Quick Start

to the
Audiovisual
Industry
Employee's Guide

Chapter One

infoComm
Academy
INTERNATIONAL
COMMUNICATIONS
INDUSTRIES
A S S O C I A T I O N , I N C ®.

© 2002 ICIA. All rights reserved. Information contained herein is valid at time of printing.
Table of Contents
Introduction………………………………………………………………………..2
Chapter One: Industry Overview……………………………………….…..….3
Lesson One: Audiovisual Communication Technology...................…4
Lesson Two: Customer Application……...…...………………….…...…5
Lesson Three: Professional Services Drive the Industry.……………..7
Lesson Four: Customer Service – the Bottom Line…………….……...8
Lesson Five: Manufacturers………………………………………..........10
Lesson Six: Distributors…………………………………………………..11
Lesson Seven: Wholesale Sales Representatives………………...….12
Lesson Eight: AV Dealer Firms…….…………………………………....13
Lesson Nine: Product Sales……………………………………………..14
Lesson Ten: Design and Engineering……………………………….….15
Lesson Eleven: Systems Integration……………………………………16
Lesson Twelve: Service Providers……………………………………...17
Lesson Thirteen: Rental and Staging………………………….............18
Lesson Fourteen: Vertical Markets and Allied Industries………..…...19
Lesson Fifteen: Team Players………..……………………………...….21
Lesson Sixteen: Workplace Dynamics…………………………...…….22

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Introduction
This guide is designed to help you, a new member of the audiovisual industry,
experience a great start to your career.

Quick Start to the Audiovisual Industry has three components:

(1) An online presentation of concepts and ideas with interactive graphics and audio
(2) A downloadable Employee’s Guide providing lesson activities to reinforce concepts
introduced in the online course
(3) A downloadable Manager’s Guide offering tips to help supervisors and mentors
support your learning

This Employee’s Guide provides you the opportunity to enrich your learning through
meaningful applications of the knowledge acquired through the online course. The
online presentation will indicate a corresponding lesson activity with an A+ icon. It is
recommended that you print this Employee’s guide one chapter at a time for ease of
reference while taking the online portion of Quick Start. Thank you for your
participation in the audiovisual communications industry.

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Chapter One – Industry Overview
58 minutes of online instruction

Summary Objective
♦ Define the role of AV Communication Technology in today’s environment.
♦ Identify potential customers and their application of the technology.
♦ Identify and explain the roles of the various businesses directly and indirectly
involved in providing products and services to the technology user.
♦ Identify and explain the various roles of the typical staff positions involved in the
identified business.

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Chapter One: Overview of the AV Industry
Lesson One: Audiovisual Communication Technology
Lesson Objective
Identify uses of audiovisual media and discuss how technology supports the
communication process.

Background
The following points are illustrated in this lesson:
♦ Audiovisual media equals communication power.
♦ AV includes audio, video, display, and environment.
♦ The tools we use change with technology.

Activities
Interview Activity: 15 minutes

If you are not sure why you are taking this course, discuss with your employer how this
industry information applies to you and why it is important.
Independent Activity: 15 minutes

Subscribe to industry magazines. Talk to your employer to determine which

publications apply to your organization’s business. Many magazines are free to
members of a given business segment. The ICIA portal links you to many of these
publications, so that you may subscribe online.
www.infocomm.org/sponsors.cfm

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Chapter One: Overview of the AV Industry
Lesson Two: Customer Application
Lesson Objective
Identify the primary reasons customers use audiovisual technology, and identify
customer applications.

Background
The following points are illustrated in this lesson:
♦ AV applications revolve around a need to communicate.
♦ The use of AV media increases comprehension and retention.

Activities
Independent Activity: 5 minutes

A company meeting is held to evaluate ideas for a new logo. Four marketing
companies will present logos to the staff. The staff will discuss the options and cast
their votes.

List four ways AV technology can improve meetings or collaborative communication.

