MADISON, Ind. — Grote Industries is getting creative in its approach to bringing its staff and LED WhiteLight Work Lamp Portfolio to customers.

Dubbed the Trilliant Technology Tour, Grote’s new road show-style program will highlight the company’s elite group of six high-tech, high-performance LED WhiteLight Work Lamps, with lamps offering light output ranging from 400 to 3,200 lumens. Grote’s work lamp offering also includes the Trilliant 36 LED WhiteLight Conversion Bulb, which turns any PAR 36 incandescent lamp into an LED WhiteLight Lamp.

The company says it is taking a break from several industry trade shows in favor of spending more time personally visiting customers, showing them Grote’s latest technology, listening to their feedback and responding to their needs.

“As the economy begins to stabilize, our customers need our time and attention more than ever before,” John Grote, vice president of sales and marketing, said. “Trade show attendance remains down industry-wide and many of the people who could benefit from seeing our new technology simply aren’t at the shows. Most shows simply aren’t structured to offer us an opportunity to spend much meaningful time with our customers or those we wish to reach out to. So in 2010, we’ve made a strategic decision to focus our time, effort and resources on building stronger relationships with those who matter most — our customers.”

Grote said the company is still exhibiting at a significant number of trade shows this year, but that appearances at shows like the Mid-America Trucking Show and several others have been canceled and the dollars redirected to a variety of new customer-centered initiatives.

The Trilliant Technology Tour will allow Grote’s executives and sales staff to visit hundreds of distributors, OEMs and fleets in more than 80 cities, reconnecting with customers, raising brand awareness and demonstrating its LED WhiteLight products all along the way.

The mobile exhibition will include a specially outfitted vehicle, an inflatable mobile theater and other unique displays and communications components and will be supported 24/7 by a dedicated staff. Guests will be able to enjoy live demonstrations, watch videos, interact with the products and learn about the most powerful and advanced LED work lamps on the planet.

Grote sales professionals have been engaged in establishing advance plans that will allow the vehicle to make multiple stops in each city and town visited. In addition to calling on customers in the U.S., the Trilliant Technology Tour will also spend time with customers north of the border in Canada.

“Lighting is experiential by its nature,” Grote said. “People have to see how one lamp performs in comparison to others and we’re taking that experience straight to our customers.”

Grote explained that the mobile exhibit will allow guests to compare and judge the differences in physical features like lamp construction and heat management, as well as optical characteristics such as light beam intensity, color and pattern evenness in both Grote work lamps and competitive offerings.