Commercial Integrator + Security Sales April 2024 - 36

CI
BUSINESS: PROFILE
and record fundraising messages, stream
projects and do other live events. As
Cory's doesn't have a lot of red tape,
the company can thus adapt quickly.
" Colleagues from other, larger companies
have praised us for our agility, " shares
Poarch. " While they struggle with yearslong
change processes, we're able to
execute in mere weeks. It's a testament to
our strength and efficiency. "
Poarch adds, " We retained our sales staff
throughout the pandemic, recognizing
the importance of maintaining customer
communication to stay relevant and understand
their needs. We pivoted to installing
streaming systems [and] expanding our
presence in the house of worship market. "
Additionally, Cory's seized the opportunity
to equip classrooms across Oklahoma for
remote learning, as many education institutions
did not have such capabilities.
Poarch states, " Since Britt joined us and
we navigated the COVID-19 challenges,
our company's trajectory has changed significantly
from 2012, building on the 60year
legacy before John and I took over. "
Cory's Rebrand
" The last couple of years, the integration
side (now Cory's Spaces) has just really
taken hold, " says Poarch. " It's running
about 60% of our overall revenue right
now. Through strategic emphasis on
service and support agreements, it has
fueled new business opportunities for us.
And our events department (now Cory's
Live) keeps growing, as well. "
Cory's rebrand aims to effectively communicate
the company's diverse service
offerings to long-term clients and to better
align with those who can benefit from
multiple elements of the business.
Poarch shares, " Many longstanding
customers are unaware we do integration
work. " The rebrand aims to highlight that
the company is more than just a technology
provider - it also offers services. In
short, whether on call or onsite, Cory's is
there to take care of customers.
Following the rebrand, Cory's has
started to witness a significant shift in
clients' comprehension of its diverse
offerings. Poarch explains, " [Our] Spaces
customers want to know about the
technology - is it going to work, every
time? Live customers couldn't care less
about what's in the order. What they
care about is the feeling that they're
going to get throughout the process of
event planning. Our Onsite clients care
about response time - how quickly can
we have them taken care of? Those three
customers are all close-knit, but it is
three different [kinds] of messaging. "
Partners Britt Gotcher
and John Cory
CI: What advice would you give to
other integration firms like yours?
Gotcher: My advice to similar
companies is to embrace growth
without losing yourself. Success
often brings ego, but it's vital
to retain your core values while
celebrating growth. Continue
being the company your
customers enjoy doing business
with, even as you evolve.
Cory: Diversification plays a critical
role in our business stability. For
instance, during a recession, our
live events division supports our
installation division. Similarly, during
the pandemic, we could reassign
live event technicians to installation
tasks. This dual structure allows us
to maintain balance amid economic
fluctuations.
CORY'S
TIMELINE
1953:
Located in Automobile Alley,
Cory's began as a storefront
for sales and rentals of
film projectors, sound
equipment and film reels
of popular cartoons and
short films. As Cory's grew,
it began servicing theaters
and school districts through
troubleshooting and
purchasing.
1960:
Cory's Motion
Picture designed and
programmed custom,
advanced installations,
with repair and
troubleshooting at the
heart of the business.
This is where Cory's
brand of customer
service and building trust
through solid, reliable
relationships begins.
1970s:
With the boom
in meetings and
conventions happening
in the '70s in Oklahoma
City, a large-scale rental
operation emerged at
Cory's, operating heavily
along Meridian Ave. near
the OKC airport.
1982:
The next generation saw
Joseph A. Cory as the
owner and CEO of Cory's
Audio Visual Services.
In addition to rental and
installation services, liveevent
production became
an important part of the
business. The customers
Cory's gained at this time
are still clients today.
36 Commercial Integrator+Security Sales & Integration | April 2024
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