CE Pro September 2021 - 4

From the Editor
by Jason Knott
Remember, Technology Needs
to Be Experienced
Seriously,
how can
you accurately
discuss
technology
for both your
tech-savvy and
technophobic
clients if you
haven't even
experienced it
yourself?
IT HAS CERTAINLY BEEN a bumpy ride, but
for those of you attending CEDIA Expo in
Indianapolis, give yourself a pat on the back
... you made it! After being cancelled last year,
CEDIA Expo is back. It will be the first industry
trade show dedicated solely to custom
electronics in over a year-and-a-half.
So what will CEDIA Expo be like this year?
Some integrators and exhibitors have decided
to skip the event. Some are still worried
about the coronavirus with the new delta
variant making headlines these days; others
are just too busy to get away.
Many manufacturers I have spoken with
are chomping at the bit to show off the new
products that they have spent the past 18
months developing and that NOBODY HAS
SEEN YET! Mark my words: the event will be
a success. I am convinced that both integrators
and suppliers in attendance will come
away pleased.
Why? Some of it will have to do with
having lower expectations, but a lot of the
success will be due to the basic need for
integration companies to see, touch, hear
and generally experience new products
themselves so they can successfully sell and
install them for their customers. And that is
important because the need for an in-person
trade show can be equated to the need for
your customers to experience technology
first-hand in a showroom.
Seriously, how can you accurately discuss
Jason Knott is editor
of CE Pro. He can be
reached at jason.knott@
emeraldx.com and
@JasonWKnott
technology for both your tech-savvy and
technophobic clients if you haven't even experienced
it yourself at CEDIA Expo or some
other event? It is the same reasoning as to
why having a showroom has become important
- the benefits are substantial. According
to the most recent CE Pro State of the
Industry Study, 39% of integration companies
have a showroom. That might seem like a
low percentage, but it is substantially higher
compared to years past, despite the fact that
4 | CE Pro September 2021
it is expensive to operate a showroom from
both a manpower and equipment standpoint
(not to mention that we all know real estate
is not cheap).
But the near-death of consumer electronics
retail stores has drastically reduced the
options for potential clients. If consumers
can't come experience the technology in your
showroom, where else can they go? Circuit
City? Tweeter? RadioShack? The importance
of an experiential sales presentation is the
theme of this issue's cover story on Ovation
based in the Indianapolis suburbs. (see page
40.) The company recognized how vital it is to
have a memorable showroom for customers
and revamped its entire marketing program
built around a sense of fun and whimsy.
Of course, some manufacturers have built
amazing Experience Centers for integrators
to host designers, architects, builders, real
estate agents and end-user clients. Still other
integrators fortunately are able to effectively
utilize the homes of previous clients to show
off the technology. However, integrators
universally tell me that the ability to do a
hands-on demo almost always results in more
upsells and a higher closing rate.
Despite all that, some integrators still
might argue that customers will just check
out the gear online and buy it sight unseen.
That might work for DIYers, but not for those
seeking professional assistance.
So as you are roaming the aisles at
CEDIA Expo 2021, which runs from August
31 through September 3 at the Indiana
Convention Center, think about how your
experience might translate to your customers'
experience, and how you might be able to
incorporate the technology into your own
showroom.
And furthermore, let's raise a toast with a
beer (or two) together in celebration we all
made it at the CE Pro All-Star Band Concert
on Sept. 1 at 5:30 p.m.!
cepro.com
http://www.cepro.com
CE Pro September 2021

Table of Contents for the Digital Edition of CE Pro September 2021
