Spending on AV Equipment vs Communicating your message: How do you choose?


Is watching a boring program on a bigger TV better? Nope.

Is it better to spend more on big AV without investing in your content production? Nope.

We’ve all been there. Observing from behind the curtain as our six-figure AV shines on an audience that’s glazed over, or scanning their cells. It’s enough to drive you to… what? To bringing an expert content producer into the mix.

Content production in this hyper media age is a must have.  Mass HD production values and Snapchat-conditioned attention spans require that your content be produced, not delivered. Special effects can enhance but never replace a solid story and sympathetic presenters.

The right approach to live meeting communication budgets.

Companies spend a small fortune to put butts in seats because nothing can beat the power of meeting face to face. So does it make sense to commit to a large AV supplier quote, and then work out a communications plan with whatever you happen to have left over in your AV budget?

With a properly balanced approach, you shouldn’t have to make that choice.

Your content producer will work out a creative configuration in collaboration with your AV supplier to deliver the biggest bang for the lowest possible equipment outlay. This ensures that your message will be shared effectively on a right-sized AV set-up as determined by the audience size, hall configuration, number of presentation languages and your overall budget All this without sacrificing the quality of the screen content and coaching to ensure the effectiveness of the presenters.

Remember that ultimately the equipment doesn’t communicate with your audience.

It’s the compelling visuals and sound that connects people emotionally with the presenter and each other.

In our paradigm, content always comes first combined with intelligent AV design. When the lights go down, the mics go hot and the cameras roll, your entire ROI boils down to engaging and moving your audience to the desired action.

Asking your AV guy to produce your content is like asking the plumber to design your kitchen.

Content production is an art and a profession… and worth it. So don’t think a bigger screen and surround sound alone will carry the day — Hire a producer to create an effective stage presentation and put quality on the screen.

Michael Caplan
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Michael Caplan

Michael Caplan is the Creative Director and Producer at Sensix Communications & Events, a meeting and event production company that he founded in 1979, headquartered in Montreal.

Michael possesses a brand of creativity and vision that can only come with over 30 years of experience, constantly bringing the industry to new heights. He is recognized as a leader in his field, and was honoured with the Canadian Event Industry Award for Producer of the Year and continues to lead his team with innovative award-winning work.
Michael Caplan
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