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CEDIA EXPO 2011: A Marketing Matters Recap

by Scott Moody, Director of Public Relations

 

I don’t care what the attendance was or how many exhibitors where at this year’s CEDIA EXPO compared to previous years. From anyone who attended or exhibited at this year’s show, I heard nothing but great things. All things considered, it was a great show, especially for our clients on the public relations side of the house. We had tons of new products, new technologies, new people and new companies making debuts at the show.

 

In case you didn’t get a chance to make it to CEDIA EXPO 2011, we wanted to give you a brief recap of what you may have missed from Marketing Matters’ amazing roster of clients exhibiting at the show.

 

3D Now

I often hear people say “I don’t like 3D” and to that I say “B.S.”. A well-done 3D movie or television broadcast is amazing and I don’t understand how anyone would argue differently. However, the 3D market hasn’t taken off nearly as fast as many had anticipated and one of the biggest reasons is consumer hesitation to rush out and buy new 3D-ready displays. It was just a few years ago that we saw many consumers buying brand new displays thanks to the major price drops in flat panel TVs pushed by the digital TV transition. Naturally, homeowners would be reluctant to replace those fully-functional TVs so soon.

 

CEDIA-newcomer 3D Now used CEDIA EXPO 2011 to offer of its new technology which converts any 2D HD display to an amazing 3D experience in just three steps. Attendees to the show saw exactly how 3D Now’s products can be incorporated into virtually any existing home entertainment system, offering a great retrofit solution for customers who want 3D without having to purchase a new TV or projector.

 

Bedrock Learning

The key to success in any business, especially in an industry such as AV where technologies, products and trends change by the minute, is continuous education. I would find it hard to believe that any industry professional would argue against the idea of expanding their expertise through product or business training. However, sacrificing time away from the office or job site to attend off-site training is a luxury most professionals can’t afford. At the same time, it’s becoming equally difficult for manufactures to allocate resources to organizing in-person training for customers.

 

As attendees to the show learned, Bedrock Learning’s new Bedrock Vortal is the perfect solution for installers and manufacturers. The Bedrock Vortal is a new comprehensive, cost-effective, online distance learning training portal with exclusive manufacturer-specific educational resources and benefits. The interactive delivery system provides a quick, easy path to online training and can be customized with manufacturer branding, content, state-of-the-art video animation and clips, voice-over capability, reporting tools, randomized quizzes and more. Additionally, there is no software to install or learn. Training sessions are self-paced and available 24 hours a day, seven days a week—allowing users to access content when their schedule permits.

 

Clare Controls

I can proudly say that Clare Controls garnered some pretty good pre-show “buzz” considering we helped introduce the world to the new company and its flagship product, ClareHome, in August. ClareHome, the first home automation system managed from the cloud and run on a Mac, enables professional dealers to easily and quickly configure, deploy, service and monitor systems from its cloud-based portal, eliminating the need for service calls for common reprogramming issues. Additionally, end-users may access the extensive library to access, and to create, and customize their own interfaces.

 

Attendees to the show saw how ClareHome’s functionality is absolutely unique to the home automation industry. End-users not only control their homes through advanced technologies, including Apple iPads, iPhones and iPod Touches, but for the first time, are able to modify their own user experience within the system. No other home automation solution allows users to access new home controls from the cloud and make them functional within minutes—without a professional programmer or technician.

 

In addition to a booth that was never lacking traffic, despite a poor location on the show floor, Clare Controls took home two industry awards, winning a CustomRetailer EXC!TE Award and a CE Pro BEST Award for best Home Control Product.

 

KEF

CEDIA EXPO 2011 marked a “kick off” of sorts for KEF. In early October, the legendary loudspeaker manufacturer is celebrating its 50th anniversary. This is a milestone that deserves special recognition because If someone could name every other loudspeaker company who has come and gone over the last 50 years, they deserve a pair of KEF Muons. To help commemorate the 50th Anniversary celebration, KEF rolled out the KEF Blade, the world’s first Single Apparent Source loudspeaker, and had it proudly on displayin the amazing-looking . KEF’s Single Apparent Source technology ensures the entire frequency range—LF, MF, and HF – radiates from one point in space, creating a sound that is equal to a live performance. In addition to a one-of-a-kind sound, attendees to the show were drawn in by just how awesome KEF Blade looks.

 

Along with KEF Blade, KEF used CEDIA EXPO 2011 to introduce a new line of loudspeakers dubbed the R Series. Featuring many of KEF’s premium high fidelity and home entertainment loudspeaker technologies, the R Series delivers near-Reference quality, audiophile sound at a more affordable price.

