The Soft Pitch

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.

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