Expanding Your Network: Top Associations in the Technology and AV Industry
Once you define your company and your story, an important part of your marketing plan should be to develop strategies that actively involve your company in the industry’s top associations. At Marketing Matters we focus on supporting businesses in the technology and AV industry. Today we’re sharing the top tech associations.
While there are many tech communities available today, technology companies will typically fall within one or more of the three main organizations:
Consumer Technology Association (CTA)
A proponent of innovation and advocates for the entrepreneurs, technologists, and innovators who mold the future of the consumer technology industry, the CTA provides a platform that unites technology leaders to connect and collaborate. It also supports members who push the boundaries to propel consumer technology forward.
CTA provides national and state advocacy on behalf of its members. Their research is top-notch and free for members. For the past 50 years, the CTA has hosted the International Consumer Electronics Show each January in Las Vegas. They are also very involved in creating technology standards that help provide some level of consistency for both manufacturers and the consumers who purchase their products.
CEDIA is the global authority in the home technology industry. This association represents 3,700 member companies worldwide and serves more than 30,000 professionals who manufacture, design and integrate goods and services for the connected home. CEDIA represents the “installed” home technology, a different animal than the “big box” retailers like Best Buy or Wal-Mart. These products are often higher-end and requires an installer to visit a home. The CEDIA channel is very cohesive. To do business successfully in the channel, it’s imperative to be a member of their community.
AVIXA, formerly known as InfoComm, represents the professional audiovisual and information communications industry worldwide. Members include manufacturers, systems integrators, dealers, distributors, independent consultants, programmers, rental and staging companies, end
users, and multimedia professionals from more than 80 countries. InfoComm provides education, AV standards, thought leadership, research, and events, including international trade shows.
Here are a few associations that focus on providing services to a specific vertical channel within the technology and AV industry:
- TecHome Builder – provides resources for builders who incorporate technology into the homes they build and also for manufacturers that want to market to these builders.
- Security Industry Association – members have access to education and training, certifications, government relations, standards, technology, and events specific to
- HDMI – The High-Definition Multimedia Interface founders joined together to define a next-generation digital interface specification for consumer electronics products. The
HDMI spec is also supported by major motion picture producers, satellite, and cable companies. They offer product certification to manufacturers.
- DPL Labs – Jeff Boccaccio at DPL Labs is one of the industry’s foremost experts on high-bandwidth digital signaling solutions. DPL offers the Digital Performance Level
Program (DPL Program), which is a digital HD product testing program offering “DPL Seal of Approval” for those products that pass their rigorous testing protocol.
- Imaging Science Foundation – Specialized in the display standard industry, ISF is dedicated to improving the quality of electronic imaging. They consult with manufacturers regarding product development, provide certification training, work with the media to arrange for test equipment availability for qualified reviewers, and offer ISF licensing based on standards for video performance or products that can be calibrated for specific brands optimal performance.
- Wireless Speaker & Audio Association (WiSA) – WiSA was established to foster interoperability compliance testing between consumer electronics devices and high-
performance wireless speakers, and to promote the adoption of WiSA technology worldwide.
This is only a sample of the tech associations and communities available today. Whatever your niche, make sure to seek out the most relevant communities for you.
To learn more strategies on connecting with peers to move the industry – and your company – forward, always feel free to contact us.