Converting Leads for Sales

inconceivable-quotes-from-the-princess-bride-15-gifs-27.gif

A start-up audiovisual systems integrator needs to take every single lead seriously because, with no backlog of client work, every new lead feels like immediate gratification as a sales lead. When this company grows and has plenty of work, do the leads become less important or is every new lead still a sales lead? The […]

Read more

What Happened to Proxima Is a Business School Case of How NOT to Merge Two Companies

proxima-infocus-0419.jpg

On the day that InFocus shocked the AV industry and announced they’d bought its largest competitor, I was actually there. It was Monday, March 6, 2,000 — I remember the details of the day very well but my old Franklin Planner helped me keep track of the date for the purpose of this article. Let me […]

Read more

The Irony of Technology Obsolescence for AV Vendors

marketing-automation-0319.gif

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 […]

Read more

When Your Brand’s Email Is Noise

InboxOverload.jpg

Your business may have the coolest AVL product or service on the market, but amassing more emails in your prospect’s Inbox isn’t helping you sell even one of those great new products. Why? As decision-makers and consumers, we’re inundated and overloaded with information and emails. We’re deluged by data. What we don’t need to know is […]

Read more

How Much Marketing Budget for AV Firms

CMO-Survey-Spend.png

How much budget should AV industry companies allocate towards marketing to the house of worship vertical? The answer is likely a surprise for any company that’s not spending on this >$1B annual spend segment of the overall AV industry. In 2018, the American Marketing Association, in partnership with Deloitte and Duke University, published the bi-annual […]

Read more

Future of AV: Merging of Product Development and Marketing

Gantt_waterfall.jpg

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 […]

Read more

The Three Essential Soft Skills for Selling AV to Churches

futureHOW.png

Pastors don’t need high-pressure sales, slick marketing or churchy language. In fact, these three are red flag warnings to a vertical market used to being sold what they do not need. Instead, the three essential soft skills for selling AV to churches are a helpful challenger, intentional communication and value-as-a-service. All three of these lean […]

Read more

The Future of Automation for the AV Industry

Customer-Journey-Repurposing-Future_new.png

Automation isn’t new to the audiovisual industry, but a new kind of automation for this technology-focused trade will be centered around automating the customer’s buying journey. As innovation has led the consumer markets to automate the discovery process for buyers, so too has the time come for the long-established AV industry to adapt and embrace […]

Read more

The Vertical Market Customer Buying Journey

Customer-Journey-Repurposing-Trends-1.png

Helping prospects and clients inform themselves during their customer buying journey is not a one-size-fits-most process due to the exponential growth of online search. Instead of manufacturers and systems integrators publishing generic product features, benefits and specifications, today’s influencers and decision-makers are searching for how products work in their unique vertical markets and applications. To […]

Read more

The Future of AV: Educate. Engage. Encourage.

futureHOW.png

When does selling audiovisual technology shift away from the outdated features and benefits sales model and transform into something entirely different? Something so radically divergent that it actually makes sense to an AV industry in transition? 2018’s technology stack is here with the answer: when vendors leverage the social, marketing and sales technologies to go […]

Read more

MultiDyne Rolls Out New Mobile Marketing Van

multidyne.png

Just in time for tradeshow season, fiber transport supplier, MultiDyne, has taken delivery of a mobile marketing van built by Accelerated Media Technologies. The van will double as an exhibition showcase for MultiDyne products at North American tradeshows, and as a mobile showroom for MultiDyne road shows and training initiatives. The Accelerated team installed and engineered all equipment […]

Read more

Should You Pay Co-op Dollars for Placement?

money-bag-dollars-0318.jpg

This can be a sensitive subject to both suppliers and resellers, so I will endeavor to tread lightly. In CE retail, co-op promotional costs are largely the norm. That’s where the supplier supports their dealers’ sales efforts with measures that can range from subsidizing advertising costs, to sell-through credits, to paying for product placement in-store. […]

Read more

Marketing AV

marketing-med-aesthetics-group.jpg

Just about every week I do a Selling AV podcast, (shameless plug) but I thought I’d turn my attention to Marketing AV for a moment. It’s no secret that there has been a large amount of evolution in the AV industry over the last several years. Of course, as with any industry steeped in technology, […]

Read more

What Are You Giving Away to Churches?

projector-church-0417.png

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 […]

Read more

Trade Show Fails!

tradeshow-sam-0417.png

By Sam Malik I have attended trade shows for nearly 25 years and I have seen it all. CES, COMDEX, CEDIA, DSE, ISE, NAB, InfoComm, etc. Trade Shows are not cheap to attend and require planning and usually a significant investment, even for a smaller booth. I personally have designed and worked booths from 10’x10′ […]

Read more

Has Anyone Else Noticed Barco’s Rebranding?

barco-new-logo-0317.png

Barco — Belgian American Radio Corporation I am sure I can’t be the only person in AV who’s noticed the subtle re-branding of Barco. But no one seems to be talking about it. Go look at their website, for example. It’s different — more retail-like. And, then, on Friday, I found this video — it only has 800 […]

Read more

Our Product Video Won’t Win Any Awards But That’s OK and Here’s Why

robert-bishop-miravue-0117.jpg

There’s always a trade-off between using professionals (like Travis Chambers and Jamestown Films who killed it with their 10 annoying people at the gym video for Nordic Track… I loved it) and doing things in-house. If you’re a bootstrapper like me, it’s usually a question of budget. Start-up funds are sacred so I try to […]

Read more

Dealer Locators: What Are They Good For?

cedia-dealer-0816.jpg

I think we can all agree that, in principle, it’s a great idea for vendors and manufacturers to maintain a “FIND A DEALER” database on their website. It’s a splendid idea — in principle. It will pre-qualify interested prospective customers who’ve been doing their research and funnel them towards resellers or installing dealers in their […]

Read more

Gaining New Customers – Strategic Social Media and Marketing Focus For Integrators

social-media-phone-e1467300094641-1.jpg

Today, some well-known (and even some lesser known) systems integrators have made their mark in marketing and social media, however many are still looking for the proper strategies as well as the more enhanced ways to build the industry profile – especially to gain new customers. It seems that for any company to compete and advance […]

Read more