ALA Conference Program to Cover Key Industry Topics

With the 2017 ALA Annual Conference in Vancouver, B.C., just four months away, the committee has been hard at work developing an unforgettable event. The conference will feature 11 hard-hitting, cutting-edge seminars; four thought-provoking featured presentations; and numerous networking and team building activities, including the resurgence of the popular round- table networking lunch.

This year’s educational programming and featured presentations will highlight the key topics affecting the industry today.

Technology and the LED Revolution

Today, it is impossible to think about lighting without considering the vast technical changes and enhancements occurring throughout the industry. The ALA Conference Committee has placed a strong focus on addressing these topics throughout the event. Jon Sayah, president of Fleco Industries, will discuss LED lighting and the emerging opportunities this technology presents. He will address what we can expect in the next few years, how these changes will affect the residential lighting business, and new opportunities and potential business models the LED revolution offers.

Terry McGowan, FIES, LC, director of engineering and technology for ALA, will join a panel of presenters to explore lighting in the emerging connected home world. The blending of lighting and electronics in homes is well underway and is changing the way residential lighting products are designed, sold and installed. During this session, the panel will delve into what ALA members need to know about the technical aspects of connected lighting for their businesses.

Navigating the Digital World

It is only becoming more important for businesses to develop a strong website and social media pages. Recent research by the ALA BiNational Advertising and PR Program shows the majority of consumers are starting the lighting buying process online, visiting websites and social media pages for inspiration. This means it is crucial for ALA members to be visible and active online.

Crystal Vilkaitis, owner of Crystal Media, will present on what is up and coming in social media and provide a review on why video is the best way to reach and engage consumers. She will highlight the latest updates in social media and what to expect as business owners market themselves online. She will also explain how video earns businesses free reach and entices users to engage.

Additionally, a panel of ALA members will share their experiences developing online sales systems. Members will discuss basic concepts and opportunities that are a must for lighting showrooms, and also participate in a question-and-answer session on the advantages and pitfalls of online sales.

Successful Sales Strategies

Experiencing success in business means many different things and comes from a variety of places. However, there are some steadfast rules to consider in operating a business that apply to most everyone. For example, the importance of the customer experience. During conference, Ryan Estis, chief experience officer for Ryan Estis & Associates, will present on how the customer experience can accelerate business growth. Today’s customers require a sophisticated sales strategy. Ryan will share case studies that highlight how businesses can affect their bottom line with a focus on category expertise and consultative selling. Just as the lighting industry is transforming, so should business owners’ approach to leadership and the customer experience.

Mark Okun, LS, principal of Mark Okun Consulting, will also present on how the customer experience and sales process is evolving. He will discuss how today’s sales process starts long before the customer walks into a showroom, and how critical it is to place the focus on the customer.

These are just a few of the many seminars and presentations planned for the 2017 ALA Annual Conference. To view a full schedule and event details, visit ALAConference.com and click on the conference brochure. Registration and travel details are also available at the conference website.