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Investing in education and awareness

“It’s all about sharing knowledge,” said Wendy Griffiths, executive director of CEDIA EMEA. “Our focus on education has always been a strength and, over the past year, we’ve continued to invest in it. Our online education programme is now truly robust, and the modular approach we’ve taken has been extremely well received, as it allows our members to get precisely what they need.”

Griffiths and executive director Don Gilpin also described how CEDIA has positioned itself as a marketing tool for its members.

“We have invested heavily in reaching out to the architects and interior designers who are often key influencers when consumers are looking to enhance their homes, and that investment is really paying dividends because our members are starting to see tender documents coming through – documents that specify that respondents must be CEDIA members,” said Griffiths.

Griffiths said CEDIA members come from 41 countries, including Poland, Nigeria, India, Pakistan and South Africa.