Only at CEDIA Expo can you experience cutting-edge innovation, learn from top experts in the residential technology industry, and connect with like-minded smart home pros in one place. We can’t wait to meet you there. CEDIA Expo 2023 happens THIS WEEK September 7-9, 2023 at the Colorado Convention Center in Denver, CO, and will be co-located with the *new* Commercial Integrator Expo.
While you’re at it, please also register to attend AV Yoga CEDIA Expo. Taking place Saturday 9/9 from 7:30 – 8:45 in the Four Seasons Ballroom. Led by an amazing, inspiring teacher from Montana with over 500 hours of training, you will leave feeling awake, inspired, and ready to seize the day. NO experience is needed, ALL are welcome, and EVERYONE will benefit. Join us! Mats will be provided and the first 50 people to register get to take theirs home.
The compelling new social media platform is worthy of consideration.
In early July 2023, Threads was launched by Meta, the parent company of Facebook and Instagram. The debut created a whirlwind of conversation and within the first week of its existence, the new social media platform reported more than 100 million downloads.
Touted as a competitor to Twitter, Threads features highly simplified integration with Instagram. After downloading the app to their phone, users sign in through their Instagram account with a few clicks, and, just like that, all their Instagram data is ported right over.
Given this is so new and that our channel tends to be a bit unique, I wanted to hear what other marketing pros had to say about Threads and what their current suggestions are. Leslie Carothers, principal of digital marketing agency, Savour Partnership, had this to say about Threads:
“Threads is a wonderful tool for brands to reach consumers for no cost, at least for now. Given that it’s tied to a brand’s Instagram account, with over 100 million downloads in its first week, it’s clear consumers were ready for a new way to engage in quick, casual conversations. Threads is not so much for selling, but more about listening, engaging, and building relationships with followers. Brands can share their personalities in fun, casual ways, and Threads doesn’t require the production of more time-intensive and polished content like Instagram does, although brands can still share a link, an image, or a video on Threads.”
This part I like, very much. As a storyteller who helps brands and people reach their targeted audiences, the ability to share content with authenticity and to have fun with the narrative and imagery are at the top of my list. However, like most things, the devil is in the details. There are a few concerns about the way the platform is set up.
“A downside of Threads, at the moment, is that, although you can deactivate your Threads account, you can’t delete your Threads account without also deleting your Instagram account. And although not a downside per se, Carothers cautions brands to “be aware that any @reply a brand makes to anyone on Threads can be seen by everyone — and shared by anyone — to their Instagram Story or Feed.”
She makes a very good point. For brands with social media managers or agencies, discuss this with your team now and establish a game plan before someone implements anything without your permission. Once a brand or a person signs into Threads, the platform must be managed, monitored, and, most importantly, fed regularly to be effective. Do you have the resources for this?
Amanda Blennerhassett, CMO of Kordz, shares her thoughts, as well: “The battle between Twitter and Threads may ultimately become another front of the greater conflict between political ideologies. Facebook (among other big tech platforms, including Twitter under its previous ownership) has been criticized in recent years for colluding with government organizations in censorship that have shaped the narratives and evolution of our society. Whether or not you think that’s a good thing likely depends on your own values and politics. And so, Elon Musk took over Twitter out of concern that this censorship is undermining free speech, which is the basis of democracy, and to ensure a level playing field. So, could the launch of Threads begin to divide audiences across the two platforms — essentially the right choosing Twitter and the left choosing Threads? Will Threads’ advantage of being a part of the Meta suite, along with Facebook and Instagram, win more favor with users and brands alike? Or will Twitter’s might and perceived objectivity allow it to hold position as the hub of heated debate? Time will tell.”
As Threads is still very much in its infancy — just two weeks old at the time of this article being written — and given the direct linkage and deletion policies, to name just a few of the concerns I have, I am going to take a cautious approach to this. I want to see how it performs and what the behavior pattern is of those who are active on it before I recommend it to others.
My “inside circle” of trusted professionals agrees. “While some brands are jumping into Threads feet first to take advantage of the increased share of voice, for many, I believe the tried-and-true principles of testing and measuring apply — they should secure their space, feel into the fit of this new dynamic with their existing strategy, test the waters, see how it evolves, and decide what investment this new social channel truly deserves in the marketing mix,” says Blennerhassett.
