In the audiovisual industry, there is a strong sense of community but we often get so tied up in the day-to-day that it can be easy to forget to have fun together. However, a group is forming to change that, one “dink” at a time. Host Katye McGregor Bennett is joined in this episode by Alex Capecelatro of Josh.ai and John Sciacca of Custom Theater & Audio in Murrell’s Inlet, SC, who are working hard to make a CEDIA community Pickleball event happen during the week of CEDIA Expo 2024. Attendees and Sponsors are needed so please, tune in to hear not only what Pickleball is but how you can sign up for the event set to take place during CEDIA Expo week in Denver, CO. You might even learn what “dink” means.
In this first installment of a new podcast series Sponsored by Kordz called Mastering Connectivity, connectivity experts unravel cabling myths that have plagued the technology integration industry for decades and share how what needs to evolve for integration professionals to meet the demands of tomorrow. Download, tune in, and enjoy! More episodes will follow, taking a deeper look at the cable infrastructure industry and diving into the details that matter.
Consumers need to know what makes your offering unique, different, and better than what they see in headlines or on social media.
While residential technology offerings continue to expand and evolve at a blazing pace, so too is consumer confusion. Throughout January, headlines will excitedly announce the next best thing being introduced at CES, and retailers will jump on the promotional bandwagon to capture people’s attention, convincing them that they have got the newest and best tech products for the home. This happens every year, of course, but in 2024, I strongly feel that our industry needs to take a more aggressive and proactive approach to leverage this broad-based momentum to pull people into our world, where integration pros can deliver an exceptional tech experience based on the actual needs of the residence.
Kevin Schafer/Getty Images
As an industry, we need to shift the focus and create a more compelling narrative — and we need to do it fast. The media buzz in January creates a swarm of stories that suggest the latest tech shown at CES is the only way to go. It creates information overload, for sure, but this can also be a very lucrative time to promote your services and capture new prospects. However, you will get the most traction if you use similar and simple language to pull people away from the hype and introduce them to your business. Use clear language and you can easily convert them, I assure you. How can I be so sure? Because very few people seek out or search for products using complicated terms, acronyms, or industry jargon. Hence, I encourage associations, integration firms, and industry professionals to take the opportunity right now to change the narrative.
Share what the mainstream media publishes from CES and shift the perspective to show how the products being talked about are similar to — or the same as — the ones offered in our channel. Take time to expand on what happens when the types of products being promoted are professionally integrated into the home, and how this ensures not only full functionality, but also privacy, security, and ongoing support when updates or service are needed. I may sound like a broken record again but without our collective efforts conveying this message, the future of our channel is in dire jeopardy.
I’m bringing this up not only because it’s CES time but also because I was recently catching up with colleagues from the interior design world and the wine and specialty food industry about the challenges their communities are facing. A common concern for all — and one that resonated deeply with me — is the dramatic impact of free design services and heavily discounted products made possible by large-volume purchasing abilities that smaller firms simply can’t afford to offer. This isn’t new, but it is taking more business than many will admit to. It was a fascinating (and eye-opening) conversation that led me to question if, as an industry, we are effectively educating consumers about how what we offer and do is differentiated and therefore better, or if we are only serving to further dilute things. I fear it’s the latter, and we need to shift the focus.
Take Sonos, for instance. While some still have concerns about the brand and others like it being prominently offered in our channel, what Sonos has done to increase awareness by consumers of the fun one can have with speakers in their home or anywhere they roam is remarkable. What we need to do is harness that energy and create a dialog that’s more meaningful to consumers and opens their eyes to intentionally adding tech and services that truly fulfill the needs of the home and better prepare it for the future. This is what I mean by showcasing your company’s differentiation. By drawing attention to what’s being promoted in the mainstream and stating in clear, concise statements how your firm can provide a better — and safer — tech experience, consumers will see there is a better decision to be made than what the headlines suggest.