1. _______________________________________
2. _______________________________________
3. _______________________________________
4. _______________________________________

See the following page to compare your answers with some of our suggestions.

Independent Activity: 1 week

Test your awareness of the AV industry applications around you. Use the “AV in Your
World” checklist on the next page.

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 AV in Your World

Directions: In the next week, how many of these applications can you find? Other
than these, what applications of audiovisual technology can you think of?

Post the unique examples that you find to the bulletin board. Compare
your examples with those of other learners. We may add some of your
examples to the checklist for future students.

q Audio paging system and q Large screen display and

background music system in a audio at a sporting event
supermarket q Movie theater equipment and
q Transportation terminal environment
information display monitors q Shopping mall music system
q Department store video q Classroom AV presentation
monitors systems
q High school closed circuit q Closed-circuit television
television system (CCTV) in banks or retail
q Electronic billboard reporting locations
traffic patterns q ________________________
q Dance club audio and lighting q ________________________
system q ________________________
q Sound reinforcement in a q ________________________
house of worship q ________________________
q ATM touch screens

Possible answers to Independent Activity

Were any of these suggestions among your ideas for improving the meeting?

§ Distant staff members may attend via videoconference, allowing them to

see the presentations.
§ If the marketing firms use computer visuals, their laptops can be
connected to a data projector. The projected image should be shown on a
screen large enough for all members of the audience to see comfortably.
§ Voting machines can be used to digitally capture the staff’s votes,
immediately tabulate the results, and generate graphs of the totals.

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Chapter One: Overview of the AV Industry
Lesson Three: Professional Services Drive the Industry
Lesson Objective
Distinguish between the equipment & technology used in our industry and the
services supplied by our i ndustry. You will make a judgment on the relative
importance of each.

Background
The following points are illustrated in this lesson:
♦ The foundation of a developed AV solution is the customer’s
communicated needs, not the available technology.
♦ The AV industry provides business solutions that include AV facilities and
systems design, product selection, integration, training, and service.
♦ A customer’s satisfaction means continued business and possible
referrals.

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Chapter One: Overview of the AV Industry
Lesson Four: Customer Service – the Bottom Line
Lesson Objective
Make judgments about the importance of quality customer service and the
actions and attitudes that create a positive customer service experience.

Background
The following points are illustrated in this lesson:
♦ The actions of one employee affect how the company is viewed in the
customer’s eyes.
♦ Treat your customers like you want to be treated.

Activities
Independent Activity: 10 minutes

Evaluate what you demand in quality customer service. Use the worksheet on
the following page.
Independent Activity: 15 minutes

How can you become a skilled customer service representative? Know your
company policies on customer care. Customers are very busy. Your customer
should not have to wait while you ask your supervisor a question that could have
been anticipated. Meet with your manager to find out:

§ What are your company’s policies on returns, discounts, loaner

equipment, shipping charges, COD charges, and product service?
§ Are these rules and policies set in stone, or are there situations that would
allow an exception to be made? Can you authorize these exceptions?
§ In the normal course of doing your job, what power do you have? Can
you authorize credits or discounts? Give out pricing? Accept exchanges
or returns? Reveal stock inventory information?
§ What company issues should or shouldn’t you discuss with a customer?
§ Find out where to get the answers to questions the client will inevitably
ask. Equipment delivery and project management timelines are important
to a customer. Find out from your Manager where to get this information.

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 You Be the Customer

Think about a recent experience where you received poor customer service.
What made your experience negative?

Check off the factors that made it negative:

q The representative did not listen to your needs.
q The representative had a negative attitude about customer service.
q Action taken was not timely.
q The representative was disagreeable and unfriendly.
q The representative was not courteous
q The representative did not smile or look at you.
q The representative was not apologetic.
q The representative interrupted you.
q The representative did not take responsibility for the situation and passed
you off to someone else.
q No solution was offered.

Now, think about a recent experience where you received excellent customer
service. What made your experience positive?

