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Welcome to the monthly edition of AV_Buzz — a collection of curated Pro AV industry and consumer technology news you can use from InGear.

TIP OF THE MONTH

The Art of Storytelling
By Peggy Blaze, Account Director

Every company has a story. Maybe the company was started by two friends in a garage (Apple) or perhaps it’s that the product was invented by accident (Post-It Notes). Irrespective of the circumstances, it’s the telling of that story that will make your company stand out.

This is also true for content marketing. A story that reverberates with your customers will lead to sales. Sometimes, however, this can be a difficult task. Perhaps it’s because the innovation is highly technical, or maybe it needs to be explained how it fits in with an entire product line. Regardless, there are some easy steps you can take to build a clear, yet compelling story.

Good storytellers know their narrative. Decide in advance what elements of your story are imperative to what you are trying to convey. Build an outline, then reread it and revise it until you are 100 percent sure that your story is well-defined. Its message must be unmistakable (“I’m introducing a new product”), concise (“This product does a, b, and c”), and actionable (“This product will help you complete this installation in record time”).

Good storytellers tap into the reader’s emotions. In business, this concept might seem out of place, but let’s say the story is how your new product will make integrators’ jobs easier. If you start your story by outlining their work pain points, demonstrating how you have walked in their shoes, and then conclude with how your product will solve them, that story will emotionally resonate with the integrator.

Good storytellers use creative characters. One of the most effective storytelling tools in content marketing is the case study. Using a customer as the hero of the story, and then being able to weave in how your brand/product helped the hero save the day, lets readers know you’re there — without stealing the spotlight.

Good storytellers practice their craft. That’s where InGear comes in; we are a team of expert storytellers who practice every day! We understand your product, the technology, and your industry, which is why we are able to compose the story you want to tell. If you would like to learn more, email veronica@ingearpr.com.

AWARDS


CE Pro
Best Product Awards
Legrand | AV's Da-Lite and Nuvo Brands
more

CEDIA
Product Hall of Fame Awards
Just Add Power's 2G HD
Over IP Platform
more

Connected Design
Connected Design Awards

Legrand | AV's QMotion Brand's Qadvanced Shades
more

AWARDS (CONTINUED)


Connected Design
Connected Design Awards
Legrand | AV's Vantage Brand's EasyTouch Glass Keypad Station
more

CE Pro
Best Product Awards
Just Add Power's 3G+ 767DSS Dante® Enhanced Sound System Transmitter
more

Residential Systems
Best of Show Awards

Legrand | AV's Luxul, Middle Atlantic Products, and SANUS Brands
more

THOUGHT LEADERSHIP


SCN
Biamp’s David Sholkovitz Discusses the Cost of Noise
more

AV Magazine
VuWall’s Paul Vander Plaetse Talks Command and Control Centers
more

Pro AV Asia
The New Audience Stream, Featuring VITEC’s Kevin Ancelin
more

CASE STUDIES


My Tech Decisions
Jetblack Uses a Plug-and-Play Yamaha UC CS-700 in 19 Conference Rooms
more

The Broadcast Bridge
With Bannister Lake, Digital Signage at 2019 U.S. Open Displays More Than Ever
more

Patch
Chattahoochee Tech Opens Occupational Therapy Assistant Program, Featuring HoverCam
more

CLIENT NEWS


rAVe
LynTec Brings Flexible and Affordable Power Control Options to AES New York 2019
more

AV Nation
Assisting the Residential Space With BlackWire Designs at CEDIA Expo 2019
more

Security Informed
RTI Promotes Vincent Bova, Experienced in CI Industry, to Director of Dealer Experience
more

UPCOMING EVENTS


LDI 2019
November 22-24
Las Vegas, Nevada
more

CES 2020
January 7-10
Las Vegas, Nevada
more

ISE 2020
February 11-14
Amsterdam, Netherlands
more

InGear will be at all of these events and would welcome an opportunity to meet with you for a no-obligation consultation about your marketing plans and how we can help. Click here to book your meeting with InGear now.

AV_Buzz Highlights is the monthly edition of the @AV_Buzz Twitter feed, sponsored by InGear. To learn more about how we're helping our clients stand out from the crowd, please email InGear's president, Veronica Esbona, at veronica@ingearpr.com, or call +1 954-629-3302. Visit InGear on the Web at www.ingearpr.com.

Media Relations • Content Marketing • Social Media Strategy • Brand Development

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