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An AV and integration-focused podcast broadcast weekly

Since its launch on Facebook Live in 2017, Automation Unplugged has become the leading podcast for AV and custom integration professionals. Now pre-recorded and produced in both audio and video formats, episodes are released across our website, social media, and all major streaming platforms. Our content spans engaging interviews with industry leaders, in-depth discussions with One Firefly’s marketing experts, and insightful education on marketing & business growth strategies. From industry trends and business development to marketing, hiring, and beyond, Automation Unplugged delivers the knowledge and perspectives you need to stay ahead in the ever-evolving technology landscape.
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      #379: One Firefly + Lutron Present: How to Use Marketing Now to Build Momentum for 2027

      In this week's episode of AU, guests Rebecca Sternlicht of One Firefly and Laura Jean Null of Lutron Electronics join Ron to discuss how to build a healthier, more predictable project pipeline by balancing projects of different sizes, timelines

      This week's episode of Automation Unplugged features a webinar One Firefly co-hosted with our partner Lutron in October 2026, titled “How to Use Marketing Now to Build Momentum for 2027.”

      For many integrators, the project pipeline can feel like a roller coaster. One month, your team is stretched thin managing projects, and the next, you're looking for ways to keep everyone busy. Building a more predictable flow of opportunities doesn't happen by accident. It takes intentional planning, a clear understanding of your ideal customers, and a marketing strategy designed to support your business goals.

      During this session, you'll hear from myself, along with Rebecca Sternlicht, Corporate Marketing Lead at One Firefly. We were joined by Laura Jean Null, Senior Marketing Specialist - Residential Luxury, at Lutron Electronics. 

      We cover:

      • How to build a healthier, more predictable project pipeline by balancing projects of different sizes, timelines, and customer types to support consistent cash flow and long-term growth
      • Why defining your ideal projects, customers, and business goals should come before choosing your marketing tactics and how to align your marketing investments with the opportunities you want to win
      • Practical marketing strategies to reach existing customers, attract new prospects, and strengthen trade partner relationships

       

      Visit the episode page on our website to access the original webinar recording, presentation slides, and additional resources. Now let's tune in and explore how intentional marketing today can help you build a stronger, more predictable business tomorrow.

      SEE ALSO: #378: Sergey Rekutin on Building a Business Through the Ups and Downs

      Transcript Unavailable

      The full transcript for this webinar episode is not available at the request of our webinar partner.

      You can watch the full discussion in the video above. Below is a summary of the key topics and insights covered during the session.

      Episode Summary

      In this webinar, One Firefly and Lutron explore how custom integration businesses can take a more strategic approach to marketing, build a healthier project pipeline, and position themselves for stronger, more consistent growth in 2027. 

      The discussion examines the challenges integrators face when managing projects of varying sizes and timelines, and how an unpredictable pipeline can impact cash flow, staffing, and long-term profitability. We dive into why defining your ideal project mix, identifying target customers, and aligning marketing investments with specific business goals are essential for creating more predictable opportunities.

       Throughout the session, our team shares practical marketing strategies for reaching existing customers, attracting new prospects, and building relationships with architects, designers, and builders. From strengthening website content and AI search visibility to leveraging email marketing, digital advertising, direct mail, and educational outreach, the webinar highlights how a diversified marketing approach can support both immediate opportunities and long-term growth.

      The session also explores how Lutron dealers can put their available Dealer Marketing Credits (DMC) and One Firefly marketing credits to work before the end of 2026, supporting initiatives that build momentum for the year ahead.

      Whether you're looking to stabilize your project pipeline, expand your lighting and shading business, or make more intentional marketing investments, this webinar provides actionable guidance for turning your 2027 business goals into a focused marketing strategy.

      Key Topics Covered

      • Understanding how project size, timelines, and customer mix impact cash flow and business stability
      • Defining your ideal projects, target audiences, and growth goals for 2027
      • Balancing marketing efforts across existing customers, new prospects, and trade partners
      • Strengthening website content, Google Business Profiles, and AI search visibility to attract qualified opportunities
      • Leveraging email marketing, direct mail, social media advertising, and Google Ads to generate demand
      • Building stronger relationships with architects, designers, and builders through strategic outreach and education

      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:

      Show Notes:

      Links:

      https://onefirefly.com/cp/lutron/partnership

      https://onefirefly.com/expertise/blog/lutron-dmc-faqs

      https://onefirefly.com/expertise/blog/lutron-dealer-marketing-strategies