#344: Reflecting Innovation – Tony Blodgett on Seura’s Mirror Technology Evolution
Join Tony Blodgett of Seura on Automation Unplugged #344 as he shares insights on mirror technology, lighting design, and elevating luxury spaces.
This week's episode of Automation Unplugged is an interview with Tony Blodgett, Director of Residential Sales at Seura.
Tony has been with Seura since 2010, guiding the company’s growth in both commercial and residential markets. A graduate of the University of Wisconsin-Madison, Tony began his career in politics at the Wisconsin State Capitol before transitioning into technology and design at Seura. Over the past 15 years, he has become a trusted voice in the integration channel, helping dealers and designers embrace the unique opportunities mirror TVs and lighted mirrors bring to luxury projects.
About this episode:
In this episode, Ron and Tony discuss:
- Seura’s evolution from outdoor TVs to its leadership in mirror technology
- Why lighted mirrors are becoming a must-have in luxury homes and hospitality spaces
- The importance of “no fear selling” and building trust with clients to deliver personalized, high-value solutions
Transcript
Ron:
Hello. Hello there. Ron Callis with another episode of Automation Unplugged. I hope you're doing great on this Wednesday. We launch our Automation Unplugged shows every Wednesday, or maybe you are listening on another day or time, uh, in the future. Thank you so much for tuning in. As always, automation Unplugged is brought to you by my day job at one Firefly. Where we have a fantastic team of marketers and we also have our team at Amplify people helping integrators with all of their hiring needs. We have a an awesome team that is working diligently every day to, to serve our. Loved customers all over North America and around the world, and they are doing such a, a wonderful job. It affords me the opportunity to come here and, uh, conduct these interviews that we call Automation Unplugged, and we have, uh, another, another great one. So today I am fortunate to have Tony Blodgett. He is the director of residential sales at Seura. They're based out of Green Bay, Wisconsin. So let's go ahead and bring in Tony and uh, let's see how he's doing. Tony, how are you, sir?
Tony:
I'm doing well. And just to properly set expectations for everyone, it's gonna be more than a great one. It'll probably be the best one ever, the best ever. Just just to properly set expectations.
Ron:
I love that. Uh, you wouldn't happen to be a Green Bay Packers fan, would you? I believe
Tony:
green and gold here in Titletown USA. So
Ron:
that's and and ti how many titles has Green Bay won? 13 World Championships. That's who's second to that. Is there anyone second to that?
Tony:
Well, someone's, if you ain't first, your last, they as they say. But, uh, I'm, I don't know if, if Pittsburgh is in there or maybe the cowgirls or something. I'm not sure. I, to be honest, it's probably such a distance. Second, I'm not even sure.
Ron:
Yeah. Well we, the show is coming out here at the beginning of 2026, uh, and we're recording in the, the, the fall, uh, the late fall of, of 25. That's true. By
Tony:
now it'll be 14 world Championships. Then
Ron:
I was gonna say, how's the, how was the season? 'cause this will come out and you'll have to have made your prediction. How will Green Bay have finished?
Tony:
Yeah, I mean, I would think at the top. So like, you know, bad Bunnys the, uh, super Bowl halftime show and, uh, just saw Coach LeFleur at my kids', uh, football game and I told 'em, Hey coach, like you'll be in, uh, the locker room at the Super Bowl while. I'm watching Bad Bunny at the halftime show, so let's all prep for this. And so I got the top down in my Jeep and cranking some bad bunny. They're like the Rammstein of hip hop. I don't know what he's saying, but it's pretty good.
Ron:
But, but he's pretty hip. Yeah, he's pretty hip. What, uh, how, how, uh, I guess I'll back up. When was the last time out of curiosity? That Green Bay, and I'm just uninformed, I should know this. Okay. When was the last time that Green Bay won the Super Bowl?
Tony:
Super Bowl 45. So the 2010 season.
Ron:
2010. All right. So it's been a little bit, little little gap.
Tony:
Yeah. Technically it would've been calendar year 2011, but yeah. So
Ron:
yeah. But this is their year. Yeah, we, this was the year. 'cause now it's already happened and they've already won. Is that
Tony:
right? And because the history there is Brett fav. Aaron Rogers and Jordan Love All would've won their first Super Bowl in the year that they were. It's won their third year as a starter and, uh, all 27 years old.
Ron:
Wow. So. So is that just something like, that's typically a peak of A-A-N-F-L quarterback's career?
Tony:
Yeah. After 27 it's just all downhill. It's an
Ron:
all downhill,
Tony:
yeah.
Ron:
So what is that for us that are 47 or 57? Yeah, that's geriatric.
Ron:
That's geriatric that, that's what my son would say. That's what your boys would say, Tom Brady. So, yeah.
Ron:
Yeah. That's, that's funny. Alright, so for uh, those that do not know Seura. Tony tell uh, everyone who is and what is, Seura. And then what's your role and responsibilities there at, Seura?
Tony:
Yeah, so Seura's been around since 2003 and, uh, it really started with mirror technology. Uh, for a while. A lot of folks know it's, uh, or knew us as an outdoor TV manufacturer. Um, but um, we have transitioned back a hundred percent to mirror technology. It's just such a great category in terms of something that, um, you know, brings a unique experience throughout the home, uh, for the end users and working through our resale partners, our ab integrators, uh, on something that's a unique category. So we, we always like to say we, we bring the perfect harmony of technology and design
Ron:
at a high level. Uh. How many of the TVs, and I'll, I'll say within our channel, uh, within the, the integration space, uh, you know, from Seura, are, are TV mirrors, uh, versus, you know, dealers also wanting that aspect of light or lighting also coming from the mirror. I guess just, and I don't even know the right way to frame that question, but like, there's the mirror, there's a TV and there's lights. How are those typically blended and or. What's, what's normal today, here in 2026?
