For over four decades, BTX Window Automation, has operated as an industry leader in motorized window coverings. As the AV landscape evolves, manufacturers constantly seek the most effective avenues to demonstrate its innovations and build lasting partnerships. For the Dallas, Texas-based, company, that avenue is CEDIA Expo/CIX.
The annual gathering for the integration community provides a unique platform for custom shading manufacturers to present intuitive solutions to a highly targeted audience. General Manager Ben Woodall views the event not just as an exhibition floor, but as a crucial component of the company’s business strategy. Through a people-first approach, BTX uses the event to bridge the gap between complex technology and user-friendly integration.
Woodall’s insights highlight how CEDIA Expo/CIX has driven the company’s growth, and why it serves as a vital destination for integrators and designers seeking industry-leading solutions.
The Power of Face-to-Face Connection
How do manufacturers cut through the noise to establish genuine partnerships? For BTX, the answer lies in direct human engagement. While digital marketing and remote presentations have their place, the tangible nature of window automation technology demands a more physical approach. Integrators and designers need to experience the build quality and operation of motorized systems firsthand.
“In-person interaction is critical,” Woodall explains. “Business is about people, and the best way to find opportunities to make a difference is to connect with people directly, face-to-face. Also, given the nature of our products, there’s only so much illustration that can be done remotely or on camera — the real value comes from live demonstrations.”
The ability to provide these live demonstrations directly impacts brand perception and product understanding. Woodall notes that presenting systems in a physical space allows the company to communicate its value proposition far more effectively than through virtual means alone.
“It’s much easier to tell our story and showcase the value and quality of our products when people can see, touch, and feel what’s been created,” he says.
Courtesy / BTX Window Automation
Aligning Mission with Market Engagement
CEDIA Expo/CIX serves as more than just a stage for product demonstrations. It functions as a strategic alignment tool that places BTX directly in front of the right professionals. The audience attending the event actively seek out solutions to enhance their integration projects.
“As BTX is a technology company as well as a shading company, the show helps to share who we are and what we do on a platform that is conducive to our mission with an audience that is ready to hear our story,” Woodall shares. “It’s in perfect alignment with the direction of our business.”
This alignment has translated into measurable return on investment. Participating in the exhibition generates tangible business outcomes that extend well beyond the days spent on the show floor. Since its recent participation, the company has experienced a surge in market engagement.
“Since the September exhibition, we’ve already seen great response in the market from dealers and integrators seeking new solutions for shading and have established a number of new accounts and created a range of meaningful new relationships,” Woodall notes. He adds that online training attendance records continue to increase and the company is receiving leads from entirely new geographic and vertical markets.
Standing Out Through Culture and Innovation
The AV market often feels saturated with disjointed technologies. During its recent exhibition, BTX identified a clear gap in the channel for custom shading manufacturers that prioritize both people and partnerships alongside quality solutions.
“Our biggest takeaway from the latest exhibition is that it’s clear for us that the industry is ready for a new conversation within our product category for people-first culture that values simplicity and sophistication, not either or,” Woodall emphasizes. “We’re excited to continue sharing our expertise and our innovations within this channel.”
Showcasing Comprehensive Shading Solutions
At CEDIA Expo/CIX 2025, BTX brought a portfolio of interior and exterior shading solutions to the show floor. The comprehensive display gave attendees a complete view of the company’s capabilities.
Highlighted products included:
- Roller shades and Roman shades
- Drapery systems and motorized awnings
- Exterior structures like louvered systems and retractable roofs
- Zipper screens and cable screens
- Tensioned skylight systems
However, the undeniable centerpiece of their exhibition was a major technology rollout.
“The chief highlight for the show was our latest Smart by Bond technology for shades that we co-developed with Olibra/Bond,” Woodall explains. “This new technology update for shading solutions creates a very user-friendly and robust bidirectional communications platform that caters to all levels of expertise and integration requirements in a way that empowers the user to implement and/or scale their solutions easily at their convenience.”
Looking Ahead to Future Exhibitions
Building on the momentum of CEDIA Expo/CIX 2025, the team is already strategizing for its next appearance. BTX plans to expand its footprint and offer an even more holistic view of its integration capabilities at next year’s show.
“We are currently planning a more comprehensive showcase that combines shading motorization, control, power distribution and integration solutions,” Woodall says, regarding the upcoming year. “Our aim is to showcase a comprehensive solution that helps the market in their specifications and procurement process by offering a one-stop-shop for a robust, yet simple-to-deploy solution for any environment.”
Why the AV Industry Relies on CEDIA Expo/CIX
2025 PWP Studio Corporate Event Photographers / Emerald
What sets CEDIA Expo/CIX apart from other trade events on the calendar? According to Woodall, it is the high level of engagement from both attendees and organizers. The ecosystem built around the show creates a continuous cycle of promotion and relationship-building.
“The most exciting thing about the CEDIA show is the engagement. This includes engagement not only from the attendees, but also the CEDIA team,” Woodall remarks. “This show has such a great team and audience-base that the exposure is excellent, the support has been incredible, and there is such excitement that exists around this show that brings value through each interaction.”
This value does not disappear when the exhibition doors close. The organizers maintain momentum throughout the calendar year, providing sustained visibility for participating brands.
“Another element that makes this show particularly worthwhile is the year-round awareness created not just for the show itself, but for the exhibitors that invest in participating in the show,” Woodall adds.
CEDIA Expo/CIX stands as the definitive destination for professionals looking to elevate their integration businesses. “CEDIA Expo/CIX is the leading integrator and technology exhibition that is itself a destination for professionals looking to enhance their offerings and generate new relationships within the technology community,” Woodall concludes. After an outstanding response from the 2025 show, BTX Window Automation is already committed to exhibiting again.
The next edition of CEDIA Expo/CIX is scheduled for Sept. 1 to 4 in Denver, Colorado. Find out more information about exhibiting at CEDIA Expo/CIX at cediaexpo.com/exhibit/inquire/.
