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Contributors›Izzi Demara
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Marketing Manager

Izzi Demara

Current #AVtweep. Former College Head Coach (Women's Lacrosse) & Athletics Administrator (SWA). Four year collegiate student-athlete at St. Bonaventure University ('12). Master of Sports Administration from Canisius College ('14). Marketing Manager at RoomReady. RoomReady is an AV integration company that believes when it comes to meeting room technology, SIMPLE IS BETTER; installations should be quick and painless, because SPEED MATTERS; and FLEXIBILITY IS KEY, so we can plug in anywhere in your AV solutions process.

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Contributor Brief·Izzi Demara · 1 articles
Updated Sep 29, 2023

Playful marketing and unconventional tactics drive AV industry influence

Demara argues that the pro AV industry's leadership pipeline depends on younger professionals who reject buttoned-up marketing conventions in favor of creative, personality-driven approaches that build authentic community. This shift toward fun and accessibility—rather than technical specification dumping—is not frivolous but essential to expanding the industry's reach and relevance among emerging decision-makers.

40 under 40

young AV leaders reshaping industry marketing tactics

“Creative marketing proves young AV leaders influence industry success through unconventional, playful tactics.”

CI 40 Under 40's Marketing Approach

Characteristics of effective next-gen AV marketing

Personality-driven storytelling1
Creative and fun tactics1
Community-building focus1
Rejection of spec-sheet dumping1

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25%Personality-driven storytelling
Personality-driven storytelling
Creative and fun tactics
Community-building focus
Rejection of spec-sheet dumping

1 cohort

of under-40 AV professionals proving marketing paradigm shift

Young AV leaders prove unconventional marketing drives industry influence and measurable success.

CI 40 Under 40's Marketing Approach

Playful tactics and creative approaches reshape how pro AV builds professional credibility.

CI 40 Under 40's Marketing Approach

“Fun marketing works. Pro AV's next leaders prove it.”

Themes:Unconventional marketing as legitimacy builder in B2B AVPersonality-driven storytelling over technical specification marketingYouth-led paradigm shift in professional industry influence tactics

Latest article

Professional AV · Sep 29

A Creative and Fun Marketing Approach to Pro AV? That’s How the CI 40 Under 40’s Do It.

Young AV leaders are proving that playful, unconventional marketing tactics can drive industry influence and success

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A Creative and Fun Marketing Approach to Pro AV? That’s How the CI 40 Under 40’s Do It.

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  • AM
    Alex M.·2h agoquestion

    What sparked your research into disruptive innovation?

    Curious what the original insight was that led you to the Innovator's Dilemma framework.

  • SL
    Sophia L.·1d agoidea

    Would love a deep-dive into EdTech adoption barriers.

    Your framing of sustaining vs. disruptive innovation feels directly applicable to school systems.

  • DR
    David R.·3d agoquestion

    How do you see AI changing the personalized learning landscape?