Tony:
Yeah, and I'd say there's really, I would say kinda two categories of applications with what our mirror technology focuses on. Okay. One is gonna be living areas, entertainment areas. Think of a home fitness area where you have a big mirror wall, right? Mm-hmm. And to bring the interactive fitness routine into that space, folks will specify a, a Seura TV mirror, wall assembly. So I think TV mirror in the center flank by some matching mirrors, and folks love to have their, you know, their instructor right there in front of 'em in the mirror, whether it's live streamed or virtual. The other side would be your bathroom, vanity. Other readiness areas where what we see the most of would be a lighted TV mirror. For a primary bathroom and then lighted mirrors throughout the rest of the bathrooms through that home. And, and sometimes it'll just be a TV mirror or just a lighted mirror in those spaces. But we can do, again, TV mirrors, totally scaled, uh, lighted mirrors. Scaled a hundred percent custom. And then, um, vanity TV mirrors or lighted vanity TV mirrors. So
Ron:
when I, because I know Seura, and I've seen your products for, you know, years at all the shows and, uh, had the fortune to work with you, Tony, and even do some marketing projects together, you know, I can't help, but when I go around the world and if I stay at a hotel, if it's a nice hotel, the bathroom. Almost always, I wanna say it feels like near a hundred percent these days has a lighted mirror. It's like an aspect of luxury in a luxury hotel. I am, at least that's my personal life experience. That's what I, I feel that I see and feel whenever I travel and, uh, it jumps out to me. 'cause I know Seura, I know you guys do that. Yeah. Um. How common is that type of solution? I'm just gonna say the lighted mirror or the lighted TV mirror. How common, I mean, if you were to just say broad brush, the, the luxury projects happening throughout North America, is it, is it common or is it still rare that that is in fact specified or designed into the project? Either by specified by the interior designer, or designed in by the integrator?
Tony:
I'll answer that with kind of a bigger circle please. So, and when I started with Seura back in 2010, I started on our commercial hospitality side. And at that time our mirror technology, whether it was a TV mirror or light mirror, was, um, more for the boutique hotels. Okay. And. What happens is designers in that industry, they really want something unique. They wanna give their guests a unique experience that they're not getting at home. But then invariably, that experience ends up translating to the residential market. 'cause people are like, Hey, I experienced this in a hotel. The light and mirror was better than anything I could have imagined. I want this in my house. And so that's been going on for years and years. We're in the hotel now. Yeah, you expect it in there and that's a huge part of what we do, but in the residential market, it's becoming more and more of a focus. The big thing though, that I would say. Is a little quirky in the residential market is typically at that, that bathroom vanity, that fixture in the lighting there is often considered a decorative sconce or a decorative fixture. And so it doesn't necessarily fall on the architectural lighting package. And so as the AV industry gets more involved in not just lighting control. Lighting fixtures and finally lighting specification to be that consultant on there. They say, Hey, what are we doing for task lighting at the bathroom, vanity, and other readiness areas? And it puts a whole new frame of mind into what traditionally is a decorative fixture to saying this is necessary for my client to start and end their day. So again, it's more and more of a norm that we are seeing at least. That question being asked with lighted mirrors and lighted tv mirrors being an optimal solution for that space.
Ron:
I, I'm gonna get, I'm going a bit more technical than maybe I normally would this early in the, the call or the, the meeting. But let's, let's go there. Let
Tony:
geek out.
Ron:
What is that? Geek
Tony:
out
Ron:
propeller. Let's gee out technical. Exactly. You, you got my gears turning. So. How common when, uh, a dealer orders a, a sir or specs a dealer, uh, mirror tv, uh, into a project? Uh, is the lighting, uh, provided by Seura, because I know you guys used to do a lot of that versus to, uh, the dealer using their own preference or specification of lighting or tape lighting that's doing that. Back lighting. 'cause there's. I mean, we've all been to, you know, uh, uh, Lita Palooza and Cedia and all the buying groups, and there's um, so many tape lighting vendors and so many, uh, preferences and opinions about the way to control and integrate lighting. And this, in this case, you're calling it task lighting in the bathroom into a system are, are, what's the current state for Seura? Are you guys providing a part of that tech package or are you telling the dealer to spec their own?
Tony:
I mean, it, it's a solid, probably 80 20. Um, usually, so we have like three lighting options. One would be our static white, and then we have a driver that gives our dealers multiple dimming options.
Ron:
Okay.
Tony:
Uh, and just given the nature of the use of that light, that's, that's the norm, um, what's the color
Ron:
temperature of that static light? Is that a a, uh, can it be ordered in various color temperatures or is it one static?
Tony:
There are a few options, typically 3000 Kelvin, and that's, that's been the standard of what we've had for years and years, the decades that we've been, uh, and that's gonna prevent
Ron:
the, the human standing in front of the, the, the light from looking to orange, right? If you go down to 2,700 or 2200 Kelvin, it, it, that candlelight glow could be not, maybe not best for the bathroom if you're putting on makeup or something like that. Yeah. To me it's,
Tony:
it's amazing the difference between 3020 700. Yet if you're going to 3000 to 4,200, it's not as much of a difference. Right? Um, so yeah, I definitely wouldn't want to go below that. Um, but you know, there's obviously the t tuneable options, which we can do touch button as well to kind of create that mirror to be an oversized makeup mirror. Then they can control it right on the mirror, on off dimming, uh, tunable white. There's maybe a third option. They'll do like a def fogger or a nightlight on that. Okay. Um, so with those two options, and again, that's probably, you know, the 80% rule, that's we're providing everything. Okay.
Tony:
And then the third option would be lighting by others. And you know, like we have a collaboration and that's the
Ron:
20%, you said 80% you're providing all the lighting, the tape, and the control. 20%. It's lighting by others.
