Volume 2, Issue 9 — September 25, 2013
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Understanding Church Buyer Sentiment
By Anthony Coppedge House of Worship Technology Consultant
It’s obvious that I love helping churches. The columns here in rAVe provide years of insight and experience in the hopes of helping manufacturers, systems integrators, rep firms and A/V/L dealers understand — and profit in — the house of worship market. I’ve shared about the future of the church space in previous articles about what I see as new trends, interesting possibilities and even market conditions. However, this is the first time I’ve shared about a touchy subject: understanding church buyer sentiment.
When Price Is Everything, Your Product Means Nothing
If you’re in the “box sales” business, you may not care much about serving a church long-term. If you’re everyone else, then you know that much of the negative reputation the church market has is directly influenced by the “cheap church.” Like any noisy minority, they get a lot of the press, the horror stories are shared at tradeshows and reps have wasted time and money in vain. But that’s the truth: They’re the minority.
Typically, there are two groups of “cheap churches” — the very,very small, we-have-no-money group or the church whose finances are run by a group that hides under the phrase “we’re just being good stewards” to justify the efforts of getting blood out of a turnip. Remember, good stewardship has less to do with how much money they save and more to do with how much money they don’t waste trying to fix the original problem with additional, repeated purchases. Yet, even though the majority of churches in the U.S. have under 100 people in weekly attendance, my own experience is that they’re still made up of people who, like most of us, appreciate the value of something more than the price of something.
Of all the cheap churches, the ones that really, really frustrated me were those that insisted I give them my time or products for free or at cost — all because it was for a church. I’m all for the nobility of organizations helping people, but I won’t go out of business by giving the farm away! Look, these churches are not representative of the majority, but you do need to know how to identify when you’re dealing with one of these penny-wise, pound-foolish organizations.
The easiest way to discern if you’re dealing with a cheap church is by asking them to identify, by priority, what is most important to them about the technology/solution you’re offering. Price listed as number 1 isn’t the big giveaway; it’s when it’s the only thing or clearly the main thing. When price is everything, your product means nothing to them, and you’ll likely never get any follow-up sales or service contracts.
Working for the Sale is One Thing…
Churches, like other organizations, often go through a due-diligence process — especially with large-ticket items or installations. The size of the church or the time-frame of their project may have some impact on if you’re going to be spinning your wheels during the sales process, but be sure to ask the church buyer to pre-qualify themselves, whether through an online discovery process or through a sale presentation.
I think salespeople working the house of worship market generally tend to try to move in, make the sale and move on. Taking time during the sales process isn’t indicative of a cheap church. If anything, good salesmanship requires pre-qualifying, qualifying, discovering and offering solutions to issues that present themselves. That can take some time and, to be sure, each sales organization needs to determine the amount of expected lead time on various project types. However, when clear, demographic-focused marketing meets a sharp sales team at the intersection of value and need, everyone wins.
In the same way I tell church leaders that it’s absolutely OK to fire volunteers, it’s possible to fire a prospect too. It’s all in how you do it. I’d never say to a volunteer, “Your services are no longer required!” I’d help them to understand the issue at hand, identify their needs and strengths and right-fit them into the organization. Similarly, helping a prospect identify the real issue (which almost always goes beyond the issue with technology) can gently help them go back and work on the problem from a different viewpoint. This saves both parties time and shows respect and value.
Maybe They’re In Over Their Head
All too often, a church will have a well-intentioned but unqualified person doing the research for serious technology initiatives. The education process is key both prior to and during the sales process. This is why I stress constantly here at rAVe the need to market to and train the very users that are recommending and buying products. When you help them realize they don’t need to know as much as you and that your organization will not take advantage of them, the trust equity built during this stage is directly proportional to the sales results down the line.
One of the most freeing things for a pastor is for you to show her she doesn’t have to become a ‘techie’ in order for her church to leverage technology well. With training materials, webinars and seminars at conferences, there’s ample opportunity for your firm to stand out as not only great resources for churches, but as a firm that has a strong value proposition for the house of worship market.
Marketing efforts aimed at churches need to identify the demographic, speak their language without speaking down to them, and provide a solid value proposition to keep price from being at the center of the discussion. This tees up the sales team to more readily identify likely prospects, more accurately estimate the sales pipeline and up-sell the client on greater value, not just more technology.