Here’s a scenario to consider. I love what Sonos offers in terms of portability in my office, kitchen, Zen room, and wherever I go outdoors, but I enjoy the sound quality of my Meridian speakers for movie watching much, much more. Our system isn’t overly complex, but required an integrator to install and we rely on them for ongoing service and support, which I have no problem with because we enjoy what we have and never have to worry about outages or updates. Better yet, when it’s time to upgrade, I know they’ll have my back on that, too. How do I know this? Because they share what’s new in digestible terms, communicate consistently, and offer me no reason to think that what they suggest might not be the best for my situation. That’s the differentiated approach I’m talking about that not only wins customers, but keeps them coming back. Please, give it a try. Together, we can and need to raise greater awareness of what makes the custom installation channel unique and that the work we do is important.
As a communicator and brand strategist, I work diligently to identify and communicate brand differentiators. If you need help getting off-center, drop me a line. I’m here to help!
A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.
Making plans based on the past can shed proper light on what’s right for your business.
As the year winds down and the last of the holidays come into view, many are wrapping up not only gifts but also the annual planning (and budgeting) process for the year to come. At KMB we have been deeply involved in this with our clients and will be done just before the holidays. It’s a process, for sure, but I always get excited about the data available to us and the inspiration that comes from it. In my opinion, taking this approach can — and should — heavily shape or influence what you do the following year.
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Here are three notable trends from 2023 that stand out from my point of view. Perhaps you will find these useful for your marketing and communications strategies in 2024.
1. Service maturity. While 2023 wasn’t about significant change in our industry it certainly was about evolution, and, in my opinion, also about maturity. After CEDIA Expo, Joey Kolchinsky, founder and CEO of OneVision Resources, shared in a post on LinkedIn:
“One thing I learned at CEDIA 2023 is how much the industry’s approach to service has matured in the last few years. Most integrators who came into our booth this year did so with self-awareness and specific knowledge of their service problem. They were trying something, it wasn’t working, and wanted help to make it better. This was a far cry from several years ago when every single integrator approached us not knowing where to start or even how to define the problem.”
This is exciting to me in that it suggests there is a way forward that is fraught with a little less challenge and that provides healthy recurring monthly revenue. How integration firms are specifically addressing service and the systems used still varies, so, too, does the nature of each business. Therefore, I predict that the next evolution of the service category will be the maturation of platforms that enable greater efficiency and that can better proactively predict and prevent issues. I am certain AI and machine learning will play a greater role, and I support that, but I also have some reservations about the broad deployment of AI-driven service and support in our channel and the process of producing and publishing content. More on that in the next section and next year.
2. The impact of generative AI. There is no doubt that generative AI has impacted nearly everyone already, but how will it impact our industry in 2024? From my point of view, this is an excellent example of learn before you leap, but still move quickly so you don’t get left behind. What I mean by that is, from a communciations perspective, it is critical to learn how to extract the best, most accurate, output from tools like ChatGPT, Open AI’s language prediction model. Trust me, it takes more than just copy/pasting and asking the tool to spit out something similar that is factual, concise, and cohesive, and that, most importantly, delivers it in the same voice, tone, and phrasing as the brand standard requires. Read that last part again because it is important.
Harnessing this tool to best serve your needs takes time, and you will need to understand the limitations to make the best use of it. I’ll add that no matter which route you choose, all content generated by any form of AI needs to be carefully and professionally scrutinized so that what ends up online isn’t riddled with inaccuracies that we all then have to fight to clarify and reverse in the future. You can see how mayhem can ensue if we don’t take the time now to teach and learn.
This topic is HOT and opinions vary, but at KMB we take the same position as the Associated Press, which says “…the central role of the AP journalist — gathering, evaluating, and ordering facts into news stories, video, photography, and audio for our members and customers — will not change. We do not see AI as a replacement of journalists in any way. It is the responsibility of AP journalists to be accountable for the accuracy and fairness of the information we share.”
3. Why the “I don’t have time to do [insert task here] so I will just do it myself (or my kid/spouse) can do it for me” mentality still fails. Sound familiar? I know, same here. Guilty as charged and why this one is in the Top Three. It is on the list because it is the continuation of what I believe to be a (very) bad habit that stems primarily from a lack of planning and, therefore, also budgeting. Make 2024 the year you strive to change — to bring in skilled resources your firm needs to rise above the competition rather than falling back on your inherent ability to do it all. Do better, not more, in 2024.
