Where’s the Total Cost of Ownership? If you want buyers to make your brand their choice, manufacturers and systems integrators have got to help decision-makers understand not only the up-front costs but the long-term investment of any technology solution. Want to know the perfect place to start? The House of Worship (H.O.W.) market. Here’s what’s […]

Your brand is not what you say it is. Your brand is what others say about you. For the audiovisual industry, identifying what others say about your organization is easier to know now than it has ever been thanks in large part to social media and online comment streams. In each vertical market, there exist groups […]

Long before the 1987 movie “Wall Street” and the now-legendary quote from the fictional Gordon Gecko “Greed is good” became part of the American business worlds’ verbal infrastructure, success, wealth and growth in business were built on the startlingly simple notion that to create, run and succeed in a business, you actually had to know […]

Amazing new product? Check. Great fit for a church installation? Check. The dissonance between who you say you are and who your church prospects say you are? Ummmm. To complete this checklist, it begs the question: What is your brand known for? Your brand is not what you say it is; it is what your prospects […]

How important is your brand name? Is your brand not merely well known, but well liked? In the House of Worship market, your brand is who the churches say you are. It is vital that you as manufacturers, systems integrators, consultants, rep firms, and dealers provide this unique vertical space with who you are, not […]

All these articles about AV news, new product announcements and acquisitions in the AV industry being released before InfoComm got me to thinking about company recognition. Then at a meeting the other day, one of our reps stood up and told us a story about his contact in a K-12 school who went up to […]

You’re in the technology business, so it follows that you should be leveraging the latest technology as part of your business strategy. But are you? From creating a styled, personalized brand via social media or exploring user-generated stories as the new customer testimonial, your brand needs to be highly engaged in the digital landscape. This […]

Manufacturers love to hear these words: “Whenever I see [nsert-brand-name-here] on my equipment, I feel confident about our production.” This is a powerful endorsement from an end-user that is hot marketing copy for creating brand loyalty ads. But how often do you see the opposite happen? “Whenever we see [insert-church-tech-director-here] using our gear, we feel […]

A friend of mine travels the country providing environmental projection and lighting for churches. The fact that he’s now an Executive Platinum member on American Airlines is due entirely to how frequently he travels the country providing this service to countless churches, where he introduces church leaders to the possibility of endless scenic solutions for […]

TFCinfo’s recently published Projector Brand Customer Perception and Preference Tracking Report 2013 reveals that the top four most important factors end users consider when purchasing a projector are overall picture quality, brightness, price and reliability/maintenance costs. Experienced projector users and purchasers name Panasonic, Epson, Sony, NEC and Sharp as the top brands they consider to […]