Anthony Coppedge

Agile Sales & Marketing in B2B Tech | Certifications in Agile Coaching, Agile Leadership, and Agile Marketing. Anthony has been consulting, teaching, and speaking to leaders since 2003 and writing for rAVe since 2012. Connect with Anthony on LinkedIn.

The Rise of Business Intelligence for AVL in Churches

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Churches deal in large inventories of complex Audio, Video and Lighting (AVL) technology across multiple venues and increasingly across multiple campuses. The advent of the church technical director in the 1970s has become a standard role in even medium-sized churches where the ubiquitous presence of AVL is the norm, not the exception. What these churches […]

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Cost Depreciation and the Amortization of Church AVL Technology

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How do you make that large technology investment look approachable? Sell the cost-per-service value. To help churches invest wisely in their Audio, Video and Lighting (AVL) technologies, start with defining value before price is discussed. The price should be what something is after the church buyers have determined the value they can expect to meet […]

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What Are You Giving Away to Churches?

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Mobile-first is a term used to describe the 2017 statistic where people begin their internet searches, browsing and application usage on their mobile device more than on a desktop or laptop computer. They’re searching for social proof (what others say about a brand, service or product), helpful knowledge-building and early research to educate their decision-making […]

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Useful AVL Data for Meaningful Purchase Decisions

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It is easier to make good purchasing decisions when armed with timely, relevant information. As such, manufacturers, rep firms and systems integrators alike put a lot of effort into promoting the features and benefits of their products and systems before the sale. What’s missing, though, is arming those same users with useful information so they can […]

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Vendors, Market Development Funds and the Faith Market

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Manufacturers want to help systems integrators sell their products so they provide funds to help co-promote the equipment with the vendor. It’s been this way for as long as I can remember, whether it is called “co-op funds” or “market development funds” (MDF) or “channel funding,” the idea is to influence the sale towards the […]

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Corporate Culture and The AVL Industry

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There’s a pattern of overworked teams in the audio, video and lighting industry. From the manufacturers to systems integrators, the lunch conversations at industry trade shows is almost universally the same: too many projects, not enough time, too many quotas, not enough qualified leads. Some of this is certainly due to a business-as-usual approach that […]

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Agile Marketing for the AVL Industry

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Reaching the house of worship market with your marketing message requires a new set of marketing skills and tools that have been widely adopted by software technology companies, but relatively few that I’m aware of in the Audio, Video, Lighting (AVL) manufacturing and distribution firms. To take full advantage of the combination of social, search, […]

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The Three Times Churches Buy Audio, Video and Lighting

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There are three main reasons churches upgrade or outright add new equipment: when entering a new building program, when renovating an existing building or when expanding into new technology areas such as multi-site or online services. Given the history most churches had with learning their technology lessons on audio systems (the first systems they use), […]

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Contracting Staff for Three Months at Churches

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In my experience, churches need professional training over time to grow their volunteer tech teams. Selling contracted professional services for extended times helps address this huge need in the house of worship market. On-Site Training for Three Months 1) Mentoring by a Pro — There’s something powerful about being invited and asked to participate in something […]

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The Church Market for AVL in Two Words — Big Opportunity

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Compared to huge government contracts or big commercial deals, the church market may not seem nearly as compelling for manufacturers and systems integrators selling audio, video, and lighting technology. And while there won’t be $50MM dollar AVL deals in the House of Worship space, there also won’t be the massive complexity and low margins of […]

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Where’s the Video in the Audio, Video, and Lighting Industry?

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I suppose if the Cobbler’s kids had no shoes, then I shouldn’t be surprised that the Audio, Video, and Lighting (AVL) industry doesn’t use video well to reach potential customers. And yet, here in the 21st century, I am surprised and disappointed in the spotty to non-existent use of video as a content marketing medium […]

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Selling Insights and Technology to Churches

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In even the smallest of churches, the decision to purchase complex solutions is handled by a small group. In some denominations, this is a leadership staff, in others, a volunteer committee. Aware of this truth, vendors often try to bring consensus to these groups through price, benefits or a crisp value proposition. But time and […]

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Marketing Content to the House of Worship Market

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If the products you sell are well suited for the church market, how are you using content marketing to close the distance between product awareness and a product purchase? Targeted content goes beyond the typical product features and benefits and instead identifies with the church buyer. Content is the currency companies use to communicate stories […]

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Manufacturer Training at Church Conferences

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Having both attended and exhibited at churches conferences and expos, I’ve learned that while a vendor may have the coolest/best/newest technology on display on the show floor, there’s nothing more compelling to church influencers and buyers than a great training or education session off of the show floor to drive quality leads. The reason is […]

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Church Online: AVL Upgrades Needed

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Church online: where local churches are hosting either live or video on demand services for attendees who are not at their physical church campuses. Yep, thanks to the technology the Audio/Video/Lighting (AVL) industry manufactures, a rapidly growing number of churches have taken their church services to the congregant, online. In my study of this growth, […]

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