03.05.2008 — ADI has officially unveiled CRAVE (Custom Residential Audio Video Expert), a new dealer program that gives its members a slew of benefits, including access to exclusive SKUs, marketing and technical assistance and product discounts.

Among additional benefits, CRAVE members also have the ability to earn incentive points that can be used for various business resources, such as customized Web site development, wireless phone plans, vehicle purchasing discounts and financing.

Perhaps most importantly, members will participate in training and online and in-person networking events as part of the educational element of the program, dubbed CRAVE University.

The program was formed in 2006 but has been flying under the radar for the past year as ADI honed its offerings and methodically selected its members.

Integrators can’t just “join.” There are strict requirements, including applicable state licenses, geographic exclusivity, no Internet sales/transshipping, a commitment to participate in manufacturer training, CEDIA membership and, of course, minimum overall purchasing levels.

The program is approaching the 200-member mark, and ADI has a goal to reach 400 members.

“Dealers need an edge in the market. Many are refining themselves as a result of the housing slowdown. They need to fine-tune their marketing and business operations,” says David Ellis, CRAVE program manager, explaining why the program was created.

According to John Sullivan, vice president of sales, the program was originally designed to help security dealers—ADI’s bread-and-butter—gravitate into more integrated residential installations, but the mission has broadened to include expansion into security for traditional A/V contractors.

Jim Beard, owner of Home Logic in Eagle, Idaho, doesn’t pull any punches when describing the importance of his distribution partnerships.

“It’s critical to my success,” he says bluntly.

“I am trying to separate myself from the competition and become a higher-end company. Having the right distributor allows me to operate just-in-time.”

That’s why Beard was excited when he was asked to participate in CRAVE. Because of his company’s participation, security is now a more common part of its installation offering.

“The program is helping us elevate into more sophisticated systems,” he says.

Brad Stitch, owner of Port City Sound & Security in Wilmington, N.C., concurs.

“CRAVE allows me access to products previously reserved for direct dealers without having to commit to spend the minimum amount usually required to go direct,” he says.

He is particularly excited about having access to D&M, specifically the Denon and Escient lines.

Marc Lamb, national accounts manager at D&M, scrutinized CRAVE extensively before joining as a vendor partner.

“All the things that we try to emphasize as a company are part of the program: training, support, CEDIA certification and elevating our dealer base,” he says.

He cites numerous advantages to being a vendor in the program, including the ability to know which integrator is buying which product. In most distributor/vendor relationships, the manufacturer is shielded from knowing the integrator/buyer.

The program also includes some larger companies, like GC Alarm & Audio Video Design in Garden City, N.Y. The 28-year-old company has been installing A/V for 15 years.

Ken Mara, president, thinks CRAVE is a “grand slam home run.” Mara plans to use CRAVE dealers in other states to help service his national accounts. He hopes CRAVE not only gains a national footprint, but also becomes recognized by the general public.

“There are no nationwide A/V companies outside of the big-box retailers. ADI has selected the best independent companies in their local areas. If CRAVE is publicized, this is a big opportunity,” he says.

Stitch has already taken advantage of several aspects of the program. He took some employees to a CRAVE University event in Raleigh.

“Instead of having to spend a whole week at CEDIA Expo, we spent two days at CRAVE University. I don’t really see any downside to the program, especially for someone who is growing.”