Mexico. In November 2014, lighting designer Ben Diaz joined lighting manufacturer SGM as Area Manager and Global Product Trainer. From that moment, Díaz decided to move to Mexico to adapt SGM's distribution network to the global growth experienced by the manufacturer, especially in the architectural and entertainment segments both in Mexico and throughout the Latin American area. Today, a year later, Díaz and the entire SGM team are benefiting from a 2015 full of successes.
Peter Johansen, Chief Operating Officer at SGM, will travel to Mexico at the end of February to celebrate the brand's excellent penetration and formally open SGM's new showroom in Mexico City. The official opening will take place on Thursday, February 25 at 5 p.m. SGM's exclusive distributor in Mexico, Representaciones de Audio, is in charge of managing the new SGM showroom, a large venue equipped with a permanent installation based on SGM products. Diaz and Johansen highly recommend the visit.
During his visit to Mexico, Johansen will also attend the professional fair Expo Lighting America (ELA) to be held at the Banamex Center, and in which he will lead a master class on architectural lighting on February 24 at 4:00 p.m. Johansen's masterclass will revolve around colors, as he explains:
"God said let there be light; I said make the color. My goal is to start a color revolution and open the world's eyes to the color possibilities offered by modern LED technology."
As part of SGM's strategy to conquer Central and South America as well as to reorganize distribution on the continent, the brand chose Mexico as the first stop thanks to its proximity to the US market and its influence in the rest of Latin America. Some of the most important tours in the United States and Spain usually visit Mexico. According to Díaz, Mexican rental companies have a high level of professionalism, and in the television sector, their channels are an absolute reference for the continent.
Both of these factors contribute to creating the perfect climate for SGM's success. However, reorganizing the entire distribution of a brand is not possible without hard work. In that sense, Ben Díaz comments:
"We have invested a lot of time in training our exclusive partners, attending trade shows and also visiting customers. But without a doubt our efforts have been worth it: today we are the reference manufacturer in the country"
Díaz spent much of 2015 visiting the rest of the continent, based on the model implemented in Mexico. The results were equally satisfactory. Díaz believes there are several reasons for SGM's success in Latin America; among them is the conversion of the entire SGM catalogue to LED technology. Díaz explains it in more detail:
"We have built innovative LED luminaires that are made to last, and we have created a complete user experience based on the quality of our service, ongoing support and the creation of versatile products. We have positioned ourselves as a prestigious brand offering multi-purpose solutions, and we intend to continue growing across the continent."
The official website of SGM is now available in Spanish. You can also read the news, blog and social networks of the brand in Spanish.
Regarding SGM's success in Mexico, Díaz comments: "We are very proud of our achievements, but we know that everything we have created comes thanks to the intense work and dedication of our partners, our customers and all the friends who have helped us expand the impact of the SGM family in Latin America. Jaime Celis and his RDA team have also done a great job when it comes to developing the brand and presenting the products to the public, ensuring our presence at the most important fairs of the year. For all this we are very grateful."
Photo caption: The SGM team in Mexico, during the LDI 2015 in Las Vegas. From left to right, Estuardo Zárate (Sales Manager at Rep de Audio), Jaime Celis (CEO at Rep de Audio), Peter Johansen (CEO at SGM), Ben Díaz (Area Manager and Product Trainer at SGM), Juan Carlos Cedillo (Brand Leader at Rep de Audio), Pedro Paulin (Lighting Engineer at Rep de Audio) and Mario Radie (Vice President of Sales at SGM).