Tony:
Yep. Yeah. If it's, if it's a luxury lighting, you know, specification install, and folks really want everything, they wanna tell that story in every fixture and get that light to match. Um, you know, like at CEDIA we, um, you know, had a lighted TV mirror. And with Pro Lax and the way they had that programmed with their light source and, you know, their driver decoder and everything sinking up in that space, it told the story of here's why you would do this. Mm-hmm. But you have to be very specific in the industrial design and the performance of that LED tape. Like, that's a big reason why we, um, why we partner with ProLuxe for example, because they have the right programmable tunable tape in terms of the right lumen per foot output so that you drive that good task lighting and also the industrial design 'cause it's a true COB, so you don't get pixelation. So yeah, there's, like you said, there's, and a lot of great folks out there, you know, producing similar things that, um, you know, in terms of a lot of tape and all that, and it's finding kind of that. It's almost a unicorn to say that tape for programmable tunable lighting is gonna work really well with any of our Seura lighted mirrors. Um, you know, to provide that experience and be programmed through the rest of the system.
Ron:
What's the trend, uh, with, uh, uh, your category of products in the, the CEDIA channel? Like what's, what, what's happening? What's it, what are things increasing, staying the same? Are they decreasing? Like what are the big picture trends you're viewing?
Tony:
Yep. Um, so if you wanna look at a couple categories. So with obviously, again, we transitioned from outdoor TVs, 'cause outdoor TVs for a shaded application became just commoditized. You know, what's, what's the cheapest route I can go?
Ron:
Seura's out of the outdoor TV game.
Tony:
Yep. Yep. Two commoditized on the low end, and then with the high end, it's almost impossible to consistently meet expectations for durability, performance, and longevity. Just the way that transition, it's like, well, we wanna focus on the most positive customer experience in terms of both our resale partners and uh, their end users. Right. Um, so with mirror technology, I would say a lot of like the standard frame TV mirrors, that category used to be super huge. And then some other, like of the art screen TVs. They start coming in and in the whole mid fi area of TVs, like it'd be okay, standard TV, art, screen tv, like you know, the frame or whatnot, and then see TV mirror. Well, that whole, what I'd call mid fi of that video technology has become commoditized. So there's a small premium to go to, like an art screen tv 'cause there's so many options there now. So there's, there's a gap to go up to a Seura TV mirror, but as the economy just continues to be like, okay, what's going on? Exactly. Wobbly. Is that how we would describe it? Wobbly is a good way to put it. Um, you know, as integrators really focus on, hey, let's, let's look at the luxury options. Because that's the most stable that's always there. I mean, our factory that I'm in right now was built in through the oh 8 0 9 Great recession. Why? Because we focused on that category. And so I would say the standard TV mirrors with like standard frame TV mirrors is definitely coming back because of that. And then those other spaces where we can provide mirror technology and scaled solutions. It's not just about saying, I want a tv, me TV there, but I wanna hide it. But you can look and you can say, we have mirrors in that space. Let's incorporate a, you know, video display as well from Seura. And then the whole lighting side, like talking about the lighted mirrors and light TV mirrors, you know, for those bathroom spaces. That's, I mean, that's growing exponentially with, within the industry. So like any gap from outdoor TVs is being made up with lighted mirrors.
Ron:
That's awesome. Uh, I'm curious, big picture, Seura, how do you guys go to market? And maybe you do it differently in different countries, so maybe I'll just say the United States, Canada, do you guys are, are you the, the guy that, that is the sales guy for the country or do you use reps? Do you have a sales team?
Tony:
We pretty much stick with, uh, north America, and a lot of that's because the video displays within the CD channel. Um, I mean, we, we go worldwide with, you know, lighted mirrors. It's a little more flexible there. Um, but with the TVs, primarily it's North America, uh, some Central America and, uh, a little bit South America. But for the most part it's North America and Central America. Uh, we, we utilize representatives. We have. Awesome reps, uh, and have for many years. So some of our reps have been with us longer than I have, which is really cool. And, um, you know, they're just, there are boots on the street, eyes and ears on the, you know, locally in the markets. So, uh, and then, yeah, I'm, I'm here at the factory, uh, and certainly love getting out in the field. I think my favorite thing to do is like project walkthroughs, 'cause I live in the Seura bubble and when I can actually walk through and say. Hey, did you know we could do this? You're trying to do this and if we tweak something here, we can accomplish your vision with that is so much fun. So I really love working on the projects and with our, our resale partners and our reps out in the field.
Ron:
Do you travel? Do you have some periodic travel where you go out and hit your territories visit with your reps and, and your reps set up calls and you do those walkthroughs? Or is it, is it like a regular thing or Sometimes that happens?
Tony:
Yeah. Um, yeah, as far as like project walkthroughs, that's kind of a, um, targets of opportunity, I guess, when I'm getting in the field. But otherwise, yeah. Um, pretty consistently get in markets. Maybe it's for events like I, I'll say I've seen the industry evolve where your rep firm used to be a couple guys working out their house and you'd go and you'd get the windshield time visiting dealers, and now things are more and more consolidated. Where their role is more expanded. And so a lot of times it's people coming to them. Mm-hmm. Or there's just, you know, uh, key events, things like that. But yeah, getting out in the field, getting out in the market, that's what gives me my energy. You know, it's such a positive experience to be out there. So
Ron:
what, what are you excited about here? Looking forward in 26? Like what is this, what's the year ahead look like? For, for, for you and for Seura?
Tony:
Just more and more it, it's such a grassroots effort to really have folks, you know, learn about the opportunities with what we can do, and it's so specification driven that it just takes time to really have the seeds take root. We're really seeing that ramp up, you know, where it's, you know, just simplifying the process. That's a big thing that we've done transitioning into the year. Um, you know, make it easy to work with us, have product that's rock solid and, uh, yeah, just have fun with that because if folks are having success, it, you know, success breeds success and we're really seeing that. Um, so just, you know, providing the right tools, uh, simplification of things and making sure that everyone's. Honestly making some money off of it too.