So, now’s the time to gauge what you and your company do next. The typical recommendation is to secure brand handles early for consistency, but once you’re in, can you afford to sit idly on the sidelines or will you need to be active? “The Threads app isn’t going to be a ‘one-post-per-day’ kind of social media platform, it’s going to be a thriving hub of activity,” notes Alicia Penherwood in an article running on the website Smart Company. Budgeting for this effort and monitoring the effort is critical.
Bottom line? Proceed with caution and pay close attention to what you and/or your company are agreeing to. Jumping into the swimming pool simply because it’s open may not be the best bet. Make sure you know how to swim first.
Want to discuss this more? Drop me a line at [email protected] and let’s chat!
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.
The experience is what people want and will pay for — so stop selling shiny boxes, fun features, and beguiling benefits.
Stop selling products! What? While this notion has made its way around the sphere many, many times over the years, our industry is still gravitating toward selling shiny boxes as though consumers are seeking to buy shiny boxes. But are people actually calling your company on the regular asking to buy a specific product and not any of the services you offer? Not likely. So, why keep selling as though they are? It’s time to change up your marketing approach.
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When considering ways to market your company and its offerings, social media should be top-of-mind and part of your current and future marketing plans and budgets. Why? Because social media is the fastest and easiest way to get in front of a consumer audience. Will it happen overnight? Not a chance. Will it happen over time? Absolutely. Only when it’s done right, though. Here are four things you can do now to get your marketing on the right track for the back half of the year.
First, block off one hour of time to identify the experiences your company delivers, rather than the products or the categories they fall into. Make a list of things that people can do with the technology and services your company provides. Instead of offerings like “outdoor entertainment systems,” “home theater,” or “security & networking,” think instead of the experience and make that the objective of the message conveyed. Consider “dinner and a movie under the stars,” or “poolside playoff viewing parties,” or “sipping through the sunset with the perfect playlist,” or more to-the-point experiences like “see who is home even when you aren’t.” Prioritize the list based on your company’s capabilities for the next six months and then prioritize it again based on potential profitability. The top three experiences your team can deliver profitably should be the priority for the remainder of the year. Everything else should be reviewed and reconsidered for next year.
Second, identify your target audience for these experiences and list what your team feels will most likely motivate people to inquire. Get granular here. Identify the types of clientele you have now that you would like to have more of in the future. Use this feedback to create buyer personas — semi-fictional representations of the various types of potential clientele your company wants to work with. The more you know about the types of clientele best suited to your offering, the better you can serve their needs and secure more of their business.
Third, develop visual assets that will best deliver the message each of those personas wants to hear and needs to see to encourage them to engage with your company and the services you offer. Since these assets are intended to be used on social media, each one needs to be sized according to the requirements of each platform. Hubspot offers a lot of tutorials and sizing guides you can access without having an account. Remember to always use the most current tutorials and sizing guides you can find, as parameters change often.
Fourth, dedicate time to review analytics for each of your active platforms and specifically how different types of posts are performing. You may find that video posts outperform everything else, or you may find that Reels or Stories are what your audience responds best to. Maybe weekend posts work well, or midweek ones do better. The only way you will know is by trying options. Do some A-B testing by repurposing video posts and creating new Reels, Stories, and Shorts with new captions, different music, with or without elements added, etc. Follow up to see how each version performs and use that intel to craft future posts and capture more effective imagery.
Here are some pro tips for social media marketing assets:
Alluring lifestyle- and experience-driven photos and videos pull people into your posts by giving them a sense of the experience they might enjoy if they were there in that space. Craft messages to accompany these visuals that are enticing, well-written, and “sticky” but not “salesy.”
Static product images aren’t compelling enough to slow the scroll. However, images with text overlay provide context and create a moment of pause for the viewer. For example, showing a photo of a Sonos speaker or soundbar isn’t very interesting to most people, but it does align your company with a brand that is arguably one of the most well-known with consumers. Overlay text on that speaker photo that says, “We sell speakers for all types of music lovers,” and now you’re more likely to attract people with different needs, wants, and budgets. Share this type of content on Instagram and Facebook as Reels, Stories, and Posts, using different verbiage in the posts to attract a wider audience.
Authentic videos that show diverse people enjoying tech in a variety of ways. Try creating “experience snippets” that show how homes can transition easily to accommodate a variety of experiences. For instance, take the viewer from brunch to a midday pool party outside to an indoor movie and game night. Share how tech makes the experience possible and more fun.
