Maine Digital Press

Gene's Electronics Booth at the Aroostook Centre Mall, Presque Isle.

Gene Berube of Fort Kent likes the old Walter Cronkite expression and uses it often. The phrase describes his life philosophy and the way he markets and sells his products and services. The phrase also describes the man you see so often on his popular television ads. The man you see in his commercials is the same guy in person.

Berube, a native of Fort Kent, Maine, graduated from Northern Maine Vocational Technical Institute (now known as NMCC) in 1972 with a degree in Electronics and Television Repair. Two years later, he opened shop in Fort Kent repairing televisions, (later VCRs) and installing antennas. His love of all things electronic sparked an interest in the new technology of satellite television to which he became a pioneer.

Hitting that satellite market in full stride, in an area that featured remote living locations, was a natural and his business in that area quickly overtook and finally, ended his repair business. Berube’s company first was a provider of C Band satellite and those old twelve foot dishes can still be seen dotting the landscape all over Aroostook County.

Gene's Store Front in Fort Kent

Berube then became an authorized dealer of the Primestar satellite network and the dishes shrunk from twelve feet to four. From Primestar, Berube then became a dealer of the Dish Network and presently, DirectTV (though he still carries the Dish Network product).

The man behind Gene’s Electronics also credits his wife, Diane, who has worked beside him for all those years. She has always maintained the books and has fully supported her husband and he appreciates the moral center and support she has maintained throughout.

Berube succinctly disagrees that Aroostook County and Maine are difficult places to do business. “If you have a good product that people want and can sell it, there is no reason not to be able to do business here,” he says.

Not that he’s never had a struggle or two. When asked when he knew his business was going to make it, he replies: “After 25 years.” Though the interviewer laughed, Berube wasn’t joking. “You can be a good mechanic, but that doesn’t mean you are good in business. I had to learn from mistakes and there were struggles.” He fully believes that business sense can be learned and cites himself as an example.

“Hi. This is Gene from Gene’s Electronics,” is a familiar sound to everyone in Aroostook County. Berube’s effective use of advertising has made him one of the most recognizable faces in the area. And rightly so: His style is direct and engaging with more than a hint of twinkle in his eyes. His Valley accent comes across as charming and brings the consumer into his words instantly. Says Berube: “Aroostook County is a large area, spread out over many miles. The best way to reach them is with advertising and I do a lot of it. And it has really worked for us.”

His philosophy in advertising is the familiar, “That’s the way it is.” He does not resort to gimmicks and does not try to hoodwink anyone. “I’ve never taken advantage of anyone,” he says proudly and that approach has led to customers all over the county and helps him compete with Cable and other satellite providers. And he competes very well indeed.

Speaking with his employees, they hold Gene and his family in high regard and feel that the company treats them well. Berube smiled when given this information and was happy with the news. He treats his people with respect and it shows.

Berube also understands that service is important and though his products usually come with a 90 day guarantee, Gene’s Electronics guarantee all of their products for a full year. “Taking care of the customers is a big part of what we do,” he says.

The satellite television business was cutting edge when Gene’s Electronics entered the field and Berube’s love of that technology has helped him stay current on what is a growing and changing business. And yet his experiences give him a wisdom of the pitfalls of being an entrepreneur. He encourages all new business owners who are not business savvy to work with someone who is. He also advocates staying in tune with the market and keeping a close watch on trends and new business areas.

When asked how long a new business should keep going in the face of struggles, Berube insists that, “If you are not making money and you cannot see a light ahead,” then get out of that business. He also advocates being aggressive and competitive: “We all compete for business. You have to enjoy the competition to keep going.” He has done so by offering very competitive pricing and a good value without hidden tricks.

Berube is a Golden Rule kind of guy and credits his parents for instilling that in him. After spending some time with him, this interviewer is convinced that Berube’s combination of charm, honesty, competitiveness and forthrightness, along with his special skills at advertising and knowing his market have led his company to be one of the most well known from all corners of this very large county.