employees to personalize the lighting and temperature at their workspaces via a smartphone app. The system also provides data on activities in the workspace that helps further reduce the carbon footprint.

The connected lighting system in The Edge saves $110,000 per year on elec-tricity and $3.7 million per year in space utilization.

“This is a very different way of looking at the lighting world,” Roush said. “These advanced systems deliver further value.”

Connected lighting systems are also being used in retail establishments to provide location-based services to cus-tomers. For example, the lighting system can tell, through informational mapping, when a customer is standing by the bulk lettuce and via a smartphone let the cus-tomer know that bag lettuce is on sale.

“You can drive purchasing behavior through location-based services,” Roush said.

Connected lighting systems with location-based services can also reduce wasted time in an office. Research shows that employees waste about 15 minutes per day looking for meeting spaces. Location-based services could be used to triangulate the location of the meeting attendees and fi nd the nearest room to accommodate them.

“You can start to put numbers to that and see that 15 minutes per day equates to $2,200 per year per employee based on an employee with benefi ts who makes $100,000 per year,” Roush said.

Occupancy sensors in connected lighting systems could also determine how many employees enter an office building through the side entrance versus how many use the front entrance. The entrance with the most human traffi c is likely dirtier at the end of the day and in need of more cleaning. Connected lighting systems could help the building

manager determine how to best allocate resources, such as janitorial services.

Connected outdoor lighting can provide an equally impressive return on invest-ment. Commercial parking lots and garages are unoccupied 80 percent of time, but are lit for the highest level of traffi c 100 percent of time.

“A commercial parking lot can be dimmed to 50 percent,” Roush said. “In many cases, it can be dimmed to 30 per-cent and in lots of cases to 10 percent. Can you imagine how much lighting that is? There are seven parking spaces for every human in North America. If you dim them on average down to 30 percent 80 percent of the time, we’re talking about a fascinating amount of energy that can be saved.”

Roush continued, “My father used to say turn those bathroom lights off! My father knew he was paying for light in unoccupied spaces. He knew the con-nection between a spinning meter and money in his pocket. If we could get more commercial audiences fully aware,

NAILD.org 11

vast amounts of money would be left on the table. Put the energy-efficiency part and space utilization part and worker productivity part all together and there is a higher paradigm shift in the way the world is going.”

How can connected lighting work?

“When you want two-way communica-tion and you have LEDs, how can you make it work,” Roush said. “By adopting old technology.”

Power Over Ethernet (PoE) has been around for years. Office phones use PoE.

“All you need to do to make lighting leverage this technology is instead of

using 7 watts, use slightly larger loads. Instead of 7 watts, go to 40 watts. In higher spaces, using 60 watts will soon be available with an eventual 90 watts or so for industrial not far behind. PoE is a time-tested mature system that can power lighting equipment.”

“It’s absolutely fascinating and we have to get on top of it as an industry and provider of services,” Roush said.

While other industries are very excited about two-way communication and the question remains what industry is going to own it, the good news, Roush said, is that lighting is an art that requires special differentiation in every office,

classroom, hotel, retail store, etc.

“As long as there is differentiation, there has to be an expertise in putting together a lighting system that will prevent other companies from taking over,” Roush said.

With regard to lighting distributors’ role in connected lighting, Roush said, “Lighting distributors have got to get on top of this. I’m intentionally saying this to scare the hell out of them—to light a fire under their commercial rear ends. If they’re not on top of this, not delving into it already, they’re behind the eight ball.”


Environmental Lighting Service (ELS) is

a family-owned business in Grand Prairie,

Texas that specializes in electrical,

lighting and sign service, maintenance,

upgrades and repairs including LED

retrofits and installs along with new

construction electric.

Less than 10 years old, ELS is a young

company that started during the

recession in 2009.

“ELS was able to grow during the reces-

sion, and we have established ourselves

in certain Texas markets as the premier

electrical, lighting and sign contractor

with detailed knowledge and capabilities

in these multiple facets,” ELS President

Jarad Bailey said.

While most companies work in one

field, ELS covers three and does so with

the same expertise as other firms that

only perform one skill.