Check off the factors that made it positive:

q The representative listened to your needs attentively, not passively.
q The representative had a positive attitude about customer service.
q Action taken was timely.
q The representative was courteous.
q The representative looked you in the eye.
q The representative was personable and smiled.
q The representative strived to develop a relationship with you by
introducing him or herself.
q The representative exceeded your expectations
q When something went wrong, the representative was apologetic.
q When something went wrong, a solution was offered.
q When something went wrong, the representative let you vent your
frustration.
q When something went wrong, the representative took responsibility for the
situation and did not pass you off to someone else.

Keep in mind what you value in good customer service when you are
representing your company!

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Chapter One: Overview of the AV Industry
Lesson Five: Manufacturers
Lesson Objective
Discuss the role of the manufacturer in the audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ Manufacturers respond to the needs of customers.
♦ Manufacturers face many risks while researching and developing a new
product.

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Chapter One: Overview of the AV Industry
Lesson Six: Distributors
Lesson Objective
Summarize the role of the distributor in the audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ A distributor is a bulk wholesaler of products.
♦ A distributor is a delivery channel from the manufacturer to an AV
company.

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Chapter One: Overview of the AV Industry
Lesson Seven: Wholesale Sales Representatives
Lesson Objective
Define and discuss the role of the independent and manufacturer
representatives in the audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ In wholesale, there are two types of sales representatives, an independent
sales rep and a manufacturer sales rep.
♦ The choice to use an independent representative firm or support its own
sales force is a business decision all manufacturers must weigh for every
product they sell.

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Chapter One: Overview of the AV Industry
Lesson Eight: AV Dealer Firms
Lesson Objective
Define and give an overview of the various types of retail businesses
involved in the audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ A dealer is a company that buys products wholesale from a manufacturer
or distributor for resale .
♦ Value-Added Resellers are dealers that combine product sales with
another service.

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Chapter One: Overview of the AV Industry
Lesson Nine: Product Sales
Lesson Objective
Define and discuss the role of the product sales professionals in the
audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ Authorized dealers are firms that specialize in selling product lines of
certain manufacturers.
♦ Some AV dealers are strictly product sales oriented, concentrating their
efforts on efficient service and rapid turnaround.

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Chapter One: Overview of the AV Industry
Lesson Ten: Design and Engineering
Lesson Objective
Define and discuss the role of design and engineering organizations in the
audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ Customers needing guidance with respect to the AV aspects of a design
project may hire an AV systems and facilities designer.
♦ In the AV industry, there are two primary groups of design professionals,
independent design consultants and designers who work for design/build
companies.

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Chapter One: Overview of the AV Industry
Lesson Eleven: Systems Integration
Lesson Objective
Identify the role of the systems integrator in the audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ Systems integration is the installation of AV equipment in a functional,
aesthetically pleasing , and user-friendly way.
♦ The main objective of a systems integrator is to bring the various
components of an AV system together and make them operate as a total
system.

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Chapter One: Overview of the AV Industry
Lesson Twelve: Service Providers
Lesson Objective
Discuss the role of service providers in the audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ Service providers may sell a service contract to keep the system running
through preventive and corrective maintenance.
♦ Handling upset customers can be the most difficult part of the service
provider’s job.

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Chapter One: Overview of the AV Industry
Lesson Thirteen: Rental and Staging
Lesson Objective
Explain the role of the rental and staging provider in the audiovisual
industry.

Background
The following points are illustrated in this lesson:
♦ The rental and staging business crosses many industry disciplines
including design, systems integration, operation, and service.
♦ Rental companies are commonly hired to rent equipment and services to
support more complex business services, such as an important business
meeting or conference.
♦ Staging includes the rental, setup, production, and operation for large
venue, high profile events.

Activities
Interview Activity: 15 minutes

Answer the following questions to the best o f your ability, then meet with your
manager to discuss the answers.

