4 | American Lighting Association an executive committee each year with input from members and staff. In knowing what goes on in lighting homes throughout North America, the ALA is the authority on the issues, McGowan says. “They’re the ones who know and know because of the vertical integration process.” The ALA provides benefits that help their members focus on a number of significant areas to promote their interests, including increasing their market share, developing effective public relations programs to increase consumers’ awareness of lighting, and selling more products through the showroom channel of distribution. They also benefit from low-cost, convenient sales and design training opportunities, and encourage the continuing development and proper use of safe, energy-efficient products. “There is still room for small manufacturers who have good ideas, and it is part of the job of the ALA to make sure those good ideas reach the marketplace,” he says. “We’re not just in business for the big retailers or big manufacturers, we’re really trying to represent and make sure that all of those people are at the table.” Members also reap the benefits from the ALA’s close relationship with different levels of government through their government affairs program that handles federal and state/ provincial governmental agencies, environ-
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