“We are equally capable in all three

businesses due to our staff and tech-

nicians,” Bailey said. “Our team is

extremely diverse with full construction

electricians to sign journeymen; we

have the right people for the right job.”

Along with Bailey, key members of the

company’s executive management team

are Operations Manager Randy McElvany

and Service Director Victor Medina.

What makes ELS unique is that it has

implemented the National Association

of Innovative Lighting Distributors

(NAILD)’s Lighting Specialist (LS) I

certification for all office personnel.

The LS I training and certificate pro-

gram provides NAILD members with a

measurable and systematic way to help

educate staff, recognize achievement

and strengthen knowledge of lighting

fundamentals. The LS I program helps

build staff confidence and competence

in talking with customers about light-

ing products and guiding their buying

decisions.

“We have found that this certification

helps all team members as it brings the

lighting language into the office and out

of the work orders that we see every

day,” Bailey said. “Our teams are better

able to communicate with one another

with regard to product and its uses;

this creates a host of benefits across

all skillsets.”

ELS currently serves all of the major

cities in Texas including Houston, Austin

and San Antonio, as well as surrounding

states with energy consultation, lighting

retrofit projects and electrical and

lighting rollouts.

“ELS’s biggest opportunity would be our

market, Texas, and the influx of people

coming to this great state,” Bailey said.

“We see this as something to embrace

as it will grow our cities and bring

additional work for us to provide our

services including LED upgrades and

electrical, lighting and sign service.”

When asked what business challenges

or concerns ELS is working to over-

come, Bailey said, “ELS is faced with

many of the same challenges that other

skilled labor companies face, finding

enough of the right skilled technicians

to perform the work. ELS is not a large

company that can create its own multi-

faceted training program and create its

own skilled labor. We must rely on the

colleges, trade schools and the labor

market to provide us with the higher-

skilled labor that we require.”

The company joined NAILD to take

advantage of its LS training.

“We felt that the LS I certification was

the right fit for a lot of our office staff

and would greatly benefit our company,”

Bailey said.

For more information, visit

elslight.com.


ELS Takes Three-Prong Approach to Business

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MEMBER PROFILE SUMMER 2017

One of ELS’s aerial-service techs helps keep the lights operating. The company joined NAILD to take advan-tage of its Lighting Specialist training.

ELS’s central Texas service team with one of the company’s aerial trucks.

ELS’s Wilkie 72R crane at a job site with the Margaret Hunt Hill Bridge in Dallas in the background.


KEYSTONE TECHNOLOGIES: LIGHT MADE EASYKeystone Technologies was founded in Philadelphia more

than 70 years ago when fl uorescent lighting was just becom-

ing a popular, energy-effi cient alternative to incandescent.

For many years, the company focused on manufacturing

ballasts and transformers, quickly becoming a strategic

supplier for original equipment manufacturers and later for

electrical and lighting distributors.

With the advent of light-emitting diode (LED) technology,

Keystone expanded its product offering beyond ballasts to

include LED drivers. This was a natural transition for the

company as drivers are similar in role and design to ballasts.

Keystone was able to apply years of expertise in ballast

manufacturing to quickly develop high-quality drivers for a

wide variety of applications.

Keystone’s business grew significantly along with the

demand for LED drivers and the company soon started

producing its own modules and light engines, which

enabled it to customize complete LED systems to meet

individual customer demands. Keystone is a primary supplier

for a variety of original equipment manufacturer accounts

that have diverse needs and product requirements.

Eventually, a Keystone engineer slipped an LED board into a

tube and Keystone’s LED lamp business was born. Keystone

saw immediate success with both SmartDrive (plug and

play) and DirectDrive (ballast bypass) technologies. The

company has established itself as a leading resource for

an ever-growing list of LED lamp types, including linear,

compact and high-intensity discharge lamps. Keystone has

a team of engineers working diligently on research and

development to bring the latest in LED lamp technology

to market.

Keystone is a back-to-back winner of the “Best Ballast/

Driver” and “Best Overall” categories in the Product Sprint

at the National Association of Innovative Lighting Distribu-

tors (NAILD)’s Annual Conference. The company won in

2016 with its Future Fit LED retrofi t kits and in 2017 for the

SmartSafe LED Emergency Back-Up Kit.

