CASE STUDIES | AVIXA

You know our show. Now get to know the association behind the show.

Members include key players like LG, Samsung, Sony, Harman, Crestron, Blackmagic, and a few thousand others – as well as integrators, distributors, tech designers, and more.

Their products are sold into environments across many venues – from hotels, cruises, transportation hubs, stadiums and schools, to office buildings, banks and retail. The gamut of gamuts.

CHALLENGE

Everyone knows InfoComm, North America’s largest commercial AV trade show, but not everyone knows the association behind the show and all the work it does to promote the benefits of integrated audiovisual experiences.AVIXA turned to Griffin to get the word out loud and clear: AVIXA is AV innovation in action.

BACKGROUND

AVIXA tasked Griffin with designing and implementing a global campaign to promote the transformative power of audiovisual experiences to key vertical market audiences.The goal was to reinforce the value of the association and grow the industry by promoting the immersive, emotional impact of AV, communicating to key audiences thatAV was not yesterday’s boring technology, but was in fact a vital industry that drives engagement with people and generates increased sales across a broad array of consumer-facing markets.

A WORLD TOUR PUTS THE POWER OF AUDIOVISUAL EXPERIENCES ON CENTERSTAGE

Griffin’s plan used real life to communicate real innovation.

We communicated the power of audiovisual experiences by featuring AV in a series of powerful TED-style presentations to vertical market audiences across the globe. Pre-event media outreach campaigns set the stage, generating widespread editorial coverage in each vertical market.

At these electrifying events, AVIXA stood alongside executives from Adidas, Timberland, Bloomingdales, Marriott, LAX Airport, Little Caesars Arena, and more. This was powerful credentialization that demonstrated, in vivo, what the cutting edge of AV was capable of.

What’s more, to add an additional layer of credibility we partnered with AV evangelists and influencers who were well-known in each market.

AVIXA spoke, the world listened, and the AV industry grew.

INTEGRATED COMMUNICATIONS AMPLIFIED THE MESSAGE

To complement the TED-style presentations, Griffin developed a comprehensive integrated communications campaign that ensured vertical market visibility in between events, on a year-long basis.

Contributed editorials, which were placed in key trade and business media, drove the story by promoting the power of AV to create meaningful and memorable consumer experiences virtually anywhere.

In addition, market-focused white papers, trend reports, and case studies were featured in key vertical media and made available through direct and social media marketing.

This visibility helped drive buzz and awareness for AVIXA’s flagship trade show – InfoComm. At the show, the agency hosted media tours attended by some of the leading voices and influencers in vertical market and design media.

AVIXA: A NAME NOW SYNONYMOUS WITH COMMERCIAL AV INNOVATION

The world tour and our earned media support engine inspired thousands across the globe to rethink AV from a series of black boxes to a design material capable of transforming spaces and delivering new customer experiences.

Three years into the campaign, AVIXA had changed the perception of commercial AV innovation in the eyes of the retail, hospitality, corporate, retail banking, K-12, and higher education markets. Vertical market association membership grew and attendance at InfoComm increased.