The Soft Pitch

It used to be that that quote “Good things come in small packages” made me think of the ruby bracelet my husband bought me for our 10^th wedding anniversary. Nowadays I veer off to thoughts of an iPod Shuffle the size of lapel pin or my newest toy, a Flip Mino HD.  I decided to give it a try and jump into video blogging after I heard Brad Whitworth from Cisco talk about how the ease of use convinced a top Cisco executive to blog for employees and customers using it.

 My first try? Definitely shaky cam style. I used it to interview the judges for the Avnet Marketing and Communications Awards.  I haven’t heard of other companies doing this – but Avnet has been holding an internal awards competition for its marketing professionals for more than 10 years now.  It recognizes the best of our marketing efforts, but also encourages Avnet marketers to try new things and benchmark themselves against their colleagues globally.

 (Hold on there Avnet employees – I’m not giving away any secrets here of who won.  You’ll have to wait for the awards ceremony to learn that!)

I wanted to write about Avnet’s award for the “greening” of its data center, then I saw that one of our IT directors has written about it internally and he has provided a much better write up than I could – so this comes from Bruce Gorshe, IT Director – Data Center Operations.  The list of small and big things show, Kermit the Frog got it all wrong. It can be easy to be green, you just have to be a little bit innovative:

Green Computing, Energy Efficiency and the Data Center – Avnet won!

Avnet was selected as the winner of InfoWorld’s 2009 “Best Practices in Green Computing, Energy Efficiency and the Datacenter.”

Jennifer McConnell (Director, IT) accepted the award for Avnet at the “Storage Networking World” annual storage convention held in Scottsdale, Arizona. The award represented the cumulative efforts of multiple teams and demonstrates how Avnet is a leader in the Green IT space.

Jennifer McConnell Accepting SNW Award

The winning entry included these main points, specifically, Avnet:

• Consolidated more than 300 pieces of hardware by retiring or collapsing systems into larger vertically-scaled servers.
• Created a heavily virtualized environment with 24 VMware ESX hosts supporting 378 virtual guests
• Deployed 15 product AIX frames, representing 538 systems across only 39 physical systems.
• Installed StorageTek’s Virtual Storage Manager system to move a storage area network environment.
• Replaced older less efficient air conditioners with newer air conditioners, which were more power efficient.
• Re-foamed the ceiling of its datacenter roof and applied additional insulation.
• Installed “subzero” air flow leakage cubes and high-flow perforated tiles.
• Replaced 250 T12 lighting ballasts with more efficient T08 ballasts.
• Developed a script that would run on all desktop and laptop systems connected to the datacenter to automatically place idle systems in hibernation.

The gains from these changes included:

• Avoided spending more than $5 million to expand the power supply to its datacenter.
• Decreased power consumption by 44% per image through its vertical scaling and virtualization efforts. It also freed a considerable amount of valuable raised flooring space within Avnet’s datacenter. Avnet now has 5,000 square feet of available raised flooring, up from 1,000 square feet, allowing Avnet to avoid structural build-outs costs.
• The new room air conditioners are 20% more efficient.
• Re-foaming the datacenter ceiling and applying additional insulation lowered Avnet’s datacenter cooling costs by $7500 per year, and increased the longevity of the cooling systems and roof.
• The “subzero” air flow leakage cubes and high-flow perforated tiles helped improve air flow by 90%.
• The new power efficient lighting reduced related costs by 30%.
• By placing idle computers in hibernation during non-business hours, Avnet will save an estimated $150,000 annually. Also, it significantly reduced Avnet’s power consumption. A desktop PC consumes approximately 137 watts of electricity; however, by placing it in hibernation, it only consumes one watt.

I realize Michelle Gorel and are two of the folks here who are leading the charge into social media, with blogs, twitter, video, forums and avnetondemand.com, etc but the foundation of Avnet’s growth success is based on branding and advertising.

Advertising in trade publications still works…all these digital tactics are good but I do not believe they enhance Avnet’s brand or seek out new buyers who do not know about our values, lines, solutions and services. Print drives people to our web offerings. IF more publications fail how will we market our company in the future…spam emails or just yell from the street corners?

In fact I will give a public apology now, Avnet along with our main competitor had a tremendous negative impact on the publishing eco-system. In the past decade as we both acquired companies, we also eliminated advertisers….thus sealing the fate of many excellent publications that served our industry.

The pendulum seems to have shifted too far to digital when ads, seminars and personality are still relevant. Our 2nd X-Fest global seminar series which just kicked off is a stellar effort with Xilinix and other component suppliers to educate our customers. This old marketing tactic is still around and kicking….I remember the great open house programs Hamilton Avnet did in the 80’s. 

Again, Avnet will push the envelope with digital efforts like our AvnetOnDemand.com but our marketing approach is to also to get in trenches with our customers and suppliers with relevant training like X-Fest and some good old advertising. Stay tuned.

Several years ago, I was reading a self-help book, I really can’t remember which one –either from the guru of positive thinking Tony Robbins or from king of the one-line success quips Zig Ziglar or maybe even someone else.  It doesn’t really matter as the lesson was simply around “the most important words in the English language.” Since then, I’ve read many different versions of the same sort of list, but one of the things that strikes me is the list almost always includes “Thank You,” and so I’ve come up with my own list of the most powerful words, and it starts with “Thank You.” Those are short, simple words with a potent punch.  Sharing appreciation by saying “Thank You” makes you step out of yourself even if just for a second and acknowledge to the world that you’re not an island and others are an important part of what happens every day.  These words are so important they can make or break a marriage, because if no one appreciates you, why bother with doing the dishes after dinner or even making dinner to begin with? A sincere Thank You can let a child know how special that hand-made birthday card was to you. Or can let a friend know you appreciate them listening to your latest rant about car repairs. Or let a customer that you appreciate their business.

I was tickled last year when Avnet decided to participate globally in Customer Service Week and adopted the theme of “Just Say Thank You.”  It worked so well, we kept it this year for Customer Service Week again.  So we here at Avnet are celebrating Customer Service Week by doing our best to reach out to thousands of customers this week with a simple little message – “Thank You.”  There are videos from Rick Hamada, Avnet Chief Operating Officer, from Patrick Zammit , the president of our components group in Europe, e-card messages, internal training programs, customer appreciation events with moon cakes and balloons, and a whole lot of thanking going on internally and externally.  The point is to just say “Thank You” to our customers and suppliers for doing business with us.  We want all of you to know, that we appreciate you choosing Avnet. 

So here I am, chiming in to say “Thank You” for reading this blog.  Al and I appreciate your comments, questions and the few minutes you spend with us reading our random musing on baseball and all things Avnet.

Michelle

PS – The other most important words in the English language? Here’s my list: Please, Sorry, and Help.  Do you have a list of the most powerful words?