SmartSafe LED Emergency Back-Up

Keystone’s SmartSafe is an innovative and easy-to-install

family of solutions that enable the incorporation of emergency

lighting capabilities into a broad range of direct-wire LED

tube, fl uorescent and standard LED fi xtures.

“We’re thrilled that our SmartSafe line was recognized at the

recent NAILD conference for the value it brings to distributors,

contractors and end-users alike,” noted Josh Brown, Key-

stone’s vice president of distributor sales. “Our SmartSafe

kit includes not only the battery and LED driver, but also an

LED module, making it possible to add emergency lighting

capability to almost any LED or fl uorescent light fi xture and

ensure reliable and continuous lighting operation in the

event of a power failure.”

HID Replacement Lamps

Keystone has designed

a new horizontal LED

lamp option to replace

HID lamps in shoebox,

canopy and wall pack

applications.

“While our new lamp

resembles a standard

corncob, it’s actually

NAILD.org 15

FEATURE SUMMER 2017By Jennifer Kohlhepp

engineered to transform into a horizontal lamp. The light

output is directed 180 degrees downward, which is com-

pletely different than a traditional corncob that directs light

outward a full 360 degrees,” Brown explained. “It’s really

getting a lot of attention. It appears to be a product people

are familiar with, and then it transforms into something new.

We already have a lot of demand for this horizontal lamp.”

T8 LED Tube

Keystone’s DirectDrive 0-10V Dimmable T8 LED Tube was

introduced at LightFair in May 2017 as a replacement for

conventional fl uorescent tubes.

The dimmable LED tube is the first of its kind in the

marketplace. It’s the ideal solution for upgrading from

fl uorescent to LED when dimming is a required lamp feature.

The DirectDrive dimmable tube bypasses the ballast com-

pletely, eliminating the need for an expensive dimming

ballast. According to Brown, “The tube provides amazing

dimming performance as well as the energy savings and

much longer lifetime expected of LED tubes.”

With regard to what innovative products the lighting industry

will see from Keystone in the future, CEO Ira Greenberg said,

“Keystone is fully committed to the research and development

of new products and to bringing visionary LED solutions to

our customers.”

For more information, visit keystonetech.com.


By Jeffrey Barnhart

Companies can use search engines to drive targeted traffic to

their websites and convert visitors into new customers.

Search Engine Optimization (SEO) is a method of writing and

building web pages that allows them to rise in search engine

rankings.

Search engines like Google use an algorithm to rank search re-

sults. The algorithm can and often does change without warning

to provide web users with the most valuable solutions to their

queries. Companies have to adapt to the changes in order to rise

in search engine rankings and maximize the number of visitors

to their websites.

The following are guidelines regarding some of the most recent

changes in the algorithms search engines use. Adopt some of

these tactics and your website will be well on its way to the top.

1. Avoid simple website builders.

The simpler and less expensive out-of-the-box solutions to

creating a website tend to be the upfront option for companies,

but it’s the longer term that you need to keep in mind. With

WordPress, you can customize your website URLs to match what

people are searching for online. An example of a WordPress URL

is Millersparts.com/lightingcomponents. Other programs won’t

offer you much choice over your URL wording. They simply

fill in random numbers. So, a potential customer searching for

lighting components may never see your website in their search

results. And if they can’t find your business, they will likely never

become a customer. If your business converts from a WordPress

website to an off-the-shelf option, your website builder most

likely won’t have the functionality to automatically redirect old

web page searches to your new site. Dead website links mean

your business will rank further down in search engine results

and possibly be classified as “suspicious” by Google.

2. Learn some simple SEO techniques. Better yet, hire a web developer to help you.

Search engine algorithms can change at any time, without

warning, and the ramifications of those changes can be devas-

tating if you don’t keep up by adjusting your website. For now,

learn what header (H1) tags are on your page, why they need

to exist and when you need to use them in your webpage copy.

Also, learn how to read your analytics. Know what keywords are

working for you and how people are finding your website. Keep

up with what’s working and tweak what’s not working. Those

who don’t have the time or resources to dedicate to staying on

top of changes in search algorithms should leverage the skills of

a talented developer to achieve results.

