Keeping it simple and relatable is the best way to engage an audience.
Technology’s role in our line of work is simple: to make people’s lives easier and more enjoyable. Yet the messaging many tend to use in their marketing and sales efforts is engineering- or spec-driven, highly technical, overwhelming, or assumes too much familiarity. In that case, clients, prospects, and trade partners often feel alienated and dismiss what’s being offered as unnecessary or even intimidating.
The solution? K-I-S-R (Because I had to use at least one acronym in this column) — Keep it Simple and Relatable.
Image: Alena Butor/Getty Images
Why Simplified Messaging Matters
While home technology can add convenience and luxury, many potential customers may initially view it as complex or intimidating. A survey by CEDIA, for example, reveals that clients often want technology that is easy to use and understand rather than overwhelming or overly complex. As I’ve shared in other columns, the best way to engage new users is to strip down the complexity and talk in terms that resonate on a personal level.
You may be reading this and thinking, “That’s easy, I’ve been selling AV for decades!” Challenge yourself to put that confidence to the test. Write a promotional narrative for one product or service you want to sell more of that addresses the needs of the least knowledgeable person in a specific audience segment you want to attract, using 50 words or less, zero acronyms, and basic language. What image would you pair with that? Not easy.
As part of your annual planning, go through this exercise with stakeholders and sort out the language you’ll use to reach the audiences you seek. It will be both enlightening and beneficial, and the outcome will be useful.
Here are a few key strategies for keeping your marketing language simple.
Skip the Jargon. Tech talk can make a brand seem authoritative, but it can also put off potential customers who are unfamiliar with the field.
Use Relatable Language and References. Connect with clients on a personal level by referencing everyday scenarios that show how your technology offering fits into their lives. People need to see how your product can solve a real problem or enhance their day-to-day lives.
Don’t Assume People Want Complex Technology. People generally want technology that “just works” without requiring too much interaction or maintenance. Brands and businesses should therefore focus on promoting ease-of-use and reliability rather than over-emphasizing advanced features that require technical knowledge. Promote features that show how easy it is to operate, like voice commands or app-driven experiences.
Share Fun and Unique Use Cases. Showing people how tech can be enjoyable and enhance their lifestyle in new ways can be a big draw. Show them how you can deliver personalized and customized experiences. Talk about scenes that create memorable moments, like movie nights with lights that dim automatically, or for holidays or events with color-changing lighting and preset playlists. Some have had success touting audio systems that bring the concert experience into the living room. However, in recent experience, even “audio” may not be a term some are familiar with, which again illustrates the need to scrutinize every word used.
Adapt your approach based on the primary needs and concerns of the audience you seek to engage
After you’ve implemented this and have analyzed the results of a more targeted approach, what did you learn? Was there a particular segment that leaned in more or a category or conversation style that resonated more? Perhaps the timing was right or the visuals were spot-on. Ask people what drew them to your brand or business and then iterate based on that feedback.
Remember, marketing should meet clients, prospects, and trade partners (or whoever your audience is) where they are, with clear, relatable, and enjoyable content that shows how technology can make their lives better. When brands and businesses avoid jargon, use compelling visuals to explain concepts, and make tech accessible, people will feel more inclined to engage and explore.
Clarity and simplicity are key to capturing and retaining an audience eager to understand just how technology can enhance their home experience. If you focus on this as you develop and refine your marketing plan for the year ahead, you will likely establish a more engaged audience that has a deeper interest in what you’re offering.
Not sure where to start or how to get off-center with this concept? Drop me a line — I can provide a few quick tips and if you’d like to know more, we can schedule time for a deep dive. [email protected].
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.