Ron:
So do you have your magic eight ball or your crystal ball? Are you, are you feeling 26, uh, is, is gonna be up or flat or down compared to 25? Any initial thoughts that you're able to share publicly
Tony:
from an industry standpoint? I don't know if you'd see like a big boom either way. It kind of, and a lot of that's just, you know, the, the economies. It's probably quirky, I would say stabilizing a little bit just through some of the, the rockiness of 2025, uh, going in. I do think, uh, with some of the solutions out there, um, especially with the industry, focus on categories like lighting, you know, which is just necessary in every, every home, every project. Uh, and then specifically with us, like embracing that, hey, there are mirrors. In every single home as well and more than you would actually think. Uh, yeah. And then, then blending what we do with the lighting category, uh, and focusing on against, again, those luxury projects and doing more with it. Uh, that side I think is going really well. You know, the low end stuff will continue to do, become commoditized, and that's just a tough game where you're competing against the internet. Uh, mid fi kind of seems to. I don't know, feedback I get from folks is, mid fi is kind of just going away. You just kinda have that gap. Um, so I'm seeing folks just embrace the, Hey, let's go have fun. Let's focus on those clients that they get more than what they need. They get what they want. But it's all about providing the right solutions for those homes. And, you know, people, people don't know what they want. They don't know what exists. And really getting back to some of those grassroots efforts of getting that stuff specked and leveraging the trust.
Ron:
Grassroots and specification. That makes me think. We're talking about calling on architects, uh, and or interior designers to have them demand or want these products. Um, how do you support your customer base, your dealers in that, in that regard?
Tony:
Yeah, and, and we go, that's the thing. Like we work through our dealers. To reach out to their specification partners, you know, whether it's builders that are driving the specs, uh, interior designers, architects, you know, and each market's a little different with that. Yeah.
Tony:
Um, so we do partner with HDA, uh, you know, what Josh and his team's done is, is fantastic. I just totally believe in that, you know, to, to make what we do as an industry, a brand, uh, you know, technology design, right? It's not, we're not just, you know, plugging in. Playing, you know, speakers and, and TVs. It's technology designers out there. Um, but we have tools. Uh, I, I would say, you know, one tool is just inkind effort in terms of. Hey, let's get on a call with your builder, with your specifier so we can help shape that solution for that specific project. Love doing that. Uh, the other is we have a cu course, the Science of Light. Um, that's, that drives a, a ton of energy to me too, is, you know, when I have a good crowd, a good audience, and we can, um. You know, kind of present like, Hey, I'm here to talk about this 'cause I'm with CI and here's what we do as a company. Okay, now, hard stop, completely agnostic. Let's talk about the CU course and what lighting brings. Um, and it just drives such good conversation and, and awareness with folks. So
Ron:
that's cool. I, is that, uh, cu course credit, uh, credit for architects or interior designers or both?
Tony:
Uh, our course as it stands is IDCC, uh, approved course. And so like ai, A SAD, um, if it's not a direct uh, credit, they can, uh, apply for the credit though.
Ron:
They can apply for the credit. Yeah. Okay. And is it like a, a one hour commitment in the our office to deliver that content? Or what's the normal, like logistics if, if you are gonna go, you know, and, and offer that course. How is it typically offered?
Tony:
I, I think a 90 minute window is usually best. 'cause what I usually do is bookend it with, Hey, who, here's who we are and why we're talking about this, and then go through the course. Um, but certainly, you know, an hour gets it done, you know, pretty efficiently as well.
Ron:
For dealers that are tuned in, they're listening, maybe they're on their drive to their job site, uh, or maybe they're out on their morning walk, uh, and they're not doing CEU education. For architects or designers, interior designers, um, from your perspective, why should they be doing that? And, and then maybe how should they be doing that, just in general?
Tony:
Why is, I mean, those are influencers at the front end of a project, and again, a lot of the categories that might be technical to us in the CEDIA channel aren't necessarily technical to them, but it. Can be, maybe it should be, again, mirror technology is a prime example of that. You know, that's often a designer space, like again, whatever you're doing at that vanity, whether it's a down firing sconce or anything, is usually falls into the decorative fixture schedule. Yet that is where people start and end their day. And so being an AV integrator that a technology designer often driving the lighting spec, bringing a unique perspective to them of why. This needs to be thought of in a different light. Pun intended for their end users is such a critical thing. So I mean, that's the why is they're ultimately the goal is to provide the end user, the homeowner, the optimal experience and just people don't know what they don't know. Right. So that's, that's why the how, I mean it's all about establishing a, a partnership. You know, I really think the relationships, you know, to build that. I, I'm, I'm a big believer in foundational sales. It's all about relationships. There's a lot of good products out there. There's a lot of good everything. But when you really can build a trust and have people that, that you trust, um, that's, that's, that's a core thing. And it's the same as engaging with those custom design builders, interior designers, architects, you know, just be honest about who you are, what you do, and the value that you're providing them and their end user
Ron:
in your CEU course. I'm curious, you, you said it was called the science of light. Yep. Is there anything in that course about, uh, uh, your applications of vanity mirrors or lighted mirrors or TVs, or is it really just a strict lighting, which obviously lighting's a very, it's been a hot topic for years now on a growing category for our whole channel? Or like what, what's the subject matter just outta curiosity in that course?
Tony:
Yeah, so it falls under the health, safety and wellness. Uh, category, which is sought after because of the quality of the light. Uh, so we really get into how quality of the light fixture, quality of the light, uh, you know, um, light engine within that, you know, makes a big difference. Um, it it, it's fun because it's things that you don't. I dunno, I get geeked out about things that are, that might not be super exciting to others, but when you actually see it, I think our audience
Ron:
might nerd out on this. I don't know. I, I think we have the right audience that would appreciate the details.