3. It has to be mobile-friendly.

Most people these days conduct the majority of their online

activities on mobile devices. Search engines are catering to

smartphone and tablet users now and penalize websites that are

not mobile-friendly with lower rankings in search results. People

leave a site if it is not mobile-friendly or if it takes more than

three seconds to load. These trends make it imperative for your

website to be mobile-friendly.

4. Longer content is better.

When it comes to SEO, search engines now rank longer content

higher in results. Posts should range between 900 and 1,200

words to position your company as a thought leader in its

industry. Long-form copy provides a higher conversion rate and

better quality leads. However, you should not write simply to

meet a word-count formula. Don’t puff a piece up with useless

information. Write to connect with your readers and utilize

photos, graphics, gifs and videos when appropriate to maximize

their engagement.

RISE TO THE TOP OF SEARCH ENGINE RANKINGS WITH SEO

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FEATURE SUMMER 2017

RISE TO THE TOP OF SEARCH ENGINE RANKINGS WITH SEO

5. Keywords are no longer key.

The first time you use a keyword on your page, a search engine

recognizes it and starts to understand the topic of your content.

The search engine gets an even clearer idea of what you’re

talking about the second time you use a keyword. However,

the value of a keyword doesn’t increase the more you use it.

While it’s still important to use keywords to help your target

market find your website, you should also focus on creating

content with related words and phrases that answer questions

web searchers are asking. It’s also important to note that more

people are using voice commands to conduct searches using in-

telligent assistants like Siri. Algorithms are responding to these

types of searches, rewarding specificity and answers to longer

queries with higher rankings. Try answering questions such as,

“Where can I find lighting fixtures in Rosemont?” rather than

simply using keywords such as “lighting” and “Illinois.”

6. Use video.

Video drives SEO results due to the effort and time it takes to

create them. So, create online videos to showcase your expertise

and engage your audience in an entertaining way. Video content

should solve problems and/or provide new information.

Transcriptions of your videos can also boost website search

engine rankings.

Follow these tips to create what Google and other search

engines consider a good website, one worthy of a high ranking

in their search engine pages. Higher ranking means more

visitors and ultimately more customers and sales.

About the Author: Jeffrey Barnhart is president and CEO of Creative Marketing

Alliance (CMA) of Princeton Junction, New Jersey. CMA is a full-service, award-winning

strategic marketing and integrated communications firm. Contact CMA at

[email protected] or 609-297-2235. For more information on how CMA can

help you with your marketing needs, visit CMAResults.com.


NAILD’s next webinar “How to Search

the Qualified Products List,” will

take place at 1 p.m. on Tuesday,

July 18. A DLC representative will

explain how to use the DLC website and search

the Qualifi ed Products List (QPL) to help businesses

having trouble confirming if a product is qualified,

either to help provide rebates to customers or to verify

a manufacturer’s claim. The 30-60-minute webinar will

allow offi ce staff who weren’t able to attend NAILD’s

Annual Conference to have some interaction with

DLC’s program and have specifi c questions answered.

Stay tuned for more communications from NAILD

Headquarters coming to your inbox.


ASSOCIATION/MEMBER NEWS SUMMER 2017

23 Graduate NAILD Lighting Specialist ProgramNAILD continues to enroll NAILD, IMARK and NEMRA members, as well as many others within in the industry, in its Lighting Specialist (LS) I and LS II certifi cation programs. Those who graduate from either course receive the appropriate certifi cation and pin and are invited to use the proper appellation (NAILD LS I or NAILD LS II) on their business cards and marketing materials.

Congratulations to the following LS I grads:

Greer Evans, Edwards Supply Co.

Adam Kaucher, Keystone Technologies

Anna Lei, Green Creative

Karisha Losada, Green Creative

Ricky Lopez, Green Creative

Andre Johnson, Lighting Supply Co.

Marion Franz, Ewing-Foley Inc.

Ryan McConnell, Summit Electric Supply

Shawn Lewandowski, ProLighting

Michael Cleaver, CBMC Lighting Solutions

Vanessa Salcedo, CBMB Lighting Solutions Inc.

