The MHEDA Journal - Second Quarter, 2015 - (Page 29)
Central Regional Manager
Name: Sarah Fiola
Company: Tri Lite, Inc.
Location: Chicago, IL
Photo Credit: Patrick Houdek
started my career at Tri Lite as a part-time
consultant designing an informational packet
for distributors about our LED Loading Dock
Lights and the energy rebates they could qualify
for if the customers purchased them. It was
a complex task but with my background as
a marketing-communication specialist for an
international B2B business, I was able to handle
it. After that project, I was brought in full-time
to be Tri Lite's Product Marketing Manager.
The majority of my day is spent writing for
our company website or designing marketing
materials but I always am sure to devote time
keeping myself current with the challenges that
our customers are facing.
1. Staying Current
So much of my job involves looking at
a computer screen so I try to break up
that time by reading print magazines
every day to understand the issues
and concerns that our customers are
facing in their respective segments.
I also regularly meet with Tri Lite's
engineers, purchasing agents, production, sales and customer service staff
to understand product regulations,
issues or questions customers may
have to ensure that I am representing
Tri Lite's product in a positive and
2. Personal Connection
As a marketing professional, it is natural that a lot
of my communication takes place online via email.
However, whenever possible, I try to meet with sales
contacts either in person or by telephone. Often, I'll
go on sales calls with our lead salesperson and attend
trade shows to educate customers and potential customers in person about our products and answer any
questions they may have. Above all, I think product
marketers have to care about people in general and
the customer in particular.
To stay current with industry trends and form the personal
connections necessary to succeed, a product marketer must be
naturally curious. In my position, I am constantly looking to
learn how things work and making sure that every small detail
is correct. You have to be able to identify what about your
product will work for a certain market and enjoy researching
and learning about things that you aren't necessarily ever going
to do. I have to be fluent not only with our products but with
our customer's applications as well. If you don't have that
thirst for knowledge, it could be a big task to learn.
I wear a lot of hats at Tri Lite and so my to-do lists can be quite lengthy.
I treat items on that to-do list as if they are mini projects, so organization
is key. I use Microsoft Project to keep on top of everything and provide
some accountability with deadlines and assignments. In addition to email
and the entire Microsoft Office suite, I also use e-blast software and survey
software very often when putting together marketing material.
The MHEDA Journal | Second Quar ter 2 015
Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2015
From the Desk of Liz Richards
MHEDA University Calendar
Ask Your Board
MHEDA MEMBER PROFILE Cisco-Eagle, Inc. BY STEVE GUGLIELMO
@ WORK Sarah Fiola, Tri Lite, Inc.
INDUSTRY PULSE Second Quarter Projections
GROWTH AS STRATEGY How to strategically plan and execute a growth strategy BY JERRY WEIDMANN
THE BENEFITS AND HAZARDS OF WORKING IN A FAMILY BUSINESS Having it both ways – a successful business and a happy family. BY BUDDY SMITH
Exhibitors’ List and Floor Plan
ROCK STARS CREATE UNIQUE EXPERIENCES Enhancing your value proposition BY JIM KNIGHT
WHAT DOES A WINNING SALES STRATEGY LOOK LIKE IN 2015? BY RYAN ESTIS
THE SHIFT: A FORCE OF CHANGE IN THE NEW WORLD OF WORK BY SETH MATTISON
THE SEARCH ENGINE AND SOCIAL MEDIA RELATIONSHIP BY BRIAN BLUFF
Spotlight on Association News
Index of Advertisers by Product Category
The MHEDA Journal - Second Quarter, 2015