In the latest episode of Cutting Through, Hal Truax, Aurora Multimedia’s VP of Sales and Marketing, discusses the importance of building direct relationships with end-users and fostering strong, collaborative bonds with integrators to refine AV solutions.

End-users today are more educated and seek a direct connection with manufacturers, not just for product support but also to share input on their unique needs. Truax explains that these relationships are invaluable for gathering unfiltered feedback and understanding use cases firsthand. “If you have that direct relationship, you can really understand what their needs are and their use cases without having an intermediary,” Truax shares. This direct feedback loop helps Aurora create seamless solutions for environments like corporate boardrooms, classrooms, and hospitality settings, ensuring users view the company as problem solvers.

Integrators, too, are essential to Aurora’s strategy. The industry has evolved beyond quick installations to a more collaborative approach. Aurora has formed an advisory council of trusted integrators who test and provide feedback on new products. “They help us deliver a better product to the end-user,” Truax notes, highlighting the mutual trust this process builds.

Aurora’s commitment to being an active listener and prioritizing innovation sets it apart in the AV industry. By valuing both end-user input and integrator expertise, Aurora strengthens relationships and ensures their solutions are reliable and effective. This collaborative approach reinforces the company’s reputation as a trusted partner and industry leader focused on seamless, intuitive technology.