Dustin Watson, American Wholesale Lighting

Elizabeth Toktay, ShineRetrofits.com

Kim Bailey, Environmental Lighting Service

Brian Schmutz, Keystone Technologies

Jesus Ramirez, Environmental Lighting Service

Deneen Schoenke, Premier Lighting

Colin Martin, CBMC Inc.

Chrishawn Moore, Environmental Lighting Service

Victor Medina, Environmental Lighting Service

Leigh Kluthe, Kennewick Industrial & Electrical Supply Inc.

Trevor Lewis, Summit Electric Supply

Meghan Ewing, Loyd’s Electric Supply Inc.

NAILD LS II can be the next step for those who have successfully completed NAILD LS I. For more information about both certifi cation programs, visit NAILD.org.

NAILD Revamps Annual ConferenceNAILD’s 2018 Annual Conference is bringing greater education to you!

Educational session topics will include horticultural lighting, controls, lighting design and building protocol codes. Also learn about where the lighting market is, where it’s going and more.

“The new Annual Conference format increases the number of educational sessions to help position attendees as leaders in the marketplace,” NAILD President-Elect Cory Schneider said. “And don’t miss out on great networking with old friends, opportunities to make new ones and creating lasting business relationships.”

NAILD will still hold its signature Organized Casual Conferences (OCCs), which give distributors and manufacturers the chance to meet in intimate one-on-one settings.

Manufacturers will also be showcasing their latest and greatest products at the Table Top exhibition, which is a remodeled interactive space for attendees to meet and discuss potential business deals and solidify existing relationships.

NAILD will be in Palm Springs the week of Feb. 12, 2018. Make sure you plan on attending.

Stay tuned for more information on the hotel, registration and more. We hope to see you there.

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INDUSTRY UPDATES SUMMER 2017

Forest Lighting Partners with EnOcean Lighting Controls

Forest Lighting, of Atlanta, Georgia, has announced it has signed an agreement to sell EnOcean lighting controls when customer applications require dimming, daylight harvesting and similar control opportunities. EnOcean holds multiple patents covering energy-harvesting wireless technology. EnOcean’s wireless lighting control devices do not require batteries during their lifetime operation. EnOcean controls will be broadly applied in Forest Lighting’s new LED troffers, LED flat panels and other lighting fixtures, which are in great demand in commercial, institutional and retail markets. Both retrofit opportunities and new construction projects are experiencing rapid growth in sophisticated lighting control systems.

For more information, visit www.forestlighting.com.

Halco Lighting Hires Vice President/General Manager for J&J Electronics

Halco Lighting Technologies, of Norcross, Georgia, has welcomed Samir Shah as vice president/general manager for J&J Electronics. Halco Lighting acquired J&J Electronics, a manufacturer of pool, spa, and fountain lighting products, in November 2016. Reporting to President and CEO Kim Cook, Shah will be assuming leadership of the J&J business unit as Jim Rafferty, current acting president of J&J Electronics, transitions out of the business over the next several months.

Shah joins Halco with more than 25 years of general management leadership experience and was most recently the global marketing and international sales executive for Rain Bird Corp. Before Rain Bird, Shah held engineering leadership positions with Anheuser-Busch, GE Appliance and Ingersoll Rand.

“We are excited at the breadth of experience Samir brings to J&J Electronics and look forward to his contribution in continuing

to grow and expand this business that Jim Rafferty built,” said Cook.

Samir has a master of science in mechanical engineering from Virginia Polytechnic Institute and State University and bachelor of science in mechanical engineering from the L.D. College of Engineering from Gujarat University.

For more information, visit www.halcolighting.com.

Lutron Announces Alliance with Google Home

Lutron Electronics, of Coopersburg, Pennsylvania, has announced a new integration with Google Home that allows homeowners to easily control their Lutron Caséta Wireless, RadioRA 2 and HomeWorks QS lighting systems using the Google Assistant. Now, with a few words, homeowners can have hands-free assistance controlling lights in their connected homes.

“Lutron continues to work with best-in-class companies to enhance our customers’ connected home experience. This latest integration with the Google Assistant reinforces Lutron’s leadership in the connected home space,” said Ed Blair, senior vice president at Lutron Electronics. “With Google Home’s voice-powered Google Assistant, customers can interact with and direct their connected homes easier than ever, and for today’s busy families, this service is invaluable.”