 

We also would like to congratulate KEF for taking home a CustomRetailer EXC!TE Award and a Residential Systems “Resi” Award for Best Floorstanding Loudspeaker.

 

Powerline Control Systems

Powerline Controls Systems’ “Make the Switch” CEDIA EXPO 2011 theme could not have been more appropriate. The company and its PulseWorx products are rapidly growing and quickly becoming the preferred lighting control supplier for professional integrators, retailers, distributors and sales reps.

 

Among the products the team at PCS demoed for attendees was another Custom Retailer EXC!TE winner, Mi LightStyle, an independent, cost-effective hardware/software package. Once installed, Mi LightStyle enables an end user to easily monitor, control and manage UPB-driven PulseWorx and third party products from any device that can connect to the Internet, including smartphones, tablets and computers. Integrators can create advanced times, triggers, email or text notifications and events based on status of the devices, time of day, even local weather conditions delivering an interface that has remarkable breadth while being easy to operate.

 

Another new product PCS introduced was its CF1LD, which works with LED and CFL lighting, as well as fluorescent, inductive and magnetic LV loads, incandescent and halogen lighting. This gives homeowners the ability to reliably control all of those sources and makes it easier than ever to save even more energy by dimming down the lights to the needed level. It also affords simplicity to the dealer by allowing him or her to carry only one wall switch, as opposed to multiple controls for different light sources.

 

PCS announced the launch of the PCS Lighting Academy, an extensive online portal that allows industry professionals to conveniently fulfill the training requirements to become a Certified PulseWorx Integrator.

 

 

Structured Cable Products

Structured Cable Products (SCP) is actually one of our newest PR clients so I was eager to see the team at SCP in “action” at the show. They did not disappoint me or attendees to their booth.

 

The manufacturer of low voltage cable and accessories educated attendees about the benefits of using durable, high performance cable. Among the products on display was SCP’s newest introduction to its lineup of Crestron® capable cables to include the new Crest-8G, a high performance cable for data networking and high definitional AV signal distribution applications. The Crest-8G cable supports 1080p HD video with deep color and 1920 x 1200 WUXGA computer signals, plus HD 7.1 multichannel audio and Ethernet control signals up to 330 feet—all in a single wire and without the use of repeaters.

 

Velodyne

Velodyne rolled into CEDIA EXPO 2011 with a full slate of new product introductions. Highlighting the product launches was the new EQ-MAX lineup. EQ-MAX is the first line of subwoofers at its price-point (the 8” model is just $479!) to feature remote control operation and built-in processing that enables users to maximize bass performance with the simple touch of a button. Available in 8”, 10”, 12” and 15” models, the budget-friendly EQ-MAX’s rich feature set and advanced technologies combine to deliver high performance bass without the typical complications of system calibration.

 

The new DS-10 is a sophisticated, self-incorporated system that delivers accurate, powerful bass surpassed only by Velodyne’s award-winning Digital DrivePLUS series. Attendees to the show saw how the DS-10 features Velodyne’s Digital Drive room management technology to overcome anomalies in typical subwoofer frequency response due to a room’s shape, size and features.

 

Additionally, Velodyne showcased its new wireless solution, the WiConnect System, a high speed wireless receiver and transmitter kit that enables subwoofers of any size to wirelessly connect to an entertainment system.

 

Velodyne’s EQ-MAX was also the winner of a CustomRetailer EXC!TE Award and the CE Pro BEST Award for best Subwoofer.

 

While I’m sure you may have already seen some of these folks in the news at the show, I’m positive you’ll be hearing even more in the near future. Thank you to all of our valued clients, associates and friends who made this year’s show a success.

Basics of Advertising in the Consumer Electronic Industry

At Marketing Matters, we believe it’s very important for a company to have a mix of different tactics within a communication strategy. No one tool can provide every solution. One very important segment of any company’s communication mix should be advertising. Admittedly, some advertising can seem very costly, but if you pick the right audience and give your message in the right way, it can show the effectiveness of your product/service and pay dividends in the long run. If you’re just considering advertising for the first time or simply want tips on how to do it better, I’ve provided a foundation to get you on your way.

Time and Financial Budgeting
As trite as it may sound, planning to plan is important. Even if you’re busy with other activities, it’s important to take time to plan your yearly communication strategy. Nearly all publications in the industry issue media kits as early as October. Start by taking time to assess what each medium is covering, as well as when. This will give you a great foundation for media planning, and can also be helpful in figuring out your public relations strategies.

There are many different tactics in financial budgeting. For example, a company can take a percentage of gross sales (maybe 5% for smaller companies). Some companies may just figure out what media they want to purchase and that becomes their budget. Another simple method companies use is to simply spend whatever is left once expenses are paid. Whatever method you choose, make sure that you’re spending enough money marketing your product. Many companies cut back marketing spending when times are tough; this is actually the opposite of what they should be doing.