Co-hosted by Luxe magazine, top designers, builders, and architects explore the seamless fusion of luxury living and smart home innovation at Daisy’s new Coachella Valley Experience Center
Costa Mesa, Calif., December 18, 2024 – Daisy, the first nationwide home and small business technology installation and services company, celebrated the grand opening of its newest branch location with local designers, builders, and architects at an event co-hosted by Luxe magazine. Surrounded by several high-end design stores in the trendy Coachella Valley region of Palm Desert, California, Daisy’s newest location features a state-of-the-art 2,000-square-foot Experience Center. On hand to demonstrate to guests a range of beautifully integrated world-class technologies, were the Daisy franchise co-owners Matt Walin and Charles Dyer, Daisy CEO Hagan Kappler, and several team members across operations, sales, marketing, and finance.
The Coachella Valley Experience Center is intentionally designed to accurately depict life in a luxuriously appointed smart home, featuring the seamless integration of professionally customized Ketra lighting, Lutron shades, audio/video, and automation systems. Guests attending the exclusive event were able to witness the harmonious relationship between a home’s design elements and technological capabilities.
“Building on many years of experience servicing clients in Orange County, we’re excited to launch in the trendy Coachella Valley – an area known for modern luxury,” says Walin. “We’re proud to premier this unique space, which sets a new benchmark for how technology can enhance living experiences with a blend of innovation and artistry,”
Dyer adds, “We’re thrilled to launch this brand new Daisy branch and are already bringing exceptional experiences to Coachella Valley clientele. I’ve been in the technology industry for many years, but this journey from first meeting Daisy earlier in 2024 to today has been amazing. Matt and I appreciate Daisy’s dedicated team and branch support systems behind us to get to this point and are excited for our growth ahead.
Kali Smith, Associate Publisher of Luxe Magazine, Southern California, says, “At Luxe Magazine, we celebrate spaces that blend design, innovation, and luxury. Daisy’s Coachella Valley Experience Center perfectly showcases how technology can elevate home design with style and sophistication. We were thrilled to partner with Daisy for this grand opening.”
Groundwork for the Coachella Valley Experience Center grand opening began just over three months ago, with the partnership of Walin, the owner of Daisy’s flagship franchise in Costa Mesa,and Dyer who Daisy’s Franchise Development team initially engaged and who brings a wealth of expertise from Microsoft to technology start-ups.
To learn more about becoming part of Daisy’s team visit daisyco.com. To learn more about converting your existing custom integration company to a Daisy franchise, visit https://daisyco.com/for-integrators/, or to start a new business, visit https://daisyco.com/franchising/.
Daisy is a national home and small business technology installation and services company. Daisy partners with builders, architects, designers, and homeowners to create, install, and service optimal audio visual, lighting, shades, and security designs to enhance their clients’ experiences in their homes and offices. Daisy also provides ongoing support to steward clients through their lifetime technology journeys. For more information visit daisyco.com.
Daisy Media Contact
For interviews or more information please contact Katye McGregor Bennett of KMB Communications by phoning (425) 328-8640 or emailing [email protected].
Iconic San Francisco Bay Area home technology services company, Hermary’s, brings six decades of expertise, client trust, and innovation to Daisy’s national network of 14 company owned and franchise locations.
Costa Mesa, Calif., December 6, 2024 – Daisy, the first nationwide home and small business technology installation and services company, expands its northern California footprint by acquiring Hermary’s, a groundbreaking luxury home technology integrator since 1963. Founded and led by Clarence Hermary, the company has built a strong reputation for cutting-edge technology, outstanding craftsmanship, and commitment to high-quality client services. Hermary himself originally pioneered the designing and building of switches and controls for whole-home audio, followed by the addition of visual technology. Decades later the company continues to thrive, servicing loyal clients and upholding deep connections with leading architects, designers, electricians, and builders in the area.
“We’re thrilled to welcome Hermary’s as a Daisy flagship location,” says Daisy’s Co-Founder and CEO Hagan Kappler, who recently won the Gold Stevie Award for Most Innovative Woman of the Year in the Franchising category. “The Hermary’s team brings design expertise, innovation, and a commitment to quality, not to mention their incredible showroom in San Francisco’s design district. We’re honored to partner with a firm with such an impressive legacy, and to pursue new growth opportunities together.”
