Flexible Solutions from SONARAY

The folks at SONARAY have recently engaged with their manufacturer representative channel with a virtual training and information event entitled “Different by Design.”

In this virtual event the brand combined a product education session along with explanation of programs and company philosophy as three pillars that form the basis for SONARAY LED Lighting.

In the product training session one thing that stood out was the pillar of “adaptability” or the willingness of the company to explore solutions that other companies won’t seem to tackle either because the task is either too large or too small.

SONARAY has positioned itself as a “just right” type of brand, acknowledging that they are not the largest lighting company in the portfolio of many, but also they are not a small company, but one with significant resources and the ability to proactively respond to requests from customers and the channel.

In the product overview session there was discussion surrounding the work of the product development team and engineering in developing a number of products and enhancements to existing products to meet very specific needs. The Obi Light Bar for example has been used to form a natatorium fixture, in poultry applications to calm birds in the food processing industry (red for chickens, blue for turkey apparently has a calming effect), green versions of the lit Obi Bar for help with sea turtle migration efforts and more. Of particular interest from some attending reps was the use of Obi in applications that include those with very heavy “washdown” such as the poultry facilities or for use in car washes. The resounding message with the product portion of the event was that SONARAY has exceptional and durable basic fixtures that can be engineered far beyond “basic” uses in a short period of time.

Another fixture that drew lots of interest and questions is the flexible LumaWedge High Bay, a relatively new offering for SONARAY. With capability to add modules, available in wattages from 90 to 260-watts, and the ability to angle the modules for specific light placement, including some providing uplight and others downlight, the discussion centered not only around the proprietary fixture, but also in how the fixture was used in unique settings. LumaWedge is also now available in several finishes so the discussion became SONARAY’s ability to meld aesthetics with functionality in virtually all of its fixtures.

In addition to these fixtures, there was a discussion on solar and how popular it has become with the advances and additional ability to light larger spaces using solar and enhancements that allow the fixtures to provide hard cut-offs so as not to encroach upon other property lines or spaces.

The product wrap-up included showing various flood lights and new mounting options available from SONARAY.

The event also included an overview of programs from the brand and an introduction of the SONARAY team. This portion of the event focused not so much on the adaptive nature of the company, but rather the programs that separate the brand from others in the market. This included a brief overview of rep advantages as well as thing such as free freight that benefits end users.

There was also discussion on responsiveness relative to website re-design to meet request and also better collateral being produced to respond to the needs of architects, specifiers, and others.

Marketing resources were also discussed with the SONARAY Marketing group offering professional help in the areas of content and graphic creation, cooperative programs, and research along with lead finder programs and a call for the reps to provide ideas on what they need and how SONARAY can be even more responsive in the future.

The message for the audience was that SONARAY is part of a technology solutions company that counts among its critical separators the ability to be very timely and flexible in providing answers, ideas, and solutions. As the company president closed the meeting the message was that SONARAY wants to be the easiest and most well-liked company to do business with in the lighting arena.