Know Your Audience
If you’re just starting out, it’s obviously important to know whom exactly you’ll be targeting. Whether it’s performing formal market research in the form of surveys or informal market research in the form of conversations with your customers, most established companies already know who buys their products.

By pairing your target audiences with the right media channel you will begin to see real effects. Although most of the media in consumer and custom electronics industry offer the same news, features and editorial content, the demographics of their readership and how they communicate with them, sets them apart from each other.

Although very general, here is a short list of sample uses for media.

1)      Looking for leads, try sponsoring a webinar.

2)      If engaging with your target audience is important, try social media adverting.

3)      If building an email list is difficult and time consuming, consider renting one.

4)      If you want to show what sets you apart from your competitor, traditional advertising (like print) is a good idea.

When to Hire a Media Manager
Effectively planning and executing a media plan can take a lot of time and skill. You need to consider outside help if your company is lacking either. This is especially a problem now as many companies have downsized, putting a lot of strain on their employees as the company begins to grow again. If your staff is working at maximum capacity and you don’t have the resources to bring on additional employees, consider a freelancer or agency. Likewise, agencies combine the experience of multiple people, which can further ensure your success.

Whomever you choose, it’s important to have someone who is experienced and well-versed in the workings of your industry. Generally, someone who is highly skilled will work faster and better, and the more connections the media planner has, the better success your advertising will have. Additionally, those connections can sometimes lead to better advertising rates.

As mentioned, advertising is just one of the different tools you can use, and it can be very beneficial to create a synergy out of combining different components to your communications mix. Just visualize the impact of potential customers receiving a mailer, getting an email from you the following week, and opening his or her favorite publication and seeing an ad you placed and/or an article about you. That’s staying top of mind.

Kyle E. Glass is the Public Relations and Marketing Manager at Marketing Matters (http://www.marketingmatters.net), a communications and design firm specializing in technology, consumer and custom electronics, audio-video and related industries.

Generating Sales Leads in the Custom Installation Industry

By Kyle E. Glass

In this industry (as in most industries), it’s all about being profitable. One of the biggest parts of making money is finding the right person to sell it to. Generating sales leads is an on-going process, and at times can be a bit frustrating if you’re not marketing your business right.

Below I cover ideas that will generate sales leads if done correctly, and I’ve provided some tips to help you on your way. If you have enough customers and you don’t need any more, consider not reading this. Your time would be better spent playing with your children or reading up on how to build a better snowman. On the other hand, if you want more sales leads, read on.

Relationship Marketing
One of the most important things you can do is to keep up consistent communication with your clients and interested audiences. Although there are many ways to do this, one tactic I’m surprised I don’t see more often is E-newsletters. They are relatively inexpensive to produce, and if done well, you can build a base of clientele and potential customers that are interested in reading more about your offerings. The key to this is being informative and engaging.

If you don’t know where to start, begin with collecting your own information. Although it may take awhile to amass a list large enough to be beneficial, it will pay off in the long run. If you don’t want to wait, consider renting a mail list from some of the trade publications. Nearly all of them have a loyal following, and you can build your list significantly by asking folks to “opt in” to your E-newsletter. Offering the right premium with opting in will increase the response significantly.

Print Advertising
Print advertising is a very effective tool in keeping the brand of your company in front of your audiences. When done well, it can also be a very useful tool in collecting sales leads.

Focus on what the product or service does and how it can help. Specifically, put the benefits in the headline. Don’t use a lot of text, but make sure to point out what makes your product or service better than your competitors.
Finally, make sure there’s a call to action, and saying something like “You can save 25% off your first order by mentioning this ad” will increase your response rate dramatically and help the return on your advertising investment.

The Internet
Internet is so prevalent in our society that most of your potential customers will turn to the Internet before any other medium. Not only do you have to be there, but you have to be findable. This makes Search Engine Optimization (SEO) and other Internet marketing strategies critically important.

There is simply no getting around the fact that social media is one of the most effective activities in generating sales leads. It is the best place to listen and interact with people who are specifically interested in your product. If you don’t have a social media campaign, start one immediately. It doesn’t take a lot of time or money to create, and not a lot of either to maintain.

My school of thought is that no one tool is right for every situation, but these will be the right tools for the lot of you, and using these tips as the foundation for a larger marketing plan can set you on the right path. Good luck out there, and keep us in mind if you ever need some help.

Kyle E. Glass is the Public Relations and Marketing Manager at Marketing Matters (http://www.marketingmatters.net), a communications and design firm specializing in technology, consumer and custom electronics, audio-video and related industries.