When was the last time you looked closely at your company’s profile and how it presents itself to the outside world?
When was the last time you looked closely at your company’s online presence? More importantly, when was the last time you or someone else modified that presence to dramatically improve the clarity of the message and provide more relevant visuals?
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Here’s why I’m asking: I was doing some brand strategy work recently with someone who shared the name of a company I’d never heard of before. The more I heard about their offering, target audience, and go-to-market strategy, the more intrigued I was. As soon as we concluded our call, I eagerly went online to learn everything I could about the brand. Know what I found? A web presence that was nothing like what I had been told. Worse, it was the complete opposite. Company descriptors said they specialize in providing products for high-end homes and properties, but the images Google shared when I searched the company name were of a nondescript ’50s-era cinder block building in a strip mall in the middle of nowhere that looked sketchy at best. I was dismayed, to say the least.
So, again, I will ask: When was the last time you took a hard look at your company’s online presence and made changes? This isn’t a question only for larger companies — it is a question for ALL companies. If the answer is more than a year and if that effort wasn’t comprehensive, now is the time to commit to reversing that trend, fast. I will go out on a limb and say there are likely very few companies in the channel that wouldn’t benefit from a brand refresh that includes visuals and verbiage.
Look at it this way. If someone were looking at your company for the first time, for any reason, does the vision provided match the narrative? And does it do that successfully on every platform across the sphere, including websites, social media platforms, video platforms, forums, authored articles, in employee profiles on LinkedIn, and comments made on posts, stories? When was the last time you checked GlassDoor? There are many layers to the digital onion. Companies and brands must peel back the layers and inspect what each reveal regularly to be sure each one is right for the time, right for the audience, and right for the market.
Here are a few quick things you can do to get this underway:
Make a list of all online properties for your company and include links to each profile.
Copy the descriptors being used and compare each one to the others, highlighting variances.
Next to each listing, add a screenshot of the website homepage, Google search results page, Google Business Profile, LinkedIn page, and all of the social media platforms the company has (whether active or not).
Now, compare all that to what your company intends to say, show, and support — what do you see?
Likely, you will see some work that needs to be done, and that’s a good thing! There are very few companies, if any, that will go through this exercise and find nothing to change. Even the biggest will experience times when these things get moved to the back burner. It’s okay, give yourself a break. It happens, but it should happen less frequently, so make that the primary goal but vow to increase the frequency every year so that this becomes part of a quarterly or bi-annual review and refresh process. You need to make it so that your stakeholders not only buy into it, but support it because they and their peers will benefit from more engaged prospects and customers and fewer questions asking what your company does. Don’t get caught in that rut.
Take time now to create a review process and schedule, and then stick to that plan. Involve your stakeholders in the execution of the review and then put the resulting modifications in front of your team. Does it provide clarity to your target audience, and is it compelling? If not, keep working on it. Like a woodworker, you will need to carve, sand, whittle, sand again, maybe whittle again, and then polish up before stepping back to see what things look like and how they feel.
Sometimes this can be a daunting task to undertake. I get it! As always, worry not. There are agencies, firms, and freelancers that offer this service and, as always, I’m here to help. Drop me a line if you want to discuss or learn more.
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.
If prospects aren’t saying yes to what your firm is suggesting, consider changing the structure of the conversation.
Over the years, many in the integration business have learned hard lessons about the negotiation process and what it takes to get a signature on a proposal as it was originally delivered. Savvy consumers now know where to search to check pricing and are not afraid to challenge products listed, prices quoted, and whether items specified are essential. Having the right script can make all the difference.
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Today, integrators must skillfully balance the needs of the client and the stated budget while simultaneously ensuring the client understands that the proposal provided achieves exactly what they desire. Protecting the spec is critical for maintaining integrator margins, but products and prices are the first thing to get scrutinized when negotiations shift to the overall cost of the project.
To put things into perspective, D-Tools shared in its 2023 Midyear Market Health Report that only 47 percent of the quoted price remains in the final contract. Read that again: Only 47 percent of the quoted price remains in the final contract. Yikes, that’s a lot — much more than I would have suspected. Many integrators I’ve worked with and know will say keeping margins intact is proving to be more challenging than before. Much of this is attributed to the broad availability of product pricing information online and the fact that consumers are more aware now than ever before of what technology can do and have a sense of relative price points (or believe they do).
When faced with “value-engineering” or “de-scoping” conversations that reduce the price or scope of the original spec, here are three things you can try:
Take time to state and reiterate your firm’s differentiators — the unique aspects of the company that the competition does not have. If you don’t already have this clearly defined, do that now and make sure everyone on the team knows, understands, and can repeat them with confidence and ease. This should be part of the conversation from the very start, but it bears repeating when you deliver the proposal.
Provide relevant examples of your firm’s authority and trustworthiness — share not only affiliations but also awards won and accolades received from people or businesses like those you are proposing new business to. Proudly showcase positive reviews and provide some context for how they were derived; what the projects entailed and how your firm went above and beyond.
Proactively set expectations about the proposals your firm provides — telling the prospect or client what they can expect and then delivering to (or above) that is a great way to win the project, which, of course, most already know. However, setting expectations for the way projects are priced, how installations are supported, and how the client will never be left in a lurch because of this high standard will prevent extensive questioning.
In addition to creating branded sales tools and leave-behinds that provide this information, some firms are looking at rewriting the script, so to speak, which is a fantastic idea and a great use of time as the year gets underway. Why bother if sales are happening on the regular? Assuming your team can deftly navigate price negotiations and protect the spec that’s best not only for the client but also for your firm could prove costly in 2024, as consumers are only getting more savvy and the need to effectively defend what we do in the custom installation channel and what people should expect to pay is more important than ever before.
Have you listened to the pitch your team is providing? How successful is the close rate? How are projects lining up for the year, and what do the margins look like on them? If you don’t know or haven’t looked in a while, go through that exercise now, and with those answers chart a new course for the year that includes modifying the approach to ensure a more successful outcome, more often.
These are just a few suggestions, questions to ask, and things to consider. Of course, and as always, if you need help sorting out the script, finding a way to put the right words on the page, or an effective communications strategy for your firm, drop me a line. I’m here to help!
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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.
WALL-SMART products beautifully conceal tech gear in homes and businesses. Co-founder Galia Ben-Dor shares what’s new in the lineup for 2024 and what will debut during the Integrated Systems Europe (ISE) show in Barcelona, Spain.
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.
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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.