Tony:
Yeah, because I mean, you, you see, you start, you see the details, right? The, um, the wizard behind the curtain of these fixtures and, and all that, that people aren't, aren't thinking about Until we really present that. And say, well, this is how it impacts you. Like day in, day out, and kinda show 'em like, you know, here's what not to do. And they're like, oh my gosh, now I'll never unsee that. 'cause that might be how my bathroom is, you know, lit or whatever. And, and it's like, what I can do right now,
Ron:
I'm gonna be honest. Tony, as we're talking is, I'm, I'm imagining I'm not even, I'm, I'm, I'm creating the picture of my mind of my master bath and I've got a big wall of glass there, a big wall of mirror. I totally need lighted mirrors. It's gonna be such an enhanced, uh, solution. So we'll be talking after the recording and figuring that out. But it's, it's, it's such a dramatic, and again, I just go back to stay when I stay in a lot of hotels. So when you stay in hotels and you have that, and then you go back to not having that, uh, and I, I mean, my personal opinion, I think the TV in the mirror is a nice additional perk. The, the mirror with light, a lighted mirror is just such a elegant, beautiful solution, uh, perfect task lighting application. But yet it's still, I, I think it's accurate to say, not designed into most luxury home. I mean, I don't have a luxury home, but it's not designed into most luxury homes. It, it needs to be specified. Our community, our channel, are the ones that should be doing that.
Tony:
Lighted mirrors as a category. I mean, go online and you're gonna find 1800 different options. Right? Well, they're not all created equal. So a lot of times the integrators talking to the designer or whatever, Hey, what are we doing for task lighting at the bathroom vanities? And we say, oh, we have lighted mirrors that we're doing. Well, then it's, well, who are you looking to use? Yeah. You know, like, what, what are we doing there? Uh, 'cause. If the light engine's not always equal, the, the glass itself isn't always equal. Those types of things. And uh, a lot of times they get kind of stuck. They don't know who they know. They want to do it, but they don't know who. Because let's face it, most of these things are custom, you know, and they have a very, you know, very custom, you know, size or whatever, and we can accomplish that. Um, they don't necessarily know that yet. They just 'cause look, let's face it, if, if you want to. If you wanna like, create a standard and that's probably what they're gonna steer away from, right. When it comes to a, a true custom home, you know, high luxury co uh, home build. Yeah. Um, so, but we can accomplish that, you know, it's personalization is what we do. And I wanna, I wanna give a shout out to like David Wrf and his team at like, and help you. 'cause you know, you talk about, um, with lighting as a category, it's so cool, right? Because it is something that you can show the before and after picture. You know, like I was always a model for Kmart as the before picture, but, um, I joke about that, you know, but I know David does a great job of saying like, here's a space with bad lighting. Here's what it looks like with good lighting, and that's so cool to show. Um, and that, you know, just kind of a unique thing with, um, with what we can do in this industry.
Ron:
Uh, you saying that triggers for me the marketing angle there, in that there'd be such, uh, a neat opportunity and, and yet I think a, a fraction of our listeners do this and that is to capture those before and afters. Right. I mean, because it is what a, it, it tells the story visually. Right. You know, and say a picture's worth a thousand words. So you could do that through pictures, through videography, capturing the before space and after, particularly if you're in a retrofit app type application. And, uh, it, it would present so well on a website. It would present so well on social media. And yet, uh, I. I can't even immediately think of many people on social media or on their websites in our industry doing that. Um, but you're right, David, I've, I, I love watching David teach a class 'cause he is such a great educator and he, I've seen him give those demos of before and after and it's incredibly compell. And, uh, more, more, Hey, if you're listening, you're watching, you know, look into that. Marketing's about differentiation. What a powerful way to be different is to capture that type of content. Uh,
Ron:
sorry, I, I went tangential there, uh, Tony, but, uh, it was, it was such a good idea you brought up. I,
Tony:
and I love the retrofit. So like, um, you know, in 2025 we did a, a feature project with our friends at Boston Automations, uh, Adam and Jessica Zell and, and his team at, uh, their team out there. And, um, it was like, you know, retrofit with TD ears. And the one thing I haven't thought of, because what I'm hearing in my ear when I'm thinking that like so many people are probably like, well, all the projects I do are new, build, new construction, right? But there's a lot of. White space out there to be focusing on retro opportunities. Yes. You know, especially when you're looking at some of the older communities, I don't care where you are, but like, you know, on the east coast, you know, the Boston area, like you're not tearing every place down and restarting, you know, rebuilding. Um, so showing, uh, yeah, I think that's a, a really cool idea to focus on. Take those pictures before you redo that space.
Ron:
Well, so I'm gonna run with what you just said. Look at this just brainstorming session. So solve the world's problems. That's it. Solving the world's problems one, one project at a time. So many more homes exist than are getting built. Everyone listening should go. Yes. That makes a lot of sense, right? I mean, 99% of the homes in the country exist versus that are getting built every year. So with an example of, of promoting, now this is marketing, but marketing to those existing homeowners that there are solutions where they could take their regular bathroom and turn it into an upgraded experience by showing concepts of before and after artwork from projects. What a fun way to p someone's interest. Right. You could do that through, uh, postcard direct mail. You could do that through, uh, your email newsletter. You could do that through social media or social advertising and lighting is compelling. And, uh, and you know, everyone, every customer out there spends a lot of time in their master bathroom. And so the ability to show what a, a nice bathroom and then an even in better bathroom with, you know, say incorporating mirror TVs, um, or lighted mirror TVs into a bathroom. Like that just strikes me as that's, that would be a very visual, a visually compelling type of campaign. Yeah. And, um, I don't have a loaded gun here. I, I mean, I don't have that campaign to offer you folks. I'm just saying like, that would be really neat. People did have that sort of artwork and they then designed that into campaigns. I could imagine that would strike a response.