The Number One goal of this exercise should be to create more brand visibility and convert your target audience from social media platforms to your website and, ultimately, to submit an inquiry. As you craft your message and the image or video for the post, remember this goal and write to that spec.
Before you run out to start crafting posts, there’s just one more thing: Does your website currently serve funnel-filling, and does it do that well or is it clunky? Meaning, are you driving traffic to pages that quickly educate, inspire, and direct people to contact your team? If not, that’s something to consider quickly. As I like to say, get your house in order before you invite guests to come inside. Your “house” in this scenario is your website, and it needs to be ready to welcome the audience you want to attract. Landing pages are a great way to get people into your funnel.
Not sure where to start or need some inspiration to get off-center with your marketing, communications, or promotional activities? Shoot me an email [email protected] and let’s start the conversation. KMB is here and happy 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.
Imagine this: It’s Saturday and you’ve got the Pacific Ocean as your backdrop with the surf pounding the shores of Monterey Bay – once called “the greatest meeting of land and sea” in all the world. You are about to tee off on the 18th green at Pebble Beach with your friends in the middle of a harsh January blizzard and the temperature is well below freezing. Wait a minute. The Monterey Peninsula doesn’t get snowstorms and it never falls below zero– and why on earth would one be golfing even if that were the case? Ah, but you’re not in Pebble Beach, California! You’re at home in Chicago, toasty warm with the fireplace going, playing golf on a giant screen made for impact with scenes of the golf course and all of its nuances provided by Trackman, a leading provider of golf simulators. While others are snowed in, you and your friends are practicing, competing, and perfecting skills for the season ahead– and having one heck of a good time while doing it– all in the comfort of your own home.
In an adjacent room, teenagers are playing Minecraft with friends from the other side of the globe, then they’re off to ski and snowboard in Aspen, followed by afternoon bowling, and then enjoying movie night on a massive screen with the grandparents — a far more enjoyable place to be for many than the local theater and its chaotic environment. Yeah, this is the good life.
Having all this in your own home is only a phone call away, however it’s not a do-it-yourself project you can complete in a weekend. No way. These are highly technical, collaborative creations with numerous vendors involved with specific needs. Every detail matters. Which cabling to choose, how to control ambient light and focus players’ eyes on the screen, which audio to use, what video technology will best support the action, and a cohesive, acoustically-treated interior that will not only enhance sights and sounds but ensure the best sightlines for players and the audience, and so much more – right down to fabrics, fittings, chairs, and bar setups.
TAKE A SWING AND WORK ON YOUR GOLF GAME AT HOME DURING THE OFF-SEASON. IMAGE: LISA SLAYMAN
To do rooms of this scale right, you need a professional integrator and a professional designer collaborating cohesively on the project, and that’s what Todd Astill, of Nerve Park City, and Lisa Slayman, of Slayman Design Associates and Slayman Cinema, are bringing to market, together.
“What Todd Astill and I are collaborating on is a new way to tap into a trend that is skyrocketing. We want to open people’s eyes about the way these spaces can be used to entertain in a much larger, more impactful, and enjoyable manner, and everything we can do with them; how they can function and serve to delight and unite families and friends,” said Lisa Slayman, President of Slayman Design Associates and Slayman Cinema. “People don’t understand the magnitude of the technology and how complicated these high-end home installations are, but we’re bringing that to the forefront and showcasing what’s possible. Seeing is one thing, but physically experiencing these rooms are the only way to really understand what makes them so amazing. Once you’ve spent a few hours in a purpose-built eSports, gaming, and multisport simulation environment you will never forget the experience.”
Much like a dedicated home theater, eSports, gaming, and multisport simulator rooms need to be self-contained environments where players, and those in the audience, feel the sensation of sight and sound transporting them to another reality, freeing their mind of everything else. This is not your typical theater – it’s much, much more.
Think about this. An eSports, gaming, and multisport room can include sports everyone in the home enjoys and perhaps, desires to be competitive in. Golf, football, baseball, soccer, skiing, snowboarding, race car driving, cycling, rowing, and even cricket, rugby, bocce – you name it – the options for virtual sports simulation at home are practically limitless.
