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Burkhardt: 9 Takeaways from CEDIA Expo 2011

I took a different approach this year at CEDIA Expo. Here are the lessons I learned.


I paced with excitement as CEDIA Expo 2011 was about to open to our industry. As the show began and everyone started to wander the floor, enter different booths and exchange ideas, I tried to act as a spy, listening to conversations and not engaging with my big mouth.

But I am like a bull in a China shop, so spying didn't work very well. I was constantly shaking hands and greeting people.

So I took a more direct approach and decided to be like Julie Jacobson by asking specific question. These are the things I learned from dealers and manufacturers at CEDIA Expo 2011.

1. The "high-end, top 1 percent clients" still want to spend money. Dealers need to find rich clients and keep them.

2. Manufacturers' representatives are being fired like crazy and most dealers have been left wondering why. This move is going to hurt brands that don't service the hell out of their clients and your front-line sales team is the most important. Dealers need to express their support needs to manufacturers.

3. Buy products from the most competent manufacturers that are supplying the best gear. Many manufacturers are branching outside their core to chase business. Don't change brands if it isn't better or more profitable.

4. In this prolonged downturn, it has amazed many people that very few brands have actually gone out of business. Old-time brand names still have some value and new no-name brands are popping up like crazy. Many successful companies have started during economic downturns.

5. Prices are increasing on electronics and speakers because China is experiencing an inflationary period.

6. Margin is king. You decide how much money you're going to make and what products to sell.

7. New, more efficient installation businesses (mainly from the security side) are popping up and seizing opportunity to provide less expensive labor and good product. They are also installing more alarms, retrofit and want recurring revenue.

8. You can't be everything to everyone or you become nothing to anyone. You are your brand. Find, grow and keep clients for life.

9. Do not test new stuff on your clients. Make sure new products are glitch free before you launch into selling them.

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Article Topics

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About the Author

Jeremy Burkhardt is the CEO of SpeakerCraft, Inc., the world's largest manufacturer of architectural speakers and custom installation products. He recently served on the Board of Directors for CEDIA and has been involved in the custom industry for more than twenty years.

15 Comments (displayed in order by date/time)

Posted by Rich Apgar  on  09/16  at  10:28 AM

Next year we want Jeremy to stay in his own booth and stop his disruptive tactics and intimidation.
There are professionals that do the investigations and reporting.
I know Julie Jacobson-and you are No Julie Jacobson.

Posted by Andrew Southern  on  09/16  at  11:20 AM

Rich, what happened at CEDIA this year with Jeremy?

Posted by Wondering?  on  09/16  at  11:45 AM

As you will see in my other comment on Jeremy’s post on the other article, he must have ran all of the alarm guys over to Current Audio’s booth haha.

Posted by Robert Thompsen  on  09/16  at  12:42 PM

I think the take away from this show is manufacturers need to not show stuff they will never ship.

wink I went to your booth too Jeremy!

Posted by Carl Landon  on  09/16  at  07:03 PM

Practice what you preach.  Your light is just about burned out.  Cant come soon enough.

Speaker-crap has been passed by and made so irrelevant by all the other Chinese “re-badgers”.  You can only get by for so long before people realize they are paying a fortune for “off-the-shelf” stuff colored yellow.

Posted by CJ  on  09/17  at  09:32 AM

I agree with most which is why all dealers must check out Current Audio and no I don’t work for them, but if I could summarize their model it would be “by integrators for integrators” and sums up most of Jeremy’s top 9 takeaways!

Posted by Jeremy Burkhardt  on  09/18  at  05:26 PM

The above article has nothing to do with any brand.  Just cold hard facts.  Competition will help you grow, evolve and succeed.  Don’t buy products that don’t make you a better brand or that you can’t make great sound and value with.

Posted by business BS  on  09/26  at  05:58 PM

Current Audio is another me too copy. nothing different in product representation or technology. Rich and Shawn just inhale too much of their own smoke. any one that knows them knows that. for integrators by integrators? you mean products that could never sell purchased by a former integrator who has no experience in manufacturing and selling to integrators who copies someone elses design?. now they jump onto Control4 for a ride because they couldn’t make it on their own.

the only reason they claim exclusive to integrators is because no one else is buying it. it is not better product or margin with very limited sku’s. and now some how that a former installers gave them money to buy-in means something to my business? get real!

Posted by Rich  on  09/26  at  07:11 PM

Hey, BS have you ever tried them and compared the differences.
Why do you have that anger toward us. You should be happy for us. We are not done yet.
We have 100 SKUs and that many more slated.
What brand do you use now?
If you would like, I will send you a pair for your true honest evaluation. I will even help you install them and explain the features and benefits to you and your staff.

Posted by Brentsi2  on  09/27  at  06:55 PM

Jeremy- thanks for the nuggets- much gratitude.

Posted by Business BS  on  09/28  at  08:38 PM

Thanks for the offer Rich, but I have tried them. My biggest concern with your technology and sound improvement claims is when I asked your executive staff what the airspace needed for volume displacement was to reach the ideal frequency response. when the response was I don’t know what your asking I knew what to expect. Taking from your comments, I know manufactures, and your no manufacture.  I have no anger towards you. just your claims. Speakercraft is one of the brands I use. How many years did you and Shawn install Speakercraft? I’ve been around long enough to hear all the bragging and stories form AES. Funny now that speakercraft is your competition how much they suck.

Posted by Rich  on  09/28  at  09:02 PM

Well BS if your happy with the Craft good then keep using them. Our ceiling speakers are of an open baffle design. You need at least a 4’x4’ drywall to get full frequency response in free air.
One of our Mantras is “Believe Your Ears” Do an A/B comparison then you will know.
I think if you ask JB the same question he too could not give you an answer to your original question.
You claim we are a “me too” company. Our 18 patents say otherwise. There are companies that have been in business 20 years and dont have 1 patent.
I would be happy to show you all the differences in our line compared to what you are presently using.  We know speakers At AES we installed over 6000 production homes a year plus custom,casinos, military. We know the problems and quality and try to make a difference for you the installer and the buyer and bring back some of the fun to our industry.
Speakers are in my blood. My great great uncle invented the paper cone speaker as we know it today. https://www.facebook.com/photo.php?fbid=1013377301240&set=a.1013376581222.2001756.1429268477&type=1&theater;
I still challenge you to a Sound Off with our speakers.
Thanks for your comments.

Posted by BS  on  09/28  at  09:14 PM

I have both products and will install and let you know.

Posted by Rich  on  09/28  at  09:17 PM

I am starting to like you BS.
We should do lunch after your test

Posted by BS  on  09/28  at  09:41 PM

I’m a skeptic not cynical. I will leave it up to my peers and someone who has the time, energy and technical documentation to post why you need to know the cubic volume before you can accurately provide the frequency response. How can you measure or market a 35Hz response without knowing the displacement?

I know this, the driver has an ideal requirement to perform at its best. Not sure if just putting them side by side is fair if that is not what its tuned for.

any input??

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