HTSA Fall Conference Tackles Lead Gen, Member Marketing and Emerging Technologies

Home technology specialists converge in Chicago to explore innovative new marketing initiatives aimed at enhancing the authority of the specialty retail and custom integration channel.

Chester Springs, PA – October 17, 2012 – The Home Technology Specialists of America (HTSA) descended upon Chicago last week to discuss the current state of the industry and its impact on their 2013 marketing roadmap.

Addressing a room of more than 140 custom integrators, manufacturers and trade media, Bob Hana, Managing Director of HTSA, redefined the role and purpose of the buying group, challenging members and vendors to think aggressively in terms of driving new demand.

“As a buying group we have outgrown the role of simply being an organization for buying stuff,” said Hana. “HTSA must now be a marketing engine to fill the business pipeline by teaming with our vendors and fully supporting our members as they work towards successfully growing their business.”

“Focused Energy”

Striving to meet the evolving needs of vendors and members alike, Hana addressed the need to shift the group’s focus by embracing emerging trends and technologies as well as increasing collaboration between vendors and members.

To assist members in the cultivation of new business, HTSA is also working with valued marketing partners, Netsertive and Revenew, whose services include content management and email marketing tools that feed consumer leads to its dealers. 

Utilizing a Blended Strategy

Just as consumer purchasing behaviors have evolved, so must the marketing tactics employed by the HTSA. Increased attention to Internet marketing and community building is helping HTSA members reach a new level of digital consumer. A blend of both optimized online content and print collateral materials play an active role in the HTSA’s revitalized marketing program:

  • HTSA’s new website includes a member portal enabling sign up for events.
  •, an online community delivering fresh, relevant content
  • Strategic social media programs have grown both the HTSA and HDLiving social communities
    • The new 2013 HTSA Home Technology Guide is a 44-page printed leave-behind book aimed at inspiring and rousing clients into action.
    • Database marketing via Revenew allows HTSA members to create email, direct mail and social media marketing campaigns that can touch 600,000+ consumers.
    • Netsertive has implemented a wide range of local search and internet marketing programs that have driven a collective of business generating leads to members. 

Commitment to Continuing Education, Embracing Opportunities

Among the hottest topics discussed during the HTSA Fall Conference were the impact of disruptive technologies, disruptive business models, and most importantly the role of the Cloud. Rather than fearing these technology shifts, HTSA urges integrators to embrace them as huge opportunities, allowing members to fulfill a growing consumer need.

“The more confusion there is amongst consumers, the bigger the opportunity for the integrators to become the go-to specialists,” added Hana.

Experts from Netsertive, Quixel Research and Intercall addressed the impact of technologies such as 3D printing, nanotechnology, virtual reality and more, while thought leaders from Lutron and Control4 analyzed the effects of the Cloud on member businesses.

Overall, throughout the three day conference the mission was clear – embrace change, leverage new technologies and capitalize on new opportunities that enhance the integrator’s role within the connected home. “We are very, very serious about the direction of our organization and the clear benefits we bring,” concluded Hana.

To learn more about The Home Technology Specialists of America, please visit 

About Home Technology Specialists of America

Home Technology Specialists of America (HTSA) is a national association of specialty retailers and custom integrators, who design, specify and install premier residential and commercial electronic systems. Ranging from home automation and media rooms to lighting control systems and multi-room audio, today’s digital living environments demand a specialist who helps connect the products in the home, at work or on the go, simply and correctly, while maximizing their performance. Join the conversation on Twitter or becoming a fan on Facebook. 

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