There is a massive opportunity here to debunk the myth of the cheap church as a whole, rightly assign the blame to the minority, and address this huge vertical market with insight, learnings and better technology solutions! Leave a Comment
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Church “Plants” Booming
By Anthony Coppedge House of Worship Technology Consultant
There’s a booming segment of the house of worship market that is led by young, tech-saavy pastors looking to leverage audio, video and lighting in creative ways. This group is made up of new churches starting from scratch or new churches launched by either a “sending” church or denomination, with some funding to help kick things off. There’s a myth that the majority of these church “plants” (as they’re known) fail quickly, but new stats debunk that myth and show the success of church plants as a whole.
Recent data from the Center for Missional Research had twelve denominations and networks participate in the study of over 1,000 church plants. The study revealed that 99 percent of church plants survive the first year, 92 percent the second year, 81 percent the third year, and 68 percent the fourth year. That’s above the average of new businesses that make it to year five.
As with other articles here on rAVe about the house of worship market, this one helps bring clarity to both manufacturers and dealers/integrators. Over the years I’ve heard about how “small churches don’t have money,” and while there’s truth in that statement, the trends around church plants demonstrate that both the ability to spend on technology and the desire (based on the younger demographic of these church leaders) is greater than churches that have been small (or getting smaller through decline). It is important to keep a fresh perspective and to watch these trends to see what market opportunities needs to be addressed. Keep reading, and I think you’ll see what I mean.
Starting from Scratch
Many reading this will look at this market segment with some skepticism since any new launch is clearly going to be starting small (read: financially limited), so why bother address this market? That’s a valid question, but an interesting corollary statistic shows that the churches that make it (the majority of churches planted) double in weekend attendance within their first four years.
True, limited funds are not a key driver for initiating a marketing effort, but given the overall success and growth, combined with the young leadership of these church plants, the opportunity for a long-term relationship with these churches means that even small up-front sales can (and should) lead to many repeat sales as they church grows.
Another interesting aspect of church plants is where they meet. For the most part, these are churches meeting in rented/leased facilities such as movie theatres, local schools, civic centers and retail shopping centers. More often than not, these are venues where they must bring in everything — from A/V/L equipment to nursery beds to signage to coffee makers — leverage their volunteers teams for setup and break-down every weekend. It’s easy to see their need for portable equipment, but a smart manufacturer or integrator will also look down the road at helping the church see the value proposition for repurposing grear and/or a robust trade-in program created specifically for church plants.
Kick-started Church Plants
There are no stats that fully agree on this percentage, but it seems safe to say that approximately 60 percent of all church plants are funded (all or in part) by a sending church or organization. These initial funds take directly into consideration the technology needs and often help cover rent and staff costs for the first few years. Clearly, this alleviates the fears raised in previously in this article, but it also demonstrates the intentionality of launching strong churches.
From a marketing perspective, it is helpful to target existing churches that are funding these new church plants. These established churches have experience with technology and have built their preferences and biases based on how technology has performed in their venues. This experience is a key driver for the push to recommend portable technology for their small venues and church planting efforts. Yep, you can directly speak to churches about planting because it’s on their radar in a big way. Several denominations are setting goals of a 2 percent to 3 percent growth of the number of churches planted per year (percentage based against their total number of churches). That’s thousands of church plants per year!
Unsurprisingly, these church plants are targeting young adults and young families. It’s generally true that a church’s demographics age with their leadership, so these young churches are vibrant and creating environments that are in line with the level of technology commiserate with younger adults.
From portable, rack-mounted solutions to adding shipping cases as part of the technology offering (think targeted marketing to allay fears and demonstrate understanding of portable applications), the technology bundles and ancillary equipment is worth unique marketing efforts for both the manufacturer and dealer.
Where To Start?
The opportunities are obvious and the need is clear. What creates a disconnect is the hesitation to engage with young organization with limited funds and staff to operate the technology. That’s understandable, to a point, but considering church plants are, by and large, growing while the majority of older churches are declining, the viability of this market segment is not to be ignored.
A few specialist companies, such as Portable Church Industries, have recognized this trend early on and built a niche in this market space for the A/V/L needs. Most, however, are unaware of this emerging market and the potential it holds for long term, repeat sales in this vertical market.
I am still surprised at how few manufacturers (in particular) and dealers (in general) fail to create a vertical market menu/navigation on their websites for churches. Clearly, within this option would be the chance to identify various church needs. Church plants are a category unto themselves, so demonstrate some thought leadership and create the targeted marketing (and the great SEO that comes from it) on your websites.
