Buy Direct?

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Being a technology manager in AV has been a wild ride. For years, many of us have felt like we were crashing the party. At first, we were not welcome at InfoComm, then that slowly changed. Then, when manufacturers started communicating directly with us, visiting us on-site, offering training, etc., integrators were not happy. Then […]

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Dropping the Ball

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Responsiveness and Reliability As any regular reader of my columns will know, one of my significant beliefs is critical to any relationship between a manufacturer and consultants/specifiers. It’s about two things: responsiveness and reliability. Therefore, I present the following story as an illustration of precisely what NOT to do if you are a manufacturer. Take […]

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The Irony of Technology Obsolescence for AV Vendors

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AV companies have instant information about their product sales right at their fingertips. However, those same AV vendors have little to no visibility into the effect of marketing on tracking the reach, engagement or conversions on those same product purchases. The result is ironic for the AV industry: marketing technology obsolescence due to artificial intelligence […]

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Future of AV: Merging of Product Development and Marketing

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Engineers invent and innovate. Products are created. Marketing promotes the products. Sales try to, well, sell the products. That’s the way it’s been done in product development for ages including in the audiovisual industry (AVL). And that’s the past. The future is the merging of Product Development and Marketing. Whereas the linear path described above […]

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