Tony:
And my good, my good friend Scott Beckendorf captivate down in Austin, he, I mean, this isn't specific to lighting, but they did a post postcard campaign where they would actually, it is lighting. It was lighting, um, it was outdoor lighting though, which is obviously a huge category in the industry for lighting. And they'd send pictures of like broken solar lights. Basically like picture my yard and say, and all it said is, we can fix this.
Ron:
Oh, that's great.
Tony:
Yeah. 'cause when you think about it, and it, it just got so many different responses and I think, 'cause I'm like, yeah, in my own, in my own world, it's like I'm constantly having to replace that stuff and just those simple things of, again, showing here's the, before we can fix this. I just thought that was a brilliant, uh, brilliant concept. Simple is almost always better.
Ron:
Simple is almost always better. Amen. Amen. Well, Tony, I I, in this show we're, we're doing it a little bit in reverse order. A lot of times I'll do it first, but uh, we're gonna do it, uh, you know, not first, but still, I always enjoy, and I know my listeners enjoy understanding the backstory of our guests. So what, what is your backstory? I've known you for years. I've seen yet shows. We've hung out. We've, we did some marketing stuff together in 2025. Uh, to help your dealers grow. Um, but I don't know that, I know your whole story. So what, where'd you come from, Tony?
Tony:
Yeah. And I did not, I did not come from the industry. I'll say, you know, even though I've been in the industry since, you know, 2010, um, you know, started 2011, I guess technically when I, you know, transitioned to, um, you know, managing on the, the residential side here with the CD channel. Um, but I think that gave, you know. I think it helped to provide a different perspective. You know, I wasn't running wires through attics and then eventually, you know, selling and then working through for a manufacturer. My background, uh, I'm from the west side of Wisconsin, so right now I'm in Green Bay, Titletown, USA, but grew up on, I grew up a mile away from Minnesota, 20 miles east of St. Paul.
Ron:
Were you ever a Vikings fan, Scott?
Tony:
No, I mean, I tried.
Ron:
Oh, is that, did I just like hurt your ears by asking that?
Tony:
Yeah, well, when I was like eight, my dad threatened to kick me outta the house if I ever mentioned that. So, um,
Ron:
okay. Teasing. So you learned early.
Tony:
I just knew not to do that so I could, uh, stay at home. Um, no. I, I think just, it was just an inherent, you know, like that, a bleed green in gold. But I grew up in the era when if fav would throw an interception to lose a game for the packers, and then the queens would win a game. Um, my week at school would just be hell,
Ron:
uh, who are the Queens teachers? Everyone
Tony:
just fall on me to say like, it was a 50 50 school Packers and Vikings.
Ron:
Okay. You, you refer to the Vikings as the queens.
Tony:
Yeah. You don't? No, I'm too.
Ron:
I, I'm not, I, uh, in Minneapolis for a little bit, but no, I didn't pick up that slang.
Tony:
It just rolls off the tongue, you know
Ron:
it roll.
Tony:
Okay, got it. It's just inherent. But anyway, so that's, my background is growing, growing up a mile from Minnesota. Um, I actually originally went to, uh, to West Point, um, but I had a, an injury where, uh, ended up at University of Wisconsin, Madison. And that's where I met my wife. Um, I actually worked at the Wisconsin State Capitol down there, so I was a legislative engineer slash in politics for seven years. Uh, working at the Capitol was just kinda living the, living the news and having a lot of fun with that.
Ron:
Does that mean that you worked under, like on the staff of a representative?
Tony:
Yeah, I, I do. Or
Ron:
lobbyists or like, I don't know much about politics, but I know there's lobbyists and then I know there's like the staff staffers that, you know, work. Yeah, for the various senators and representatives.
Tony:
Yeah, I primarily worked in the legislature. I did work in, uh, governor's office as a, uh, policy advisor, um, with one of the governors for a bit. Otherwise, I was, um, policy advisors, chief of staff, or a state rep. Um, that was my last gig, uh, at the Capitol. So, like I said, I was there seven years in, in various capacities for the most part in the Wisconsin State Assembly. And, um, yeah, 'cause there's, which is like the, the house. So there's the US House of Representatives and there's the Senate in Wisconsin. There's the state assembly, the state senate, governor's office, obviously Supreme Court, um, attorney General. Um, so yeah, it was, what'd you
Ron:
study in school?
Tony:
Economics and political science.
Ron:
Uh, so that was right in your lane.
Tony:
So, yeah, actually I first went into poli sci. Um, so I have a bachelor of science degree in poli sci and then economics. So I added, 'cause it's so. Married together, those two, um, disciplines. Yep.
Ron:
How did you, uh, not how, but why did you end up exiting that political path?
Tony:
Uh, so at, at, eventually what happens is you can either let your career plateau and just kind of keep going. We're going as an idealist, whatever, um, or you. Get into leadership, which is pretty much dialed around raising campaign funds. And, um, it was just kinda like, I don't know, I, I went through a lot or in terms of, uh, I had a lot of good experiences, lived it all. Um, for me it was just kinda a good time due. Focus on family. 'cause ultimately what happened was my wife is from this area and so when we started having kids, we to be closer to her. She has a big close family, they're awesome. Um, just a wild bunch. And so we moved up this way and I. Took a job actually. Uh, a buddy of mine that I worked with at the state Capitol, um, went and worked with him, had a contract furniture manufacturer based outta here. Uh, eventually we both ended up at Seura. And, uh, it's been been awesome ever since. So
Ron:
what's your trajectory? I mean, you've been at Seura for, since 2010, so that's, uh, that's a little while. What, what, what is the different jobs or gigs? Have you always had the same role?