What are your questions about the church plant movement? What has been your experience with either church plants themselves or the sending churches that help fund them? Leave a Comment
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PESA Intros easyPORT Line of SDI SwitchersPESA has announced four new easyPORT analog/digital multi-point utility converter/switchers that support up to four inputs. The EASY-4ADX4B and EASY-4ADX4F are spec’d to have 10-bit conversion of composite analog video to SDI and both accept NTSC/PAL composite inputs and feature 4x oversampling. The EASY-4BX4DA and EASY-4FX4DA allow SDI video to be converted to analog video in NTSC/PAL, with fiber or coax SDI inputs.
For back room installations where rack space is a premium, PESA offers a 1 RU power distribution tray that holds up to four easyPORT modules with a shared power source to reduce clutter. Setup is quick because each easyPORT includes USB and Ethernet connections. Once PESA’s CATTRAX software is installed on a PC or laptop, the GUI can be used for setup, switching or diagnostics.
More information is here. Leave a Comment
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Samsung to Debut 98″ 4K Monitor Next WeekWe don’t have official complete specs yet, but rAVe has learned that next week Samsung will show a 98″, 4K resolution (3840×2160) commercial-grade LCD monitor aimed at both digital signage and ProAV installs. In addition to being an ultra-high definition (UHD) display, the new 98″ will include both DisplayPort and HDMI (CEC enabled) inputs and will be integrated with Wi-Fi, Bluetooth and RS232 control. It will have local dimming (LEDs) and it will weigh 170 pounds.
There are no specs on it yet, but when there are, they will be here. Leave a Comment
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Richard Gray Power to Debut IP-Addressable Power StripsRichard Gray’s Power Company (RGPC) will launch a new version of its IPAC-8 Remote IP Power Management System at CEDIA. The IPAC-8 provides IP-addressability and remote monitoring capabilities to power management systems. Designed for virtually any residential or commercial environment or application, IPAC-8 features on/off remote (IP) control of eight individual AC power outlets and local monitoring with an easy-to-read RMS current meter display that provides a quick visual indication of the load, reducing the risk of overloads and tripped breakers. On/off sequences can be defined and power can be remotely monitored via meter, web or RGPC’s free bundled software, and Http, Https, SNMP, DHCP and UDP protocol is supported. The system includes user-defined alarm thresholds for warning and overload, and event alerts can be delivered via email, trap or audible alarm.
IPAC-8 requires no additional mounting hardware, is ihiji invision compatible and there are no port forwarding or extensive network configuration requirements. It can be put in a rack (1RU) or wall mounted. This list price is $1,000 USD.
Want all the specs? Go here. Leave a Comment
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BenQ Ships SX914 6000 Lumen Install Projector BenQ America is shipping a new large-venue install projector dubbed the SX914 — an XGA (1024×768) resolution DLP projector specified to output 6,000 ANSI lumens with a contrast ratio of 6500:1.The projector offers 1.6x zoom capabilities, an embedded test pattern, dual HDMI inputs, a VGA port and an Ethernet port for control and content.
With LAN Control, the SX914 enables both audio and video to be delivered over a single LAN cable, allowing IT managers to remotely manage and maintain their devices directly from their workstations. The projector supports Crestron, SNMP, PJLink, and AMX systems, and offers wireless transfer of photos and documents from any iPad, iPhone or mobile device directly to the projector.
To reduce energy costs, the SX914 features a standby mode to lower power consumption to less than 0.5 watts while the device is inactive. Lamp replacement has been made extra easy with access from the side or top of the projector, while a filter-free optical system further reduces the TCO of the device.
Available now, the SX914 lists for $3,599 and all the specs are here. Leave a Comment
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PreSonus Announces StudioLive AI-Series Digital Mixers with Active Integration PreSonus has announced its new series of StudioLive AI (Active Integration) hardware/software digital mixing and recording systems. The series consists of three models: the 32-channel StudioLive 32.4.2AI, with 24 dedicated mix buses; 24-channel StudioLive 24.4.2AI, with 20 dedicated mix buses; and 16-channel StudioLive 16.4.2AI, with 16 dedicated mix buses.
Using Burr-Brown A/D/A converters and new DSP architecture based on the 64-bit Studio One audio engine, the StudioLine AI series include direct Wi-Fi and LAN communication, a faster workflow, an onboard FireWire s800 interface and integrated software suite for Mac, Windows and iOS for for both live and studio use.
Redesigned from the ground up, these state-of-the-art mixers provide analog workflow with extensive dual signal processing on every channel and bus and actively integrated software that solves real-world problems and lets you record and distribute what you mix. All signal processing-Fat Channel processing, reverb and delay effects, graphic EQs, the works — is available on all channels and buses at all times. Configurable networking and communications option cards ensure your investment won’t be outdated as new technologies emerge.
