A call to action for our industry
Within my current role in a 32-year-old custom integration company in Dallas, we often place a call-to-action button (e.g., call for demonstration, RSVP for this event) in our email or web design to know if we’re being effective in garnering the targeted persons’ attention and desired action.
This article is intended as a call to action for all of us: We’d like to know if you’re on board. More is required from each of us in our industry.
OK, what got me going on this? Why now? A few days ago, I picked up one of those local-centric, shiny home magazines and was more than slightly amazed. The magazine was entitled (specific magazine omitted) “Design Book 2016 – Design/Build” with the subheading, “A Resource Guide for Dallas Design Professionals and Clients.”
Included in the cover listing of design-build community participants were the usual and customary disciplines. Yet – you guessed it – omitted in the listing was any reference to technology integration. My initial rationalization was that perhaps this was an indictment of our industry’s general reticence in participating (especially, advertising) within such a publication. However, towards the center of the issue was one of our competitors’ full-page advertisements. Then, the other shoe dropped: one of the categories included in this design-build issue was “movers.” Movers?
Perhaps you and your firm – whether supplier, integrator or service organization – are not as tenured as CEDIA (now about 28 years since formation). However, things such as this should give us pause when realizing we’ve been around this long and we’re still having to continue clamoring for notice. Given the number of beautifully designed homes in which all of us have been providing professionally integrated systems, our position in such a publication should be a no-brainer.
The humorous side of this, in my experience over many years leading up to this, and participating in many CEDIA mental contortions (to be read as passionate arguments), we’ve deliberated trying to decide what to call ourselves (residential electronic system contractors, technology integrators, etc.). At this point, however, the most expedient path in naming ourselves is by acquiescing within the already-in-use “design-build” nomenclature. OK, so be it. However, in the example provided above, we’re not even there, yet.
Andrew Ard is an industry veteran with over 20 years’ experience serving in marketing roles for key CEDIA manufacturers and service organizations. He is also a member of the CEDIA Advisory Board, former CEDIA and IPRO Board Member. Andrew is currently serving as director of marketing and outreach for Dallas Sight and Sound, a founding design-build system integration company and member of CEDIA, specializing in high-performance, easy-to-use systems that have been delighting clients for over 30 years.