Aurant's DVD Marketing
One of the most difficult barriers to overcome in selling custom installation is the customer's unease with the post-sale process. It's easy enough to demonstrate hardware and software in a showroom, but these don't really convey what will actually happen, in and out of the consumer's home, from start to finish of the job. As a result, many, if not most, custom installation sales pitches end up based on photos of other installations, reinforced by less tangible selling points such as dealer reputation and positive word of mouth.
Not that these are bad things to convey, but Salt Lake City-based integrator Aurant has taken the concept further. The company has produced a promotional DVD that acts as a tour of what the company does, as well as what it would be like for the customer to own an Aurant system, and what it's like to do business with Aurant. The DVD, available for free at the company's Web site or by calling a toll-free number, is arguably the most compelling sales tool in the CI business to date.
IT'S ALL IN THE PRESENTATION
Aurant's DVD starts with an impressive opening logo sequence, in 16:9 or 4:3, that evokes the excitement of the THX logo and heralds a high-end home theater surround experience. A montage of hardware, software, designers and installers moves by in a series of glamour shots before the presentation settles into its main content segments. Three of these describe Aurant's different divisions and customer offerings. The Signature division specializes in ultimate, no-holds-barred systems complete with architec-tural planning, while the Performance division sells and installs systems based on pre-configured hardware combinations, and the Command division specializes in home networking and residential control.
Before checking out Aurant's promotional content, the viewer is enticed with "special features," which further reinforce the DVD/home entertainment feel of what is essentially a disc-based infomercial. Among the goodies are audio setup tones, video setup patterns, music samples and surround trailers, along with a list of nearly two dozen represented manufacturers. These features mimic the "bonus materials" available on special-edition DVDs, thus putting the viewer in an appropriate home theater-type of mood before moving on to the main presentations.