StudioLive AI digital mixers are expected to be available at PreSonus dealers in the third and fourth quarters of 2013, with the StudioLive 32.4.2AI coming first, followed by the other two models. Street price is expected to be $3,999.95 for the StudioLive 32.4.2AI, $2,999.95 for the 24.4.2AI and $1,999.95 for the 16.4.2AI. Complete specs are here. Leave a Comment
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Christie Launches Android App for Controlling M and J SeriesChristie’s Virtual Remote projector app, providing an alternative to the standard IR remote control, is now available for Android devices. The Virtual Remote provides wireless control of all Christie 3-chip DLP projectors in the Christie M Series and Christie J Series projector families.
Christie Virtual Remote supports all capabilities of a standard IR remote including:
- Single or multiple projector control
- Projector discovery
- Full access to complete projector
- On-Screen Display menu
- Projector on/off
- Shutter on/off
- Test pattern selection
- Input selection
- Zoom and focus
- Lens control
- Color matching
Go here to get it from the Google Play Store, or click here to learn more. Leave a Comment
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Optoma Launches New Install Line Optoma this week launched ProScene, a new brand name that basically puts all its high-output, high-resolution projectors for install under one product family.
The ProScene line will comprise all of Optoma’s current and recently announced Install projectors. This includes all models with brightness levels ranging from 4,000 to 7,000 ANSI lumens: the EH7700, TH7500-NL, TW865-NL, TW865-NLW, EH505, W505, EH501, W501 and X501. Also falling under the ProScene designation line will be the company’s HQView line of imaging processors used in blending and creating other effects. More ProScene introductions are expected in 2014.
Optoma says that ProScene projectors will also be supported by a new comprehensive customer support program that will include dedicated ProScene sales managers and field application engineers who will work with dealers and integrators directly — not via distribution.
Go here to learn more. Leave a Comment
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Extron Scaling Receiver for XTP Systems Ships Extron has announced the immediate availability of the XTP SR HDMI, an HDCP-compliant scaling receiver that accepts HDMI, DVI, RGB, HD component video and standard definition video signals from XTP devices. The receiver provides selectable output rates up to 1920×1200, including HDTV 1080p/60 and 2K, to scale the video to the optimal output resolution for the display. In addition to high performance video, it accepts audio, bidirectional RS232 and IR, and Ethernet for transmission up to 330 feet (100 meters) over a single CATx cable. It also offers integrator-friendly features such as Key Minder, EDID Minder, picture controls, on-screen menus, audio controls and internal test patterns.
The XTP SR HDMI provides signal distribution for HDMI embedded audio or audio de-embedding with multi-channel S/PDIF or two-channel balanced/unbalanced analog stereo and PCM audio. It also allows Ethernet extension and insertion of bidirectional RS232 and IR for LAN access and AV device control at remote locations. EDID Minder ensures continuous EDID communication between devices. For transmission of HDMI signals with protected content, Key Minder authenticates and maintains HDCP encryption to provide quick and reliable transmission across the XTP System infrastructure.
For more information on the XTP SR HDMI, click here. Leave a Comment
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Christie Ships Updated MicroTiles with Thinner BezelFour years after launching MicroTiles, Christie has introduced a thinner-bezel version in the form of the Christie MicroTiles S310 screen.
Featuring the same optical performance and construction as the S300, the Christie MicroTiles S310 screen is slightly larger and features 0.7-millimeter seams (compared to 1.3-millimeter seams for the S300). The S310 operating temperature range is 5 degrees Celsius (41 degrees Fahrenheit) to 35 degrees Celsius (95 degrees Fahrenheit).
Christie Interactivity Kit provides the creative flexibility to incorporate multipoint touch interactivity into large-format digital displays and allows multiple users to interact simultaneously with content on Christie MicroTiles or any large-format video wall.
With a much wider color palette than conventional LCD and plasma displays, Christie MicroTiles display pure, saturated, accurate colors, making them ideal for public spaces. The modular display technology can be configured into nearly any shape and size to create an eye-catching digital canvas.
The Christie MicroTiles S310 screen is now shipping and full specs are here. Leave a Comment
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Audinate Announces 100th Dante AdopterAudinate’s Dante digital media networking solution group has announced that Studio Technologies has become the 100th Dante OEM partner. Built on existing networking protocols and standards, Dante is a plug and play solution which delivers ultra-low latency, tightly synchronized media, while simplifying installation and configuration of digital media networks. Dante is a scalable system widely deployed in thousands of installations today, ranging from hotels, transportation centers, shopping centers, public address systems, live sound reinforcement, theaters, concert halls, stadiums and athletic venues, corporate boardrooms, universities, broadcast facilities, recording facilities, houses of worship, government facilities and courtrooms. Over 3.5 million channels of Dante shipped last year.
