Professional AV / Systems Integration
InfoComm 2025 Brand Awareness
Global AV Systems Integrator
The Challenge
A global AV systems integrator with strong brand recognition in Europe was looking to expand its market presence in North America ahead of InfoComm 2025. The company had limited brand awareness among North American AV integrators and consultants — the key specifiers who recommend and install AV systems for corporate, education, and government clients. The challenge was building credibility and visibility with this audience in a compressed timeframe before and during InfoComm.
The Solution
AV Beat designed a 10-week brand awareness campaign structured around the InfoComm buying cycle, with a focus on establishing the client as a credible, technically sophisticated partner for North American integrators.
Thought Leadership Content (Weeks 1–5): A three-part sponsored content series on "Next-Generation AV Integration" was published on AVBeat.com and distributed to the AV Beat newsletter audience of 33,000 subscribers. The series covered emerging trends in AV-over-IP, unified communications integration, and large-format display technology — areas where the client had significant technical expertise.
InfoComm Preview Coverage (Weeks 6–7): AV Beat's InfoComm preview editorial included a sponsored "Exhibitor Spotlight" feature on the client, distributed to the full newsletter audience and published on AVBeat.com. The feature drove 28,000 unique visitors to the client's InfoComm booth page.
Show Week (Week 8): Live coverage from the InfoComm show floor included a detailed write-up of the client's booth and product demonstrations, published on the first day of the show and shared across AV Beat's social media channels.
Post-Show Follow-Up (Weeks 9–10): A targeted display retargeting campaign reached visitors who had engaged with the pre-show content, maintaining brand visibility during the post-show evaluation and purchasing period.
The Results
1.5 million total campaign impressions across display, newsletter, and editorial content
3.7% average click-through rate across all campaign elements
5x return on advertising spend, measured against the client's cost-per-qualified-lead target
28,000 unique visitors to the client's InfoComm booth page from the Exhibitor Spotlight feature
The client reported a 180% increase in North American sales inquiries in the 60 days following InfoComm
Brand awareness among AV Beat newsletter subscribers increased from 12% to 41% (measured via post-campaign survey)
“AV Beat gave us the credibility we needed to break into the North American market. The audience is exactly who we needed to reach — integrators and consultants who specify our products. The InfoComm campaign exceeded every metric we set, and we've since established AV Beat as a cornerstone of our North American marketing strategy.”
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