This is all meant to inspire and motivate, and most of it is actually a lot easier than you think. Ready for a quick exercise that you can do to help shed light quickly on what might be possible? Put your sales projections for next year in a spreadsheet and then run a simple formula that shows you what 2, 3, and 5 percent of that annual projection looks like. For grins and giggles, run those percentages up to 6 and 7 percent. If you were to allocate one of those results to marketing that promotes your unique offering to the target audience(s), would your firm benefit? I’m here to tell you the answer is yes, but only if you plan for the year and strictly adhere to the budget. That means also watching those projections and comparing them to actual, then adjusting accordingly. Involve your key stakeholders in this exercise and everyone in the company will benefit. More importantly, you will learn what works, what doesn’t, and what is worth exploring further.
When you do this routinely and regularly as part of your year-end, you will be in a much better position to maximize opportunities. I learned how Millennium Systems Design works on this as a team — including technicians — and the success they reap from it. More on that next year.
If you need help getting off-center on this or just need some questions answered, send an email to me at [email protected], and let’s get that conversation started.
A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.
Ways to share gratitude without breaking the bank or being cliché.
This time of year, it can be all too easy to feel pressured to button everything up — finish projects, finalize billing, and, if possible, get a little time off for the holidays. Somewhere in there, you’re also trying to figure out how to let your team and business associates know you appreciate them. It’s tough to get it all done.
Here are some things you can do to show your team and work associates that you appreciate them and that won’t break the bank or take time you don’t feel you have.
Home-Baked Cookies
At KMB our annual tradition is to make and send cookies. It takes a couple of days to prep, bake, and ship the packages, but it always feels so good to take our stack of boxes to the post office. Pro Tip: Click & Ship is the ONLY way to go. We live in a rural area but even still, I save my list and every year all I have to do is log in, make any needed updates, and print away. I call ahead to make sure it’s convenient to drop 30-plus boxes off, which they always appreciate. Others in our circle make baking day an annual event for those who participate.
Shared Experiences
Gifting people experiences has become a popular option and I’m a big fan. Someone in my circle was recently glowing about being gifted a spa treatment for two, another had been taken to dinner and a concert of their choosing, while someone else commented that a team-building day at a driving school had been a hit with all. Gift cards for things people can do outside of work AND the time to do them provide versatile options that you can likely purchase in bulk. Smashhouses are also something that I’m hearing about, and what a great way for teams to release some pressure together.
Put It In Writing
I’ve mentioned this before, but it bears mentioning again. The long-term value of a handwritten note is immeasurable. I still have a framed card from Joey Kolchinsky of OneVision Resources and another from Mark Cishowski of Clarity AV from years ago. If that’s any indication, consider this a compelling option for your holiday communications. Let me warn you though, when I say “handwritten” I mean just that — a handwritten note, not just your signature repeated randomly on cards that have a stock sentiment imprinted in Comic Sans to look semi-realistic. Handwriting cards takes time and requires some thought to get the phrasing right. This is something you need to be fully committed to — don’t think you’ll knock out a stack of handwritten cards in 20 minutes before bugging out on a Friday afternoon. Plan for a couple of hours at least.
Better Yet — Break Bread Together
In the interior design world, one of the most coveted invites I’m aware of is the invite-only Thompson Traders soiree that takes place at the family’s home during High Point Market. The table layout and settings alone are a feast for the eyes, but it’s the love put into the evening that I’ve heard takes things to a whole new level. You don’t have to go this deep, of course, but inviting people into your home to enjoy a meal together is a great way to show how much you appreciate them.
Need More Ideas?
I shared some options last year in my December ’22 column, which are all still valid. Take a look and bookmark the page. Better yet, block your schedule for two hours and go do some online research, talk to a local retailer, and place your orders now so you can check that off your list. Then, all you have to do is start gathering thoughts for those handwritten cards. Maybe start stretching out those wrists, too, as your hand WILL get tired, but it is so incredibly worthwhile. Trust me!
Breathing Break
Okay, one more thing before you close the page — let me share one more bit of advice. Give yourself a break, breathe, do what you can, and let go of the rest. Most people are feeling totally overwhelmed right now, but taking a breather and lowering the bar will help get you through the end-of-the-year hustle. Oh, and about THAT. My friend Maddie Ringer’s Mad Yoga YouTube channel is a great place to go to learn how to stretch and let go of stress. Give it a try!
Until next month, cheers to the (almost) end of the year!
A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.