For more information, visit www.lutron.com.

MaxLite Announces 10-year Warranty on LED Lighting Fixtures

MaxLite has introduced a 10-year warranty on MaxLite LED indoor and outdoor lighting fixtures that includes coverage for parts and labor.

MaxLite’s new 10-year warranty covers parts and labor on most MaxLite LED indoor and outdoor fixtures, which can be installed in a variety of commercial

and industrial settings, including offices, hospitals, schools and universities, hotels, retail centers, warehouses, manufacturing plants, parking facilities and gas stations.

For more information, visit www.maxlite.com.

Osram Acquires Lighting Services Provider Maneri-Agraz

Osram has strengthened its service business in the United States and acquired the business operations of Houston, Texas- based Maneri-Agraz Enterprises, a national provider of energy-efficient lighting solutions in commercial and industrial facilities.

Maneri-Agraz’s client base includes large food and beverage manufacturing and distribution facilities, as well as technology companies and aerospace facilities. Maneri-Agraz will be part of Osram’s service division Sylvania Lighting Solutions (SLS), which is a segment of Osram’s Lighting Solutions business unit.

The deal allows Osram’s service business to increase its reach in the south and southwest regions of the United States in the commercial and industrial business sectors.

For more information, visit www.osram.com.

Summit Electric Supply Names Kevin Powell as President

Kevin Powell

Summit Electric Supply, of Albuquerque, New Mexico, has announced that Kevin Powell has joined the company and will serve as its president. Powell was previously the CEO and president for

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an employee-owned regional electrical distributor. He will report to Chairman and Chief Executive Officer Victor Jury Jr. and be based out of Summit’s Albuquerque, New Mexico corporate headquarters.

“I’ve respected Kevin, and his achievements in our industry, for many years. I’m very excited for the opportunity to work with him at Summit,” said Jury Jr. “I am confident that, with Kevin’s leadership, Summit will continue to be an industry innovator and the preferred partner for our customers, associates and vendors.”

With responsibilities over sales, marketing, operations, purchasing and talent management, Powell will develop and execute strategies for significant, profitable growth in both existing and new markets. With a strong background in building and defining corporate culture, Powell will also work to create a market leading company that is the best place to work and do business in the industry.

“I have known Vic Jury as an industry leader and admired Summit as an innovative organization for many years,” said Powell. “I’m excited to be here and I’m looking forward to working with Summit’s dedicated associates to achieve our full potential.”

Powell has a proven track record building award-winning cultures, developing strong teams, growing sales and increasing market share. He has served on the boards of Supply Force, Vanguard National Alliance and several nonprofit organizations, as well as on the National Association of Electrical Distributors Strategic Planning Committee. The companies he ran won “Best Place to Work” awards seven times and “Coolest Place to Work” awards twice.

Powell holds a degree in industrial engineering from Marquette and an MBA from the University of Wisconsin. He began his career as a senior sales engineer for

an international manufacturer before entering the distribution field as an inside salesman. He then advanced to positions in outside sales and branch management before moving up to executive roles as vice president and president. He most recently served as president and CEO of a midwestern electrical distributor before assuming his new role as president at Summit.

For more information, visit www.summit.com.

Thayer Hires New Energy Advisor

Steve Rapp

Thayer Lighting Inc., of Rockville, Illinois, has welcomed Steve Rapp in the new role as energy advisor. He has worked with Thayer for the past five years as a part-time independent sales representative, establishing relationships with other business leaders, providing customer service from initial contact to quote to installation and completing more than 200 lighting and retrofitting projects throughout Winnebago, Boone, Ogle and Lee counties.

He received his education from the University of Wisconsin, Northern Illinois University and Rock Valley College. He previously worked as a career management specialist at Rock Valley College and job development specialist at Rock River Training Corp. Most notably, he served as president of Camelot World Travel and has been village president of the Village of Timberlane since 1995.

For more information, visit www.thayerlightinginc.com.

