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How an Acoustic Manufacturer Makes Complex Products Easy to Buy
Beth PopNikolov
CEO, Venveo
Acoustic products are technical, customizable, and often overlooked in commercial construction. So how does a manufacturer stand out in a category where performance matters more than aesthetics and complexity can overwhelm buyers? On this episode of Smarter Building Materials Marketing, Beth talks with Cody Martell, Marketing Director at Conwed, about simplifying complex product lines, segmenting massive catalogs, and building brand recognition through better documentation and presentation. It’s a practical look at making highly technical products easier to understand and easier to buy.
episode 286
How an Acoustic Manufacturer Makes Complex Products Easy to Buy
[00:00:00] Cody introduces Conwed and the challenge of marketing complex acoustic solutions
[00:02:00] What it takes to market highly technical, customized products
[00:08:00] Why Conwed broke up its massive catalog into segmented, purpose-driven materials
[00:12:00] Standing out in a commodity category through brand consistency and design
[00:15:00] Why photography and documentation matter more than most manufacturers realize
[00:18:00] Identifying your true competitive advantage beyond the product itself
Cody Martell is the Marketing Director at Conwed, an acoustic solutions manufacturer serving commercial construction projects. With over six years at the company, Cody works closely with engineering and production teams to translate highly technical acoustic performance data into clear, accessible marketing materials.
His role blends creative strategy, operational insight, and documentation design to help architects and contractors navigate complex product decisions with confidence.
Acoustics is rarely top-of-mind in a building project. It is not typically a design headline. It is often a problem that only becomes urgent when it is done wrong.
That reality shapes everything about how Conwed approaches marketing.
Cody explains that every solution they create is customized. There are thousands of potential variations in a single product line. Variables stack on top of variables, from material selection to performance requirements to installation methods.
That level of complexity can either intimidate buyers or build trust. The difference comes down to how clearly you present it.
Rather than overwhelm architects with every possible configuration, Conwed positions itself as the problem solver. The message is simple: tell us what you need to achieve, and we will handle the complexity.
Beth points out a challenge that many manufacturers face: in certain categories, products look nearly identical on the surface. Acoustic wall panels, for example, may appear interchangeable across brands.
When aesthetics alone are not the differentiator, performance and process must take center stage.
For Conwed, that means:
Cody emphasizes that their competitive advantage is not simply that they make acoustic panels. It is how they support projects from start to finish.
Customer service, technical thoroughness, and operational precision become part of the brand story.
One of the biggest shifts Cody led was rethinking how information was packaged.
Previously, Conwed relied on a massive catalog that attempted to house everything. It was comprehensive, but it was also overwhelming.
Instead of forcing every audience to navigate the same book, they segmented their materials into three distinct resources:
1. Core Product Reference Guide
A streamlined, technical document for repeat customers who know the brand and simply need specifications.
2. Lookbooks
Visually driven collections of recent projects designed to inspire architects and designers. These focus on real-world applications and demonstrate how acoustic solutions integrate seamlessly into finished spaces.
3. Acoustics 101
An educational guide for those newer to acoustic planning. It walks readers through how to identify noise problems, what questions to ask, and when to bring in an expert.
This segmentation mirrors the buyer journey. Instead of overwhelming prospects with every possible detail, Conwed delivers the right information at the right stage.
In highly technical categories, brand building does not always happen through flashy campaigns. It often happens through consistency.
Cody explains that Conwed’s documentation is immediately recognizable. Their data sheets, layouts, and visual presentation are deliberate and consistent. When an architect has multiple spec sheets on their desk, Conwed’s materials stand out.
That consistency builds familiarity. Familiarity builds trust.
It signals that the same level of care applied to the documentation is applied to manufacturing and project execution.
Another major shift was improving project photography.
In the past, many examples were captured casually or inconsistently. While the product may have performed well, the presentation did not reflect that quality.
Now, Conwed invests in intentional, professional imagery. Even subtle acoustic installations are photographed with care.
The result is a visual identity that reinforces precision and attention to detail.
In a category where many competitors rely on basic or outdated visuals, presentation becomes a differentiator.
Conwed does not rely heavily on broad consumer marketing channels. Instead, they equip independent sales representatives with meaningful updates and improvements that give them a reason to reconnect with architects and contractors.
If there is a genuine innovation, such as a new hardware system that simplifies installation, they communicate it clearly. If there is nothing new to say, they do not create noise.
That discipline protects their credibility.
Toward the end of the conversation, Cody offers advice that applies far beyond acoustics.
Do not focus solely on what you sell. Focus on what you uniquely deliver.
For Conwed, that includes:
Those strengths shape how they communicate, document, and design their materials.
In complex categories, simplifying the buying process can be more powerful than expanding the product line.
Cody can be found on LinkedIn or through Conwed’s website. He is always open to conversations about technical marketing, brand positioning in niche categories, and simplifying complex buyer journeys.
The Smarter Building Materials Marketing podcast helps sales and marketing professionals find better ways to grow leads, sales and outperform the competition. It gives insights, examples and shares stories about how to create a results-driven digital marketing strategy for building products and construction companies of any size. SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.
Thanks for tuning in! If you enjoyed this episode and want to catch future insights, be sure to like and subscribe to the Smarter Building Materials Marketing podcast wherever you listen. Got questions or suggestions about today’s episode? Drop us a line at podcast@venveo.com
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