The Hermary’s showroom, in the design district of San Francisco, adds a unique dimension to the Daisy network with its high-end retail footprint. Daisy’s showrooms, located in Costa Mesa, CA, Pompano Beach, FL, Los Gatos, CA, and now San Francisco, CA, enable its clients, including interior designers, builders, architects, and homeowners, to experience technology in real-life settings, including striking visual, audio, and lighting experiences that sometimes need to be seen (and heard) to be believed. Hermary’s expansive space located in San Francisco’s downtown design district features leading technology brands including Control 4, Savant, Lutron, Hunter Douglas and more, and highlights the latest in luxury technology available to homeowners in the Bay Area.
“After decades of building strong relationships with our clients as well as with the design and builder communities, our partnership with Daisy provides an exciting path forward,” says Hermary. “Joining Daisy allows us to extend our reach while maintaining the values that have guided us for 60 years. This collaboration reinforces our commitment to delivering top-tier connected home experiences that enhance the comfort, security, and sophistication of luxury residences. We look forward to combining our expertise with Daisy’s unique support systems to create even more innovative, customized solutions.”
As Hermary’s integrates with Daisy, Clarence Hermary will step down from his responsibilities at Hermary’s to join Daisy’s team as a senior advisor and Paul Foley, a long-time Hermary’s leader, will become General Manager.
With the addition of Hermary’s, Daisy has now completed eight acquisitions in less than 10 months. Daisy has also added seven franchise locations during that time. The Daisy team supports its branches through its 10-point operating system, including call center, technician support, product support, finance support, talent recruiting and training support, recurring service support, and sales, marketing and branding. Daisy also applies its expertise in acquisitions, with team members hailing from M&A authorities such as Goldman Sachs, ServiceMaster, Terminix, and Berkshire Hathaway, providing an additional layer of growth support for its franchisees looking to consolidate in their markets.
To learn more about becoming part of Daisy’s team visit daisyco.com. To learn more about converting your existing custom integration company to a Daisy franchise, visit https://daisyco.com/for-integrators/, or to start a new business, visit https://daisyco.com/franchising/.
Daisy is a national home and small business technology installation and services company. Daisy partners with builders, architects, designers and homeowners to create, install and service optimal audio visual, lighting, shades and security designs to enhance their client’s experiences in their homes and offices. Daisy also provides ongoing support to steward clients through their lifetime technology journeys. For more information visit daisyco.com.
Daisy Media Contact
For interviews or more information please contact Katye McGregor Bennett of KMB Communications by phoning (406) 446-1283 or emailing [email protected].
All brands, products, product names, trademarks, and registrations mentioned are the property of their respective owners, all rights reserved
With a sleek design and premium sound, Era 100 Pro brings simplified setup with PoE+, versatile orientation via a pro-grade mount, and more customizable control with zones, a new software tool to manage larger scale installations
Santa Barbara, Calif. — November 14, 2024 – Sonos (Nasdaq: SONO) today announced that Era 100 Pro, its first-ever solution optimized for professional installation in light-commercial and residential spaces, is now available for pre-order and will ship starting January 28, 2025. Exclusively sold in pairs through select Sonos partners specializing in professional installation, Era 100 Pro will be available alongside Era 100 Pro Surface Mount (sold separately), which delivers flexible mounting for a variety of layouts and applications. Zones, a new software feature that makes configuring and controlling multiple speakers easier and more customizable for larger spaces, will be available via a Sonos app update on iOS and Android at the same time.
“Following our entry into the $2B light commercial audio market last year with Sonos Pro, our SaaS product for businesses, we are now making our hardware debut with Era 100 Pro, the first Sonos product designed specifically for professional installation,” said Patrick Spence, CEO of Sonos. “With a focus on creating the best solutions for our installer community, we have built a strong team of industry veterans across product, engineering, sales and more to lead our professional developments. In collaboration with our global partners, we’re committed to furthering our commercial business and offering new, much needed solutions to this market.”
