On this episode of LAVNCH [CODE] DeCoded, Katye McGregor Bennett from KMB Communications discusses the AV Yoga event happening at the 2023 CEDIA Expo in Denver, CO.
AV Yoga is an online gathering of AV industry peers from around the globe that’s grown into a tight-knit community; the group came together during COVID and made connections in a way no one could ever have imagined. AV Yogis stretch and de-stress, laugh, share struggles, and have a ton of fun together. All are welcome!
At the 2023 CEDIA Expo the group is hosting a yoga class. All CEDIA Expo and Commercial Integrator Expo attendees are encouraged to join for a fun, hour-long all-levels practice designed to help showgoers de-stress and connect with friends and peers.
Click here to registerfor the second annual AV Yoga @ CEDIA Expo, which will be held on Saturday, Sept. 9 from 7:30 – 9:30 a.m. at the Colorado Convention Center in the Four Seasons Ballroom. The cost to attend is $25 per person and the first 50 registrants will receive a free logo’d yoga mat. Attendees must have a valid CEDIA Expo or Commercial Integrator Expo badge.
The practice will be led by Maddie Ringer of Sunshine Yoga in Red Lodge, MT. For questions, contact McGregor Bennett via phone or text at 425.328.8640.
The event is sponsored by Snap One, Somfy, NuTech Group, Apex Technologies, Emerald, and KMB Communications
At KMB Communications, we not only strive to serve our clients platters full of published stories, articles, quotable commentary, and other delectable media-related opportunities, but we also endeavor to identify the best spots to eat, drink, and enjoy time with peers during tradeshows. Why? Because, in our mind, what happens at the show is as important as what happens afterward at dinner, over drinks, during breakfast meetings, or chance encounters. That’s when conversations unfold, business is built, and friendships are often made. Over the years we’ve been honored to be at the table, to share the stories of our industry, and bring some levity to things while we’re at it.
Our Tradeshow Foodie Blogs are here for you, sourced from your peers, and should provide some great options. But we’re always looking for more, so please share your faves and send pics, too. CEDIA Expo will be in Denver for a long time, and we’ll all need new spots to try!
Here are this year’s hotspots to try while in Denver, CO for CEDIA Expo.
Barrie McCorkle, Director of Supplier Programs, D-Tools Inc.
If you know Barrie, you know he’s one of our industry’s most relied-upon providers of food recommendations and reviews. Here’s his rundown on Denver hotspots.
Guard & Grace (https://www.guardandgrace.com/location/denver/#denver-dinner): From one of my favorite chefs, Troy Guard. Any of his places are amazing. There are 4 in Denver. We have lots of great steak houses in Denver including Elway’s, STK, and others. This is the hot spot.
Cholon (https://www.cholon.com/downtown/):World Famous Soup Dumplings. Literally. There was a show done on Travel or Discovery that showed how they make them. The dumplings are made with French onion soup and gruyere cheese inside. It’s an amazing flavor explosion in your mouth. There is not a single thing on the menu that isn’t fantastic.
Café Brazil (https://cafebrazildenver.com/): No, it’s not skewered meat, it’s authentic Brazilian with a Rum bar). OMG. Just go. On of my Top 10 restaurants anywhere I’ve ever been.
Ace. Eat. Serve. (https://www.aceeatserve.com/menus/main): BOMB Asian fusion food in a cool setting. More relaxed, outside seating with good weather, and ping pong if you are so inclined.
Hop Alley Denver (https://hopalleydenver.com/): Also Asian fusion. Very good spot. Make sure to order the Beijing Duck Rolls
Hapa Sushi https://hapasushi.com/ – One of many solid sushi spots in Denver. Matsuhisa and Uchi are also premium spots.
“Taking the naïve to the Fort is excellent. Order the Rocky Mountain Oysters but don’t tell your guests what it really is.
It’s a bit disappointing they don’t seem to have Rattlesnake strips in Cocktail Sauce but offers a great atmosphere. Don’t leave without more than one desert (now you know why I love this guy!).
If you want to do the Buckhorn, good idea to make those reservations ASAP. The Buckhorn has the rattlesnake appetizer to join in with the Alligator and RMO. The Hot Dutch Apple pie A la mode with cinnamon rum sauce … don’t tell anyone about it or they’ll run out. Followed by Sorbet.”
Vijita U.G., Director of Customer Experience, NuTech Group, and founder of #AVFoodies
Vijita visited Water Grill on Monday here’s her *very recent* foodie review!
“Water Grill is originally from Los Angeles and has a Denver location off Market and 17th Street. It is a fantastic dining experience for any seafood lover of crab, fish, clams, oysters, shrimp, and more. The staff is friendly and attentive with a great knowledge of the menu. Also, a bonus is how easy it is to make a reservation with Open Table.
My starter was a sourdough bread with flaky sea salt butter. I can’t say no to a well-buttered roll and I paired two appetizers to create a main course and finished with a dessert.
New England Clam chowder with applewood smoked bacon – A Signature dish that everyone should try once.
Wild Spanish octopus | charcoal grilled with fingerling potatoes, niçoise olives, roasted tomatoes, lemon and olive oil – Perfect dish for summer flavors.
Peanut butter and salted caramel ice cream made in house – A sweet treat to finish off the night.
Overall, it was worth it to fully indulge in the seafood offerings and treat myself to a quiet evening before the start of CEDIA.
Runner-up: Breakfast at Syrup Downtown off Curtis and 18th. The army of people waiting to be seated let you know that this was a great spot featuring dishes like The Kitchen Sink, Crack Bacon, and Beignets. The only con is no reservations, it is first come, first serve.
I went with a basic “Eggs Your Way” with two eggs any style, choice of meat, choice of bread, and smashed tater tots. The smashed tater tots stood out as unique since it is usually hash browns served for breakfast. Enjoy a cup of coffee or upgrade to a vanilla latte if you prefer something more out of your caffeinated beverage. If you fancy a breakfast spot off the beaten path, then this is your place.”
Karen Mitchell, writer, Residential Systems magazine, and Denver local
“For drinks and small plates, and dinner, go to the Cooper Lounge on the upper floor at Union Station. You absolutely need reservations. Very fun. Highly recommend the negronis and shrimp cocktails!”
Jana Donohoe, Interior Designer, Jana Donohoe Designs — Who will be attending CEDIA Expo on Thursday along with the Day of Discovery event taking place that day, made possible by our friends at Technology Designer magazine.
Sadly, I tried to get a reservation, but they were booked very far out. Good to know for next year!
So, there you go, friends. While not a complete list by any means, this will get you pointed in the right direction. Share your finds and we’ll feature them next time!
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.
Getty Images
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.