Universal Hires North American Director of Field Applications Engineering Team

David Skinner

Universal Lighting Technologies, a member of the Panasonic Group in Nashville, Tennessee, recently announced the appointment of David Skinner as director of field applications engineering for North America.

Skinner possesses more than two decades of electrical engineering and management experience. His background includes creating LED module, driver and control solutions to meet performance, cost and efficiency targets. In previous roles, he has led high-performance field engineering teams, defined innovative products and implemented system-level solutions with customers.

Skinner will oversee Universal’s Field Application Engineer team, which is a technical resource team supporting solid-state lighting (LED) system optimization for projects across the country. Skinner will work with lighting designers and customers to demonstrate the flexibility of Universal’s lighting components in a wide range of applications.

“David has extensive expertise with today’s lighting technologies,” said Joe Damiani, executive vice president of sales and marketing at Universal Lighting Technologies. “His knowledge and diverse background in power, lighting, systems engineering and design will support the application of Universal’s entire product line, particularly the EVERLINE LED family.”

For more information, visit www.unvlt.com.

INDUSTRY UPDATES SUMMER 2017

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NEW PRODUCTS SUMMER 2017

Green Creative Launches STRIP QWIKLINK Series LED Luminaires

Green Creative has released its STRIP 4-inch 38.5-watt (W) and STRIP 4-inch 22.5W linear fixtures.

Part of Green Creative’s new QWIKLINK Series,

these linear luminaires feature the QWIKLINK connection system to easily and seamlessly connect up to 64 inches of fixtures. This connection system includes the QWIKLINK connector for end-to-end fixture connections, the QWIKLINK cable for distant fixture connection and the QWIKLINK sensor for occupancy sensing and dimming for a single fixture or entire row. Each connector provides a 120-277-volt (V) line voltage and 0-10V dimming connection between fixtures.

Each STRIP fixture installs quickly and easily. The light engine safety cable allows the whole product to be installed at once. Multiple knockouts located on each fixture allow for flexibility when wiring, regardless if the main input enters from the back or side of the product.

Both fixtures can be surface mounted using a J-box plate or suspended using aircraft cables. A QWIKLINK sensor which integrates with a single fixture or an entire row for occupancy sensing and dimming is also available.

All fixtures come with a 100,000-hour lifetime and 10-year warranty and are available in 3,000 kelvin (K), 3,500K, 4,000K and 5,000K.

For more information, visit www.greencreative.com.

MaxLite Offers New Series of Area Lights

MaxLite has expanded its line of LED lighting for hazardous locations with a new series of area lights designed for superior durability and performance in challenging industrial environments.

MaxLite Hazardous Location Area Lights are marine grade

and certified for use in Class I, Division 2 and Class II, Division 2 spaces such as wastewater treatment plants, petrochemical facilities and docks. Constructed with a die cast aluminum housing and tempered glass lens, the IP66-rated lights are built for lasting

durability and performance in wet corrosive environments. Max-Lite Hazardous Location Area Lights are engineered to perform in temperatures of up to 140 degrees Fahrenheit (60 degrees Celsius), making them an ideal choice for applications requiring high temperature ratings.

MaxLite offers the series in outputs of 9,000 and 18,000 lumens to replace traditional metal halide fixtures of up to 400 watts. The LED luminaires consume 50 percent less energy than conventional fixtures and are virtually maintenance-free with a lifespan that ex-ceeds 100,000 hours at L70 standards. MaxLite issues the 80- and 150-watt area lights with a 10-year warranty that covers parts and labor. Additionally, the luminaires are DesignLights Consortium (DLC) Premium listed, qualifying for the highest levels of utility rebate incentives available.


MaxLite Introduces Wireless Lighting Control System

MaxLite’s IntelliMax wire-less lighting control system integrates seamlessly with MaxLite LED luminaires and building systems to enable facilities to save energy and customize

light using popular controls such as occupancy sensing, dimming and daylight harvesting. IntelliMax is ideal for new construction and retrofit applications, from single rooms to full buildings, where wiring would be costly or complex. Powered by Cortet wireless technology, IntelliMax is easily merged with HVAC, shade control and other building systems for scalable energy savings.