Studio Technologies Inc., the manufacturer of tailored high performance audio, video and fiber-optic products, are used in broadcast, studio, stadium and corporate environments. Studio Technologies products are used worldwide.
Audinate is here. Studio Technologies is here. Leave a Comment
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RTW Debuts Loudness Logger Software RTW just debuted its LQL (Loudness Quality Logger) a new tool for logging, true-peak data analysis and reporting that is compatible with the TM7, TMR7 and TM9 TouchMonitor line of products. The LQL license (SW20014) is a natural extension of RTW’s range of innovative software options for the 7- and 9-inch line of TouchMonitor audio meters. RTW executives will be on-hand to demo and discuss this new software at the company’s IBC stand.
LQL enables data to be derived directly via an IP-connection from a capable TouchMonitor audio meter, as well as from external storage media such as a USB stick. Also included in the software are dual limit weighting, status information, marker and various other reporting features. The new PC software is free of charge to users, however the SW20014 LQL license is required to enable a TM7, TMR7 or TM9 series meter to be compatible with data export and additional display functions.
The complete details are here. Leave a Comment
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Atomos Announce Spyder Color Calibration ToolAtomos is debuting its Atomos Spyder, a field monitor and recorder color calibration tool. Developed in partnership with New Jersey-based Datacolor, the Atomos Spyder gives Samurai Blade one button color calibration normally only found on high end monitors. With Spyder, the Samurai Blade gains the ability to accurately calibrate to the SMPTE Rec 709 color space with a D65 white point with 100 percent gamut.
Features include:
- Extreme precision 7 sensor calibration
- USB to LANC serial control unit included for automatic calibration
- Calibrate to 6500K ITU-Rec709 white point with delta-E better than 2 down to 20 percent grey
- User adjustments of lift, gain and gamma per channel after initial calibration
- Can be used as a standard calibration unit for any monitor or computer (provided Datacolor software is purchased from its website).
The Windows compatible version of the Atomos Spyder is slated for shipping November 2013 with a list price of $199. All the specs are here. Leave a Comment
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For all you REGULAR readers of rAVe HOW out there, hopefully you enjoyed another opinion-packed issue!
For those of you NEW to rAVe, you just read how we are — we are 100 percent opinionated. We not only report the news and new product stories of the ProAV industry, but we stuff the articles full of our opinions. That may include (but is not limited to) whether or not the product is even worth looking at, challenging the manufacturers on their specifications, calling a marketing-spec bluff and suggesting ways integrators market their products better. But, one thing is for sure, we are NOT a trade publication that gets paid for running editorial or product stories. Traditional trade publications get paid to run product stories — that’s why you see what you see in most of the pubs out there. We are different: we run what we want to run and NO ONE is going to pay us to write anything good (or bad).
Don’t like us, then go away — unsubscribe! Just use the link below.
To send me feedback, don’t reply to this newsletter. Instead, write directly to me at gary@ravepubs.com or for editorial ideas, Editor-in-Chief Sara Abrons at sara@ravepubs.com
A little about me: I graduated from Journalism School at the University of North Carolina at Chapel Hill (where I am adjunct faculty). I’ve been in the AV-industry since 1987 where I started with Extron and eventually moved to AMX. So, I guess I am an industry veteran (although I don’t think I am that old). I have been an opinionated columnist for a number of industry publications and in the late 1990s I started the widely read KNews eNewsletter (the first in the AV market) and also created the model for and was co-founder of AV Avenue, which is now known as InfoComm IQ. rAVe [Publications] has been around since 2003, when we launched our original newsletter, rAVe ProAV Edition.
Everything we publish is Opt-in — we spam NO ONE! rAVe ProAV Edition is our flagship ePublication with what we believe is a reach of virtually everyone in the ProAV market. rAVe HomeAV Edition, co-published with CEDIA and launched in February 2004, is, by far, the largest ePub in the HomeAV market. We added rAVe Rental [and Staging] in November 2007, rAVe ED [Education] in May 2008 and then rAVe DS [Digital Signage] in January 2009. We added rAVe GHGav [Green, Healthcare & Government AV] in August 2010 and rAVe HOW [House of Worship] in July 2012. You can subscribe to any of those publication or see ALL our archives by going to: https://www.ravepubs.com
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