The solution has already received positive feedback from the installer community since its announcement in September 2024. rAVe [PUBS] named Era 100 Pro the Best New Audio Product as part of their 2024 Commercial Integrator Expo Awards, and Inavate named it an audio finalist in their 2025 Inavation Technology Awards, the winners of which will be decided next year.
Built for Professional Installation
With the rich sound, elegant design, and versatile control that Sonos is known for, Era 100 Pro has been specifically designed to provide a complete, end to end solution for professional installation.
“Crafting custom audio systems is no easy feat. Dealers, distributors and integrators are tasked with recommending, curating and installing the best audio systems for their clients, which vary across a wide spectrum of needs, uses, budgets and layouts,” said Chris Heintzelman, VP, Product – Professional. “Sonos is delivering a new choice with Era 100 Pro, the company’s first solution specifically engineered for professional installation. We prioritized simple setup, flexible configuration and reliable ease of use, so installers can complete jobs more efficiently and deliver timely installation to their clients.”
Power over Ethernet: With one single cable that delivers both power and data, Era 100 Pro simplifies the installation process by eliminating the cost and complexities of having to install AC mains at each speaker location, allowing more unique configurations in various locations. Era 100 Pro is optimized for PoE+ but can also be used with standard PoE. With Power over Ethernet, business owners can utilize wired-first networking for enhanced reliability, speed and performance, while also seamlessly integrating into an existing network setup.
Customizable with zones: Introduced alongsideEra 100 Pro, zones offers an easier and more customizable way to orchestrate and control larger scale installations. Users can configure speakers together into a predictable, unified entity, providing a more permanent experience that stays consistent throughout use.
Versatile Surface Mount (sold separately in pairs): Era 100 Pro Surface Mount boasts 30° pan and tilt ranges and 360° rotation, enabling installation in any orientation. Its indexed ball joint allows installers to achieve repeatable angles with precision, enabling fast deployment when mounting multiple speakers, while also ensuring the speakers won’t sag over time. Able to affix to virtually any surface, the mount can also accommodate hidden or exposed cabling, and has a locking base plate for theft deterrence.
Safety enhancements: Era 100 Pro has a built-in threaded insert and optional eyebolt that provides a secondary safety attachment point should building codes require it, helping the speaker withstand seismic events and avoid accidental damage. The hook receptacle increases stability when paired with the Surface Mount in non-portrait orientations.
Premium sound: Leveraging the same acoustic architecture as Era 100, Era 100 Pro provides high quality sound and impressive low frequency performance, unique within the PoE speaker category. With two 0.63 in / 16 mm silk angled high-frequency drivers and a 3.5 x 4.4 in / 90.8 x 111.9 mm carbon filled-polypropylene low-frequency driver, the speaker delivers rich sound across a wide 240° horizontal dispersion, giving broad coverage from a compact profile.
Sonos Pro compatibility (US only): Clients can controlEra 100 Pro and zones directly from the Sonos app or Sonos Pro dashboard via a tablet or computer, allowing a seamlessly integrated business solution without needing additional control units or components.
Sonos (Nasdaq: SONO) is the world’s leading sound experience company. As the inventor of multi-room wireless home audio, Sonos innovation helps the world listen better by giving people access to the content they love and allowing them to control it however and wherever they choose. Known for delivering an unparalleled sound experience, thoughtful design aesthetic, simplicity of use, and an open platform, Sonos makes the breadth of audio content available to anyone. Sonos is headquartered in Santa Barbara, California. Learn more at www.sonos.com.
Specialists in large-scale digital art productions, WAVEFORM.exp turns to Digital Projection for a massive projection mapping project in downtown Denver, CO.
Residents and visitors of downtown Denver often stroll through the historic Civic Center Park, paying little attention to familiar landmarks like the courthouse or the golden-domed capitol building. However, on certain holiday weekends, as the sun sets, these monuments come to life, transforming into massive canvases for breathtaking, illuminated 3D art.