How big is gaming? According to a recent study from GamerHub, the gaming industry is now over twice the size of the music and movie industries combined. Yes, you read that correctly. That is HUGE and it raises the question, ‘Why are so many integrators ignoring this massive opportunity to incorporate gaming into the projects being done by our industry?’
“Most integrators don’t know how to implement everything that goes into a room like this – they’re sharing this with us as we are talking about this new offering. Many don’t know much about the gaming industry, haven’t gotten immersed in VR yet, and are intimidated by it,” says Todd Astill, President of Nerve Park City. “This category is greatly ignored now simply because integrators sell what they have always sold, and it’s easy to get stuck in that rut.” Until now.
ENTER A NEW REALM OF REALITY AND TURN YOUR ROOM INTO A COMPLETELY IMMERSIVE VIDEO GAME EXPERIENCE. IMAGE: LISA SLAYMAN
Another enormous untapped market for those interested in getting into this business is professional athletes. Many athletes are big-time gamers during the season and are even more active in the off-season because they can’t risk injury playing another high-octane sport. Being the competitive people they are, these athletes often turn to gaming for their off-season fix. Rather than hitting the slopes or playing games in their bedroom on a computer monitor, why not set them up with a room that can accommodate not only movies, but gaming and multisport simulation so they can compete with their teammates when they feel the need, and connect with family and friends when they need some downtime? Athletes, like most people, want to be immersed in the experience and what better way to do that than eSports, gaming, and multisport simulation rooms decked-out with crystal-clear sound, epic visuals, prime acoustics, and plush seating with options for viewers and gamers to get in on the action.
“Online gaming is what drives the gaming industry because people want to compete with others all over the world. They want to share what they are doing,” adds Astill. “The only reason athletes don’t have what we as integrators offer, is because they don’t know it exists. And it’s our job to change that. Lisa and I are paving the way.”
Astill says education is key — about gaming, simulation, and selling the lifestyle — and that there are no boundaries with gaming; you can connect with anyone anywhere. He emphasized that Integrators need to show technology is a way to connect with people rather than a way to isolate ourselves; that it’s about the social aspect and a way for families to draw closer.
The process for integrators to deliver an extraordinary home entertainment center comes down to four things, according to Astill and Slayman. The first aspect is to create one large social space and not scatter the experience throughout the house. Second is to not compromise the quality or integrity of the experience by providing and the best solutions to make it both beautiful and functional. The third factor is selling the lifestyle, not the technology. Customers are concerned with what is in it for them, not the nuts and bolts of the installation. Paint a picture of the ultimate visual and physical experience using visuals that represent the client’s interests as well as what’s trending. And fourth, champion the experience of friends gathering and famil bonding, where multiple generations can be in the same space enjoying themselves and their time together.
Thanks, in great part to the Pandemic, “people are now more interested in entertainment at home rather than going out; they’ve rediscovered that being home with family is awesome and they want a unique, dedicated entertainment space,” Astill concluded. “The convergence of all this demand is reinvigorating the opportunity for integrators to take the latest technology and turn it into something incredible, something no one else has.”
Contact Information: Lisa Slayman, ASID, IIDA
SLAYMAN DESIGN ASSOCIATES, INC. | SLAYMAN CINEMA slaymandesign.com
1485 Glenneyre, Laguna Beach, CA 92651
Tel: 949-715-4110
Todd Astill
President, Nerve Park City
6400 N Business Loop Rd, Unit G
Park City, UT 84098 [email protected]
(435) 333-1313
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.
It’s up to you to show your clients the value of the service your company provides, which isn’t always easy.
I actually started this month’s column with a completely different topic in mind. Yet, I kept coming back to a recent experience that I can’t help but share. Try to forget, for just a few minutes, that it’s warm outside…
First, some background. I live in the mountains, in a small town called Red Lodge, Mont., about 80 miles northeast of Yellowstone National Park. Winters here are long and can be wicked, but those who live here know what to expect. This year was no exception. It snowed heavily in the early season, again in December, but in mid-April, right as our local Red Lodge Mountain ski resort closed for the season, we got over 5 feet of snow in a two-day period. It was awesome! We had a snow party at our house and made the most of being snowbound. I parked a bottle of champagne, some OJ, and flutes in a snowbank in our yard while we listened to music, played with our dog Jackson, and grilled steak. It’s possible someone might have seen me skipping around in an inflatable sumo costume.
