As Commercial Integrator continues our #AVLivingLegends series, we induct TOTAL Marketing retired founder and president Ron DeVoe among the esteemed ranks. DeVoe, an established industry veteran, has been active in the AV space since 1975. He served as owner of TOTAL Marketing, an AV rep company, since 1984.
Ron DeVoe of TOTAL Marketing Reveals His Journey
In this exclusive interview, DeVoe reveals his journey as an AV rep and shares some of the lessons learned along the way. He also acknowledges all the mentors and supporters who have guided his career. For the next generation of AV leaders, DeVoe conveys two important messages that helped him achieve success: It’s critical to ask questions, and it’s equally critical to listen.
Read on to learn more about TOTAL Marketing retired founder and president Ron DeVoe in this exclusive interview. You can also check out our hub page for past honorees in the #AVLivingLegends series.
Commercial Integrator: What motivated you to join the commercial AV industry?
Ron DeVoe: After attending several schools and universities in the early 1970’s, I actually began my career in both radio and TV broadcasting in 1973. Unfortunately, I showed little promise at this. I interviewed for a position as a visual products sales rep for 3M Company. The person interviewing me noticed that I had been in broadcasting and immediately declared, “You must know AV” (Audio Visual at that time). I responded, “Sure.” And, eventually, I elevated my position in life to selling overhead projectors in the Panhandle of Texas. In 1976, I married my wife Pam, and in 1978, we moved to DFW where I became a sales rep selling products by such manufacturers as Bell and Howell, Kodak and Da-Lite. I started as a rep in 1983 and then began my own rep firm, TOTAL Marketing, in 1984.
During my decades as a rep, I worked with great manufacturers and with dealers and consultants. I served on the Board of Governors for ICIA (now AVIXA) and served several terms as Chairman for the Independent Rep Council. I stayed active in the rep business until July of 2022, when I hung up my rep spurs.
Commercial Integrator: What has kept you motivated and engaged in the decades that followed?
Ron DeVoe: The AV world continually introduced me to amazing people and technology. I may seem a little preachy, but AV makes the world better. Educators are more effective in the classroom, minsters and clergy can better motivate and inspire their members through AV. Corporations can train more effectively and collaborate easier with AV. I was aways thrilled to be a part of it.
Commercial Integrator: Reflect on your role as both a mentee early in your career and as a mentor later in your career. Who helped shape the trajectory of your professional life? How have you tried to help shape others’ careers?
Ron DeVoe: Because there are so many individuals that guided me, I could never list them all, but I will classify a few groups and individuals who made an impact on me:
Early manufacturers that placed confidence in me and maintained their patience and encouragement in my early years with TOTAL Marketing: Scott Miller of AMX, Julian Goldstein of Navitar, Dale Glomsrud of Chief and Don Stewart of Stewart Filmscreen.
Colleagues and fellow reps: The Independent Rep network is a close-knit group. I shared many experiences and long-lasting friendships with reps like: Chris Reiss, Frank Weiss, Ken Zorzi, Ken Colson and Logan Enright.
Dealers and integrators: I would never have been successful had it not been for the acceptance and willingness of AV dealer/integrator management to allow me access to present products and solutions to their sales and design staff. I will always be grateful to people like Ed Goodman of AVW, Monroe Jost of J&S, Jim and Claire Ford of Ford AV, Jay Stanley of Jay Stanley Communications, Dana Betts of Schoolhouse AV, Stan Wagnon of Lubbock AV and many others.
Ron DeVoe Credits TOTAL Marketing Team Members
Team members at TOTAL Marketing: No one could have been more honored than to be joined by such a group that inspired me with their work ethic, industry knowledge, their easy-going personalities and commitment to success. People like Dave Taylor, Stevie Eulenfeld, Stephen Frazee, Allan Lakey, Linda Pennington and Kelly Hannig were exceptional.
My family: Pam, my wife, shouldered many of the responsibilities, assisting TOTAL Marketing in many ways over the decades while working as a full-time educator and raising our three daughters: Darcy, Diana and DeeDee. Darcy and DeeDee are still active in the AV Industry, while Diana followed Pam with a career in education.
Commercial Integrator: What’s the most memorable story/anecdote of your career in commercial AV?
Ron DeVoe: I was demonstrating a laminating machine to a group of teachers at a school in Texas. I bent close to the laminating equipment and instructed teachers to let the laminating object flow easily through the rollers. I suddenly looked and my necktie was caught in the laminator and pulling my head ever closer to the rollers. This may be the reason that I frequently/accidentally misplaced the power supply for some new manufacturer’s product that I was demonstrating to dealers or consultants. Through this method, I ended up explaining how a product worked rather than actually demonstrating how it worked.
Commercial Integrator: What has been your greatest professional accomplishment to date?
Ron DeVoe: Retiring and enjoying the fruits of several decades of exhilarating work. Now, I can spend a lot of time with family that includes five grandchildren that all live near us. Pam and I are enjoying the “bucket list travel.”
Commercial Integrator: What has been your biggest professional regret to date?
Ron DeVoe: I believe that I let setbacks become too much of a distraction and failed to relish the many successes.
Commercial Integrator: What’s the best advice or pearl of wisdom you either received during your career or came to realize on your own?
Ron DeVoe: Listen! Every aspect of the AV industry is based on creating solutions. Too frequently, we rush into presentations without asking questions first. We are offering solutions without a full understanding of what is actually being sought.
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #AVLivingLegends series? If so, just email Dan Ferrisi at [email protected].