The control system is comprised of IntelliMax-enabled LED luminaires, plus IntelliMax devices, such as gateways, relays and sensors and commissioning software. The system’s ZigBee-based protocol enables expansion using IntelliMax-certified components from other manufacturers. Simple to set up, commission and use, IntelliMax can operate independently or connect to the cloud for robust data collection and reporting.

IntelliMax systems and MaxLite LED luminaires are backed by warranty assurance and lifetime technical support.


Keystone Proclaims Readiness for DLC 4

Keystone Technologies, of North Wales, Pennsylvania, offers a fully-compliant DesignLights Consortium (DLC) 4 tube line up. The company’s high-performing DirectDrive and SmartDrive LED

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tubes have been engineered to exceed the latest, stringent requirements for listing with DLC.

The DLC is a nonprofi t organization, dedicated to accelerating the widespread adoption of high-performing commercial lighting solutions. The DLC promotes energy-effi cient lighting products in collaboration with utilities and energy efficiency program members, manufacturers, lighting designers, and federal, state, and local entities.

According to Josh Brown, Keystone’s vice president of distributor sales, “We continue to evolve and produce exceptional LED lighting products that the market demands. Achieving DLC on so many products validates our leadership with energy effi ciency, with the quality that our customers have come to expect.”

“The progress and innovation at Keystone are thanks to the incredible efforts of our staff,” said Keystone CEO Ira Greenberg. “Keystone is fully committed to the research and development of DLC-listed products and to bringing exceptional energy and labor-saving solutions to our customers.”

For more information, visit www.keystonetech.com.

Universal Lighting Technologies Offers Diversa Sensor Line

Universal Lighting Technologies Inc., a member of the Panasonic Group, has added the Diversa sensor line to the company’s range of high-performing lighting control solutions. The Diversa line includes ceiling mount sensors, switch mount sensors, corner wall mount sensors and power packs.

Diversa options include dual-technology and passive infrared sensor (PIR) sensing products, as well as line-voltage and low-voltage products. Diversa occupancy sensors can be used for energy-saving control strategies in spaces with intermittent lighting requirements, such as classrooms, offi ces, washrooms, warehouses and many other commercial or industrial spaces. By shutting off power to luminaires in unoccupied spaces, Diversa sensors enhance energy savings of already effective systems. Additionally, these sensors are easy for contractors to install and seamlessly integrate with other controllable lighting measures.

Most products in the Diversa line are equipped with photo sensors to inhibit turn-on when adequate natural illumination exists. Some products also have dimming outputs for daylight harvest-ing, enabling dynamic control with varying degrees of natural light. These sensors may be paired with Universal ballasts or LED drivers to provide both component effi ciency improvements and building-wide reduction of energy consumption.


Universal Lighting Technologies Offers AC Direct T8 LED Tubes

Universal Lighting Technologies Inc., a member of the Panasonic Group, has introduced AC direct (ballast bypass) Type B Direct LED Tubes to the market. The tubes feature a dual-ended power connection that eliminates the need to replace lamp holders during installation.

Traditional ballast bypass lamps are powered from one lamp holder, which in most cases requires the lamp holders to be replaced with non-shunted lamp holders. The dual-ended connection confi guration simplifi es installation by connecting all lamp holders on one end of the fi xture to the “hot” lead and the lamp holders on the other end of the fi xture to the “neutral” lead. This connection allows for the use of either shunted or non-shunted lamp holders, and does not require socket bars to be removed and rewired.

The new standard series of Direct Wire LED tubes are available with 2200 lumen and 1800 lumen outputs with input powers of 17 watts and 14 watts. The Premium series reduces these input power levels to 15 watts and 12 watts for greater energy savings and effi cacies up to 150 lumens per watt.



NEW PRODUCTS SUMMER 2017

Advance University(800) 322 2086

NAILD UniversityNAILD.org or call (716) 875-3670

NAILD Lighting Specialist ProgramFor information, call (716) 875-3670

or e-mail [email protected]. To register, please visit NAILD.org and click on Lighting Specialist.

OSRAM SYLVANIA(978) 750-2464

Universal Lighting e-Learning Centerunvlt.com

The Philips Lighting Technology Center(732) 563-3600

Educational Training Opportunities

http://www.keystonetech.com




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