§ What aspects of the industry segments described does your company

participate in?
§ Is your organization a manufacturer, distributor, dealer, rental and staging
company, or end user?
§ Does your company employ design engineers, sales representatives,
systems integrators, service technicians, rental technicians, or staging
professionals?

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Chapter One: Overview of the AV Industry
Lesson Fourteen: Vertical Markets and Allied Industries
Lesson Objective
Identify vertical markets serviced by the audiovisual industry.

Background
The following points are illustrated in this lesson:
♦ The experience and knowledge gained from learning about a specific
market helps AV professionals target other potential clients in that
industry.
♦ As the science behind the “latest technology” is invented and reinvented,
new vertical markets appear.

Activities
Independent Activity: 15 minutes
Now that you understand what a vertical market is, and why it is important for
business strategy, identify five more examples of vertical markets assisted by
our industry. Compare your list with ours on the next page.

1. _________________________

2. _________________________

3. _________________________

4. _________________________

5. _________________________

Interview Activity: 15 minutes

Talk to your manager and find out if your organization serves any vertical
markets.

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Possible answers to Independent Activity

Were any of these examples of vertical markets among your answers?

§ City council chambers

§ Utility companies
§ Security companies
§ Computer networking operations center
§ Weather monitoring stations
§ Emergency and 911 call centers
§ Nuclear power plant
§ Transportation hubs (airports, bus terminals, and rail stations)
§ Telephone companies
§ Internet providers
§ Television stations
§ Law Offices
§ Hospitals
§ Universities
§ Government Agencies

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Chapter One: Overview of the AV Industry
Lesson Fifteen: Team Players
Lesson Objective
Describe your job function and identify the purpose of the departments in your
organization.

Background
The following points are illustrated in this lesson:
♦ It is important to know the specific business functions in your organization
because you directly or indirectly work with all of them.
♦ Knowing the business that surrounds you, positions you for more job
responsibility and success.

Activities
Interview Activity: 15 minutes

Do you have a written job description? If not, talk to your manager and write
one together. If you do, meet with your manager and describe your daily job
function in your own words.

If you were at a staff meeting, how would you introduce yourself? Give a one -
sentence explanation of you job function.

Independent Activity: 5 minutes

Review your company’s organizational chart of staff to identify structure.

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Chapter One: Overview of the AV Industry
Lesson Sixteen: Workplace Dynamics
Lesson Objective
Describe your role in meeting your organization’s goals.

Background
The following points are illustrated in this lesson:
♦ Just as employees must hone their customer service skills to satisfy
external customers, the same skills should be used when working with
staff members.
♦ Professional development is the tool for continued success.

Activities
Interview Activity: 2 –4 hours
Schedule appointments with your manager, appointed mentor, or coworker
(as appropriate) to discuss the following:

1. What is your organization’s mission or goal? How does your role

contribute to achieving that mission?

2. Meet with all members of your department (for a department of 8 or less) or

the people with whom you will have the most contact for an informational
interview. Discuss with your manager who these people will be. The
informational interview should take 15 minutes for each meeting. Questions
are provided on the following page.

3. Meet with each department head, then with key individuals in each
department for an informational interview. Discuss with your manager who
these people will be. The informational interview should take 15 minutes for
each meeting. Questions are provided on the following page.

4. Meet with your manager for a debriefing.

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 Informational Interview

To help you become an integral part of your company as soon as possible, you
need a good understanding of all facets of the organization. Meet with other
members of your organization for a 15-minute informational interview. After the
meetings, discuss what you have learned with your manager.

At the end of each interview with your departmental co-workers, you should be
able to answer the following questions:

1. What is the role of this person in the department?

2. What are his/her current projects?

3. Are their any areas where the two of you will work together?

At the end of each interview with department heads, you should be able to
answer the following questions.

1. What is the function of their department?

2. How does the department relate to the organization as a whole?

3. How many people are in the department, and what does each one
do?

4. What are the key current projects in this department?

5. How will you work with this department?

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