On the other end of the spectrum, many were snowed in for three days or more, and most were not happy about it. I shared our story and posted a heartfelt thank you and high-five to our snow removal provider and boy, were there a lot of negative comments from locals. “They are way too expensive!” was the resounding sentiment when they asked who plowed our driveway and yard before 9:00 AM on Day 1 of the snow event and every morning that followed, and when it was done, they brought in the skip loader, again, to clean it all up. We didn’t have to call, we didn’t have to question whether they’d be there, we just knew they would and they did.
What I found odd about all of this — and the reason I’m telling this tale — is that the very same people complaining about price were also complaining about service. The other snow removal services simply couldn’t get to our neighborhood for a few days because they don’t have the right equipment or team to make it happen any sooner. Let that settle in for a minute. Sound familiar?
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Living in this environment is manageable for us because we retain the right service providers. One of the most important ones is our snow removal company. They’re local, they have all the right equipment, and they’re always here first thing in the morning. When the bill comes, I usually don’t know what the amount will be, but I’m happy to pay it and am honestly never surprised. I know what to expect, not because I watch the clock to see when they arrived, left, and checked to see what they accomplished, but rather because I know what it takes to do what they do, and I want no part of it. They are worth every penny in my book. I love Baldwin’s and they’ve taken great care of us over the years. So, I tell people about the quality of their work, and I comment, post about them, and publish positive reviews to share my joy of how they take care of my needs, proactively, before I ever have to ask. Do they ever ask me to do this? No. Their service is what motivates me to do these things. They provide immeasurable joy and peace of mind.
So, what does my snow story have to do with AV and marketing? Everything!
You see, in the world of AV, we face the same challenges. Far too many people think professional AV integration is expensive and they shy away from it until they’re faced with a scenario where the experience truly matters. Want internet that works, supports your needs, is proactively updated, and is secure from outside intrusion? Want peace of mind and ambiance, as well as entertainment? Want a seamless, fun technology experience throughout the home and across the property that all who enter can easily use? It’s when people feel the positivity of the experience and realize it brings them joy that they will share that sentiment with others. What they paid or pay isn’t what’s front of mind — the experience and the value they get is what they’ll remember and tell others. When that happens, when people start sharing the love for your company on their own, your company’s visibility and reach are organically and, potentially, exponentially expanded. This is the holy grail.
Go out to the digital sphere and look at your business from the outside-in, noting how your services are promoted and the messaging used. Look internally and externally. How does your pricing compare to your competition? How does your service compare? Look at how people are responding. Do people in your market — the kind of customers you want to have — know firsthand or perceive your company to be a great provider who they know and trust? Do you really know?
Here’s another way of looking at it. Does your company rely on word of mouth? Active on social media, not just with posts but commenting, sharing posts, posting on related and relevant community pages and groups? Does it feel like your company is fully engaged with your audience and prospects or does it feel more like a post-and-go situation (only posting, not engaging)? More than anything else, when you look at your company’s social media feeds and marketing efforts in general, are you inspired by them? Would customers in your portfolio or prospects tell you the same thing? Better yet, would they act on the messaging they’re being presented?
Given it’s now the middle of the year, I encourage you to block a few hours on your schedule to do a deep dive into how your company communicates, presents itself, promotes its services and expertise, and how people are responding to it. If responses seem light or nonexistent, start looking at other companies’ feeds and, when you do, be sure to also look outside of our industry for cues. Take screenshots, notes, and spend time with your team working on ways your company can better communicate not only what it does, but how it brings joy to your clientele. Do this quarterly, without fail.
After projects are completed, ask for feedback and share positive sentiments with the world. While you’re at it, ask your happy customers to do the same, to share their joy for your company in their social media, by posting reviews, sharing info with their friends and peers. When they do, return it in spades and thank them, publicly. In my experience, ask, and you shall receive. Reciprocate and you will reap far greater rewards than you can imagine.
Not sure how to do this or need some inspiration to get off-center with your marketing, communications, or promotional activities? Shoot me an email at [email protected] and let’s talk. KMB is here and happy 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.
Only at CEDIA Expo can you experience cutting-edge innovation, learn from top experts in the residential technology industry, and connect with like-minded smart home pros in one place. We can’t wait to meet you there. CEDIA Expo 2023 happens THIS WEEK September 7-9, 2023 at the Colorado Convention Center in Denver, CO, and will be co-located with the *new* Commercial Integrator Expo.
