Lighting industry veteran, Jeffrey Bristol was recently named Vice President of the newly created NEMRA (National Electrical Manufacturers Representatives Association) Lighting Division. Bristol has held executive sales, marketing, and business development roles at some of the largest manufacturers in the lighting industry. I’m honored that he granted LightNOW this interview.
Shiller: What are your goals for the new NEMRA Lighting Division?
Bristol: The lighting industry is encountering a range of challenges, particularly in the areas of advocacy, education, and networking within the specification/architectural-focused and design & build lighting sectors. One significant issue is the absence of a comprehensive organization that seamlessly integrates lighting-specific expertise with a larger infrastructure. This gap has hindered progress in addressing the unique needs of lighting representatives and the broader industry.
To address these challenges, the newly established NEMRA Lighting Division is stepping in to fill this void. As a division of NEMRA, a respected leader in the electrical and lighting sectors, the NEMRA Lighting Division will offer stronger advocacy, educational resources, and industry networking opportunities. The goal is to provide better support for all lighting agencies while also fostering stronger collaborations and partnerships between agent and manufacturer members. This initiative aims to elevate the lighting industry by delivering the specialized resources and representation necessary for success in an increasingly complex market.
Shiller: How do you plan to achieve those goals?
Bristol: By leveraging the same tools, resources, and proven strategies that have made NEMRA an invaluable asset to its members, the NEMRA Lighting Division will create a strong foundation for success. A critical component of this effort will be the establishment of the NEMRA Lighting Advisory Council. This council will consist of key industry stakeholders who will provide expert advice and guidance to the leadership team, offering valuable insights into emerging industry trends and supporting strategic decision-making.
The division will also capitalize on established relationships with manufacturers, agents, service providers, and business partners to create a comprehensive, value-added “toolbox” of resources. This toolkit will be designed to support the growth and development of lighting agents, ensuring they have the necessary tools to thrive in a competitive and evolving market. With these resources in place, the NEMRA Lighting Division will empower its members to enhance their capabilities, expand their influence, and navigate industry challenges effectively.
Shiller: What value will the new NEMRA Lighting Division deliver to the Lighting Division members?
Bristol: Key areas of focus for the NEMRA Lighting Division will include:
- Education: Providing specialized educational programs that address lighting technology, industry trends, and best practices, ensuring that members stay ahead of the curve in a rapidly evolving field.
- Advocacy: Serving as a voice for independent lighting agencies, advocating for policies that foster growth and sustainability in the lighting industry.
- Networking: Creating platforms for lighting professionals to connect, collaborate, and share insights, ultimately fostering a more integrated industry.
- Events: Organizing events, such as receptions at industry gatherings, to promote collaboration, knowledge sharing, and networking among lighting professionals.
- Growth and Development: Offering a resource center with best practices, industry research, case studies, and exclusive trends to support the ongoing professional development of members.
- Annual Lighting Summit: A unique business planning event focused on strengthening the relationship between agents, manufacturers, and service providers, tailored to the specific dynamics of the lighting industry.
Shiller: What are you seeking from the lighting industry?
Bristol: NEMRA already has strategic alliances in place with respected organizations such as NAED, NEMA, and NECA, which further strengthens the foundation for the new NEMRA Lighting Division. The support from these alliance partners, along with the enthusiastic backing from our manufacturer and distributor partners, has been overwhelmingly positive since the announcement of the division’s launch in early December.
Moving forward, NEMRA will continue to actively seek the support of key stakeholders to ensure that our manufacturer representatives and agent partners are equipped to strengthen their businesses. By fostering these partnerships, we aim to support growth and collaboration within their respective regions, helping them navigate the evolving lighting market and ensuring their long-term success.
Shiller: How do you see AAiLA integration into the Lighting Division going?
Bristol: The founders of AAILA, Jay Andrews and Billy Hodges, have been instrumental in supporting the integration of the NEMRA Lighting Division through active outreach efforts and the sharing of valuable knowledge and information. Many AAILA manufacturers and agents have already engaged directly with NEMRA Lighting and have committed to becoming part of the association.
As we move forward, we anticipate welcoming not only the current members of AAILA, but also those former members who see the value in leveraging NEMRA Lighting’s comprehensive resources and opportunities. The integration will help these members maximize the benefits offered by NEMRA Lighting, enhancing their ability to grow and thrive within the lighting industry. This collaboration will further strengthen the lighting community, creating a unified and supportive environment for all stakeholders.
Shiller: Do you have any other message for sales reps / agencies?
Bristol: NEMRA Lighting is an inclusive association committed to supporting all types of lighting agencies. This includes manufacturer representatives, design & build lighting agencies, specification and architectural agencies, as well as boutique lighting agencies. Our mission is to provide resources, advocacy, and networking opportunities that empower all of our partners to grow and thrive in their respective markets. By fostering an environment of collaboration and support, we aim to strengthen the lighting industry as a whole, helping each agency reach its full potential and succeed in an increasingly competitive landscape.
Shiller: Do you have any other message for lighting manufacturers?
Bristol: Manufacturers play a vital role in the fabric of NEMRA Lighting, and our goal is to provide them with more than just collaborative efforts, networking, and educational opportunities. We aim to offer our partners a broader, more comprehensive view of the industry, enabling them to develop stronger and more impactful strategic plans. This expanded perspective allows their representative partners to effectively implement these plans, ultimately benefiting from the resulting growth in sales and commissions.
By fostering stronger strategic partnerships, NEMRA Lighting helps create mutually beneficial, win/win outcomes for our manufacturer partners. Our focus is on enhancing relationships and ensuring that all parties involved can capitalize on the opportunities generated through collaboration and shared growth. Through NEMRA Lighting, manufacturers can expect a platform that not only supports their business goals but also promotes long-term success in the industry.
Shiller: Jeff, thank you for the opportunity to learn more about your plans for the NEMRA Lighting Division.
More information about the NEMRA Lighting Division is available here.
Image: Jeffrey Bristol, VP, NEMRA Lighting Division
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