Tony:
Uh, I managed the west, uh, forever and um, so I managed west. My good buddy Alan asked brother from another mother. He managed east, um, just through, you know, different stages in life. He's, uh, left to do some other things more locally, which is fine. Um. I love the CD channel. Love what I do. I'm living the dream, and so here I am and managing, uh, the country, which is fantastic. Um, just, I've always, always wanted to just really dive in and get to know everyone in this industry. And it's, it's a lot of fun. 'cause look, I always say we ain't selling pacemakers. We're doing fun stuff day in, day out. Certainly there's always. Fun with custom and, and the challenges, but how you respond to it. And again, building the relationships and being out there in the field and getting to know folks is, is so much fun in this industry. So, um, you know, 'cause trust me, selling commodities and all that, it, it does not, uh, doesn't really fuel the fire. Yeah. You know, if you will. It's, uh, what we do with this industry and the unique solutions we bring, that's, that's what really drives me. So
Ron:
what do you observe in some of your clients, your, your dealers that are absolutely killing it with your products and your category of products? What are some attributes, why are they killing it? What, what are they doing that's different than others?
Tony:
First thing that comes to mind is no fear selling. You know, like recognizing that it doesn't matter what's in my pocket, my wallet, it's about what makes sense for my customer. And, you know, for the end user. When you can look at a space and kinda read the room of, you know, maybe you're just introducing the concept, Hey, did you know, like this is something cool that we could do. And then judging like at least you're introducing them. So when I say no for your selling, it's, don't make an assumption that they aren't gonna want something or they can't afford it, or they can't value it, whatever, like. Show 'em what you can do, have some fun with that, and really be personable with folks, you know, to, to engage with them. Um, you know, one of my favorite applications installs I ever did was, uh, I didn't directly install it, but I was working with, um, a good, our good friends at uh, um, a DS, uh, Las Vegas. And we were doing a walkthrough and I walk in and the gentleman wanted. A vanishing t mirror above his, his vanity. And I walked in and I'm like, you're not gonna like any mirror here because the lighting in this space is, is not good. All you have are can lights 10 feet up in the ceiling. We need to figure out better task lighting here and. You know, just, it took me like 20 minutes to figure out a solution, even though I live in the bubble. But once we did, you know, they ended up investing in multiple mirrors, you know, and a different solution for a TV and all that. But it was like, if this was my bathroom that I'm using day in, day out, this is how I want this set up. These are the products that I want. And I think just having that passion and, and being solution driven is, is so much fun. 'cause at the end of the day, they can always kind of push back and say, well. What can we do instead? Or how do we maybe value engineer that down? There's always options. Um, but really believing in what you do and understanding that, you know, and maybe it's not something they need again, a lot of times it's not. But if it's something that's gonna drive some excitement to their daily life, like, let's do it. And then who cares about cost? I mean, that's, that's a secondary thing. It's not about cost. It's about value. Do they value what you're presenting to them? And our resellers should know their customers well enough to know what to present and whatnot.
Ron:
Well, so I'll, I'll pull a thread there then. What, what are, I'm gonna stick in that class of really best, best examples of resellers that are killing it. Mm-hmm. What are they normally doing in terms of visual aids? ' , What are, what's normal or, uh, best in terms of how they're helping bring the customer or the architect or the interior designer into fully understanding their vision or their ideas. Is it that these dealers have it built into their showrooms? Is it that they're using literature that you provide? Is it that they're driving them to your website? Mm-hmm. Like what, what is kind of the normal method of helping them? Move from waving their hands to actually getting that other party to go, yeah, let's, let's pursue that.
Tony:
Yeah. And to be fair, like that example I gave, I mean the walls were already up, you know, they were pretty much at final install and that's usually not where you can really go big with the project. Right. Um, but so that's a good question. That is, does not have a single answer because each market can be very different. Okay. You know, you'll, some of the gimme
Ron:
a spectrum, like what are versions of answers that you've seen work.
Tony:
The confidence that they have to say, okay, based on the elevations, based on the plans, this is my package of what I want to do of, of what I recommend based on, you know, the things that qualify. And they might have, you know, some, like a, a swatch book of the categories of products that are in there if needed, but. It really comes down to on their end, that foundational selling where they'll say, I work with a certain builder and or an end user in their multiple homes where what I specify is what I purchase or the dealer will say, what I specify is what my client invests in because they know and they trust me. And it's, it's just, it's not even a question. Um, certainly that's more simple than probably what it normally is. Uh, some market showrooms. Are very, you know, they will walk the client through that space to show that experience center and then try to replicate, you know, what drove that customer's excitement through that experience center and replicate that then in the bid and the, in the plans for that project. Um. I would say there was a big, there was a time when showrooms kind of contracted and became less impactful. I'm seeing that come back though.
Ron:
It's funny. It's like oscillated over the decades. Yeah. Of the being in fashion. Out of fashion. Back in fashion.
Tony:
Yeah.
Ron:
I'd say we're back in fashion phase right now. At least that's what it feels like.
Tony:
Yep. I mean, we're all willing wearing bell bottoms in 2026, who would've thought, right.
Ron:
Are you wearing bell bottoms right now?
Tony:
No. No. Okay. Yeah, I'm, I'm wearing short. I'm in Florida,
Ron:
so I'm wearing shorts, so I'm not gonna stand up. Look like I'm wearing my uniform here I am wearing my, my one Firefly t-shirt uniform.
Tony:
It's funny. All things. Yeah. Oscillate though, like you said. I mean, whether it's how we go to market with shows and all that stuff. Um, but yeah, showrooms are definitely something that, it feels like it's more back in vogue almost in certain markets. I've been kind of told like they consider it to be a necessity. Like, you're not a real integrator if you don't have a good showroom or experience center. Right. No offense to folks that don't, 'cause we do a lot of successful work with everyone of all those different things. It's just, it's, it's been more polarizing than what I've seen in a long time.
Ron:
Do you have the opinion that you, if you look at your, your top resellers, that the, they, uh, have more often a showroom than not?
Tony:
They have that really depends on the market. I'm giving you all these
Ron:
like, hard questions, so sorry.
