Creating clarity around exactly what a technology integrator is and does has long been a challenge for this channel—one that CEDIA, the trade association that represents the interests of this industry, has long sought to resolve through various means. Today, the organization announced a new initiative exclusively for members of the group.
For the first-time ever, CEDIA has created a consumer-facing video campaign that aims to elevate members of the industry—and CEDIA specifically—to help set them apart for their expertise and professionalism. As part of the exclusive member benefit, CEDIA members can request a customized version of the one-minute ad with their company logo and website information. CEDIA said it will customize the video with that requested information and deliver the final file in a ready-to-use format.
“Effective marketing is about storytelling, and this campaign tells a compelling story about the magic of smart home technology and the value of professional integration,” CEDIA Vice President of Communications Christine DeJoy said in a statement announcing the new campaign. “We’re excited to give our members access to valuable resources that resonate with homeowners and builds their customer base.”
CEDIA is encouraging members to use the professionally produced campaign in their own marketing efforts. Some examples could include deploying the video on their websites, sending it out in an email campaign, using it as a paid ad in their local markets, or sharing it in customer presentations. In addition to the full-length video, CEDIA will provide members with a suite of supporting assets that build on the core campaign. Those assets include print ads, social media ready images, and digital video clips.
CEDIA said it plans to run the campaign via targeted efforts throughout the remainder of 2025 in order to help amplify its reach and impact. Further, CEDIA explained that this new consumer-oriented campaign is part of a broader and ongoing effort to raise awareness among consumers about the custom integration channel and the professionals within. Other efforts have included media placement, targeted ads, SEO work, and more.