The Denver Civic Center Conservancy commissioned the illusionary specialists WAVEFORM.exp to create this mesmerizing spectacle. In turn, the WAVEFORM.exp team relied on the imaging expertise of Digital Projection and the precise color rendering and high brightness of its technology to bring the specially designed scenes to life. “Since its inception in 2020, our mission has been to merge art and technology in public spaces, transforming everyday structures into something magical and memorable, even if only for a moment,” says WAVEFORM.exp co-founder Sam Moritz. “We have found that imaging solutions from Digital Projection excel at accurately portraying the digital artform we create for these high-profile, public venues.”
An All-American Tribute to Art and Technology
One of WAVEFORM.exp’s first projects for the Civic Center took place just before the Fourth of July. The task: Create an exciting, loosely themed Independence Day narrative projected onto the elegant exterior archways and columns of the Civic Center’s iconic Greek Theatre. This city-sponsored event was open to the public and held in an outdoor space stretching 12 acres, allowing thousands of people to gather comfortably and watch as the scenery around them shifted seamlessly from one vibrant, colorful projected image to the next.
The 5-minute audio/visual show featured dozens of carefully designed 3D renders, celebrating both the holiday and the beauty of Denver and Colorado as a whole. “We crafted high-impact, attention-grabbing 3D content and used technology that works within the realm of projection mapping to stylize it specifically for the event,” says Pat Higgins, WAVEFORM.exp co-founder.
The Right Projection Rig for the Public Performance Gig
Creating unique content for Denver’s special Independence Eve event was only part of WAVEFORM.exp’s responsibilities for the celebration. “Equally important was selecting projection equipment that could deliver that content with maximum impact,” says Higgins. “The images we projected onto the Roman-style amphitheater needed to be bright, accurately reproduce color, and cover a surface spanning 188 feet across and 35 feet tall.” WAVEFORM.exp knew that a single projector couldn’t achieve this. Three Digital Projection M-Vision 23000 projectors were utilized to maintain the brightness and depth of the three-dimensional visual effects across the amphitheater. “You can have the best content in the world, but if the projector’s imaging capabilities are mediocre, the whole experience falls flat,” Moritz adds.
“Getting to The Greek” with a Trio of Digital Projection M-Vision Projectors
In an outdoor environment like this, “the sun is your worst enemy,” says Moritz. “That’s why we rely on Digital Projection.” Although the Independence Eve show was set to be presented at night, WAVEFORM.exp needed to impress the event coordinators by demoing the installation and content the night before, with their trio of matching Digital Projection M-Vision 23000 projectors.
“When the project’s key stakeholders saw the amphitheater transform into a magical, living piece of digital art, they were ecstatic. After two months of carefully designing the audio/visual show and projection system, it felt so rewarding to see it perform in person,” adds Higgins.
To protect the projectors overnight and ensure an all-weather show, WAVEFORM.exp chose to house all three units on custom-built shelving within their company van. “The compact form factor and low heat output of these projectors made this unconventional setup possible,” Moritz says.
Customer Service: The Cornerstone of Creative Imaging Expression
For optimal results and a fast, temporary installation, WAVEFORM.exp conducted all essential projection mapping calculations in advance over the course of two months, using equipment specifications provided by Digital Projection, which streamlined the installation process significantly. “When we arrived the night before the event to set up, the configuration, calibration, mapping, and precise positioning of the projectors all were complete in just four hours with little to no time to adjust the mapping during the night of the show,” Higgins recounts. With such a complex and time sensitive installation, Digital Projection was able to showcase their exceptional service and support.
The event was such a success, and the partnership between Digital Projection and WAVEFORM.exp proved so effective, that they have since collaborated on several more projection mapping projects. “DP’s hands-on customer service not only helped us get up and running quickly but also positioned us for success with several cutting-edge experiential projects in the works,” says Moritz.
For more information about Digital Projection and its extensive line of premium LED displays and projection systems, please visit https://www.digitalprojection.com/en-us/.
