Is Your Content Ready for the AVIXA Era?
Posted September 2017
by Jessaca Gutierrez –
It’s been a whirlwind of a month! With record-breaking attendance, CEDIA 2017 brought us innovations as far as the eye could see — from deeper integration and intelligence between devices and our personal lives, to voice control solutions that look promising for seamless home automation experiences and the widening of the 4K display and projector market at both ends of the budget spectrum. This dense field of new solutions is sure to bring additional value to professional integrators’ jobs and greater satisfaction to homeowners.
On the heels of that show, InfoComm announced it would rebrand as AVIXA, the Audiovisual and Integrated Experience Association, but retain the name InfoComm for the annual tradeshow. CEO David Labuskes says this change reflects the ubiquity of AV experiences, the acceleration of technologies, and a larger and more diverse professional community. It’s a natural and exciting move for the 78-year-old trade association and for the industry.
This repositioning is a timely opportunity for companies to take a hard look at their own brand and communications strategies. Does your content align with the direction of the AV industry, the vertical markets, your customers, and their clients and end-users? Your content should address the shifting needs of the industry. One of the biggest mistakes keeping companies from realizing their marketing goals is pushing content that isn’t customer facing.
Customers want to know how your brand solves their problems. Whether you’re updating a product with additional features or releasing an entirely new innovation, your content must spell out why it’s important for their jobs and/or end-users. This is an excellent strategy for growth — if you keep pace with the quickly evolving landscape of AV technology, you will ensure that integrators can easily deliver the AV experiences they’ve promised.