Tony:
Yeah, I, I would say when it, and there's kind of different categories. Okay. So in cer in certain markets, the integrator doesn't seem to, and some of the very high end ones, they might not have as much control over the lighting spec because there's dedicated lighting specifiers that are entrenched into those markets and on those projects. And so they do a lot with. Maybe some more traditional av, but still a lot of technology design. And we do really well with very high-end mirror assembly projects there. Um, and when it comes to those things like it's, it's hard to show that actual product experience, but there's usually either a good design center or, um, our reps. In these markets we'll have, okay. Our reps have invested a lot Okay. Into good showrooms that become agnostic spaces for their dealers to use.
Ron:
Okay. So
Tony:
that's a very common thing. Uh, other, otherwise yes. Cer certain markets though are Yeah. Very showroom driven. It's just, it's just what you do. And a lot of it comes down to real estate costs. You know, right. I mean, that wall space costs money. It's it's square footage, and that's really what it kind of comes down to.
Ron:
That's interesting. So is it fair, how, how many territories in North America do you have a rep firm? Like all territories, like
Tony:
Yeah. I, I, I manage, um, off the top of my head about 20 rep firms. Yeah. About 22. I think the US has
Ron:
like 17 rep territories. Yeah. Plus or minus, right. '
Tony:
cause then there's Canada and, and, uh, Caribbean, central America. Yep.
Ron:
Okay. So that, that's about right. And most rep firm, most of your rep firms have something on display or have a a a space. Is that common or is it just some,
Tony:
most have something. Like I said, it's, it's the industry overall has overall, again, 80 20 rule has evolved where it's not just a couple of guys that are out, you know. Flipping product and bringing us manufacturers around and getting that windshield time in front of the dealers and relying on the dealers to do all that. The rep firms are more and more investing in an, in a team.
Ron:
Yeah. You know,
Tony:
in a space that are helping their dealers, project manage, helping to drive the specs.
Ron:
You know, some of
Tony:
our top rep firms, they have a lighting specification team.
Ron:
Yeah.
Tony:
You know, to, to do some of that stuff and, and obviously more than lighting, you know, but everything. So it's, uh, like. If you wanna look at an extreme of that would be the commercial specification. Uh, lighting spec reps. So commercial lighting reps. They have teams of, like, in certain territories where there might be, call it 10 total of the, you know, the, the AV channel reps, they'll have like 200 Wow. For their rep, you know, employees for their rep firm on the commercial lighting spec side. Wow. Because they're driving the spec. They have engineers, electricians, they have sales staff that are inside and outside and calling on every single facet of those projects. Hmm.
Tony:
And so I'm not saying we're like the CD channel's getting to that level, but there's still definitely some grain of that space where the reps are really bringing more on to their plate with how they're supporting both their manufacturers and their resellers and putting that all together.
Ron:
Just to close this out, Tony, what, uh, let's say someone's, uh, leaning forward, they're like, man, I've, I've considered doing, uh, mirror TVs or lighted and, and mirror TVs, but I, I haven't made that step. What is the process if people do wanna try to start engaging with you guys? Um, do they go to you directly? Do they go to the rep firm? Like, are you allowed to talk about like, what are your requirements for them to be, uh, to be able to buy your products and services?
Tony:
Yeah, there's definitely a physical aptitude exam that we go through. A grueling IQ exam. Yeah, no, I'm teasing there. A bar? No. Um, at, at the end of the day, I mean, I, I do believe in that, you know, there's the partnership of our local rep. Integrator and, and Seura, um, you know, I recommend folks like, Hey, work through, reach out to your local rep. And if you don't know who it is, you go to our website, sir.com and you can see who that is and, and start through that process. 'cause they're gonna be there to provide local service and support much more. In a much more agile fashion than than us here at the factory. Um, certainly again, love getting out there and working with folks directly in the field, or folks can reach out to me directly. Um, that's no problem. And, and I will make that full connection. We have an inside support team that's, that's gonna be there for quoting and ordering activity. Um, like I said, I mean e everything that we do is it's custom designed and made to order. But we try to keep that process nice and linear and simple for folks. Um, so it's, yeah, working with me, work with a local rep and work with our inside team and just that whole team effort, uh, is, is gonna drive success for folks.
Ron:
Tony people that wanna get in touch with you, what are the best channels or, or, or ways that they can do that?
Tony:
Um, you can find me on LinkedIn, um, pretty much when it comes to social media on the business side. That's, that's pretty much where I live. Uh, and then, um, I mean, but certainly I become friends with a lot of these folks, so you know how to track me down in other ways. I always feel free to email me at Tony b
Ron:
Um,
Tony:
I know we've talked a lot of shop here and that's been a lot of fun. Um, so I, you
Ron:
know what I am. Uh, I, I, there's so much that I don't know about your category and what you do, so I, I'm. Sometimes I have my pre-programmed list of all my questions over here and I wanna rattle through it, but I'm, I'm actually, uh, navigating this conversation, Tony, out of pure personal curiosity and, uh, and you've been very gracious with your time and getting me educated and as a result, getting everyone that's tuned in, educated as well. So I, I definitely appreciate that. Uh, I am scrolling across the screen here, the Seura website. Uh, it might be obvious, but in case you were curious, it's SEUR a.com and you can go check that out. Uh, Tony, it's been awesome having you on the show, sir, uh, here in Q1 26 to kick off the year. I appreciate you doing that. And uh, again, thanks for coming on the show.
Tony:
Thank you. And thanks for everyone attending.
Ron Callis is the CEO of One Firefly, LLC, a digital marketing agency based out of South Florida and creator of Automation Unplugged. Founded in 2007, One Firefly has quickly became the leading marketing firm specializing in the integrated technology and security space. The One Firefly team work hard to create innovative solutions to help Integrators boost their online presence, such as the elite website solution, Mercury Pro.
Resources and links from the interview: