Case Study: How MarketScale Amplified Aurora Multimedia’s Industry Presence

Introduction: Aligning Innovation with Visibility

Aurora Multimedia, a leader in the Pro AV space for over 25 years, has long believed that true growth requires more than innovative products. With a mission to expand its educational reach and thought leadership, Aurora brought on renowned AV veteran Chuck Espinoza as Global Director of Education. To share this expertise with the world, Aurora partnered with MarketScale to produce high-quality, impactful media that could be seen, heard, and shared across the industry.

Challenge: Turning Expertise into Scalable Media Impact

Aurora faced a common industry challenge: they had experts, stories, and technology worth sharing, but needed a partner to package and distribute that knowledge effectively. Traditional marketing and events only reached limited audiences. The goal was to:

• Elevate brand visibility beyond existing networks

• Build a library of evergreen educational content

• Position Aurora’s experts as industry thought leaders

• Maximize reach without overburdening internal teams

Solution: MarketScale’s End-to-End Media Approach

1. Professional Video Production

Aurora’s partnership with MarketScale began with in-studio shoots at MarketScale’s Dallas facility. Chuck Espinoza described his first visit:

“Zach Werblo REALLY knows how to make a guy feel like a Rock Star!!!” – Chuck Espinoza

This enthusiasm reflected MarketScale’s commitment to making subject matter experts comfortable and confident on camera. With expert lighting, sound, and direction, even quick shoots resulted in polished, engaging videos.

2. Content Series Development

MarketScale helped Aurora launch multiple ongoing series, including:

• Cutting Through – A branded podcast featuring Aurora leaders in deep-dive conversations with industry partners like NETGEAR and the SDVoE Alliance.

• Lessons from an Audio Guy – Hosted by Chuck Espinoza, delivering digestible, technical insights for AV professionals while spotlighting Aurora solutions.

These series provided consistent, high-quality content that educated audiences and showcased Aurora’s thought leadership.

3. Strategic Distribution

MarketScale’s mantra — “Don’t just create. Get seen.” — drove a multi-channel distribution plan:

• A dedicated Aurora Multimedia channel on MarketScale’s platform for all content

• Promotion via MarketScale’s professional AV network, newsletters, and social media

• SEO-optimized packaging for discoverability

• Cross-promotion with partners, expanding reach into new networks

Results: Tangible Gains in Visibility and Brand Impact

Increased Market Reach

Aurora’s content was viewed by audiences far beyond its traditional marketing channels, including professionals who discovered the brand through MarketScale’s network.

Enhanced Brand Credibility

By appearing regularly in industry-relevant conversations, Aurora shifted from being seen solely as a manufacturer to being recognized as a trusted source of industry insight.

Empowered Experts

MarketScale gave Aurora’s team, especially Chuck Espinoza, a platform to scale their influence. Chuck’s Lessons from an Audio Guy series became a go-to resource for AV professionals globally.

Content Longevity

The partnership created an evergreen content library, usable for sales, training, and ongoing marketing efforts without additional production overhead.

Key Takeaways

• Expert Amplification: MarketScale transformed Aurora’s in-house expertise into professional media that elevated both individuals and the brand.

• Multi-Channel Reach: Strategic distribution ensured content performed across multiple platforms and networks.

• Long-Term Value: The collaboration produced assets that continue to serve Aurora’s brand and educational mission long after initial release.

ConclusionThe Aurora–MarketScale partnership is a prime example of how B2B brands can leverage strategic media production and distribution to magnify their message, strengthen their brand, and make their experts feel — and be seen — like industry rock stars.