If there was an unspoken theme for the 2018 AV Executive Conference, it may have been ‘Reframing the Conversation.’
We’ve known for a long time that the AV customer is changing, with decision makers now more likely to be in the C-suite or in that brave new world of marketing and branding agencies tasked with delivering “experiences” for your clients. The question is, how do we talk to these people, and how do AV designers and integrators fit into the conversation?
Read more from AVIXA – Flipping the Script at AVIXA’s AV Executive Conference
“40 percent of AVEC 2018 attendees say they’ll change the way they handle customer calls in direct response to Matt Dixon’s opening keynote about how challenging your customers is a more effective sales approach than doing whatever they want.”
Read more from Commercial Integrator: Integrators Should Challenge AV Customers If They Want to Win Business
“Stop worrying so much about always being better than your AV business competitors. It’s much more important, says author and entrepreneur Mike Michalowicz, to be different.”
Read more from Commercial Integrator: 8 Ways AV Integrators Can Be Different—And Win New AV Business
When asked, “What is your outlook about the potential for growth of the pro-AV industry over the next 5 years?,” 82 percent of AVEC attendees were bullish on the opportunities for growth.
AVIXA’s Senior Director of Market Intelligence, Sean Wargo, validated this confidence in his update on the overall state of the AV industry, “The total pro-AV industry was $179B in 2017. This will swell to $186B in 2018 and then more than $229B in 2023, representing almost a 4.31% compound annual growth rate (CAGR) and $43B in additional value.”
In his Market Intelligence Update, Wargo shared headlines from AVIXA’s Market Opportunity Analysis Reports (MOAR) on six vertical markets: Corporate, Venues, Retail, Education, Transportation, and Hospitality.
Corporate: Katherine Williams, Senior Vice President, Workplace Strategy for JLL and Kay Sargent, Senior Principal, Director of WorkPlace for HOK told moderator Margot Douaihy, Editor-at-Large for AVTechnology that companies need AV to be integrated into workflow holistically, rather than just be one isolated solution. More and more, data capture is helping to evaluate workplace design and improve deployments of technology.
Higher Ed: Higher education panelists Barbara Brandt, Manager, Classroom Technologies at Emory University, Bryan Lewis, Assistant Dean for Technology & Operations at the University of Virginia McIntire School of Commerce, and Phillip Long, Senior Scholar, Center for New Designs in Learning and Scholarship at Georgetown University, discussed the rapid changes in classroom design and usage driving shifts in technology purchasing with moderator Malcolm Brown, Director of Learning Initiatives for EDUCAUSE. The conclusion: universities are looking at investing in new tech and new space but want to know the investment is future-proof.
Hospitality: Moderated by Kirsten Nelson, Program Director for InfoComm Center Stage, the hospitality panelists shared that designers are building out spaces that allow guests to curate their own experience. When choosing which technology to install, they recommended focusing on the customer: the latest and greatest tech isn’t always the best for guest experience.
Photo: Nelson with panelists Paul Chavez, Associate, User Experience/Technology Design, Arup; Michael Judeh, CTS, Regional Director of Technology, Convene; and Pablo Henderson, Senior Director, Global Brand Marketing, W Hotels.
Sports and Entertainment Venues: Journalist Dan Daley led the sports venue panel with Bill Dorsey, Founder
Retail: Emily Webster, Head of Media Architecture for ESI Design, and Mat Gurda, Associate Director Interior Design at FRCH, explained that retail brands are using digital signage more and more and need support to keep up with the content needs. Integrators who understanding software solutions like machine-generated content can help demonstrate
Photo: Jennifer Acevedo, Editor-in-Chief of VMSD Magazine, moderated the conversation between Webster and Gurda.
Event Production: Colleen Krynicki, Vice President and Event Producer for Morgan Stanley, shared that her internal clients and her request to providers
Photo: Beth Kormanik, Editor-in-Chief of BizBash, moderated the panel with Krynicki, Merkin, Pastukhova, and Berridge.
"AVEC motivated me to put the customer first and to go into 2019 with a fresh perspective on the industry."
—Alexis La Broi, CTS, Systems Consultant, Avitecture
"At AVEC, we're challenged to think differently. One takeaway for me is that we have to listen more closely to what our clients need from us and act accordingly."
—Steve Greenblatt, President, Control Concepts
"We have an unprecedented opportunity in front of us to lead a value- and outcome-rich conversation in a world that is hungry for input and advice. We need to step forward and take a leadership role in that dialogue or face relegation to a commoditized role. The choice is ours!"
—Jeff Day, President, North of 10 Advisors
Read more from AV Network: Words to Describe AVEC 2018