Originally Posted by thxman
The average buyer is told what to by by either someone they trust or a salesman. All said in about 200 lines less than your post.
From my experiences that is not the case. I have a lot of friends and family that ask for my opinion when buying electronics specifically. There are also non-related products that I ask for other friends/family s' opinion on. Specifically to home theater- I agree that there probably are currently a good percentage that do little more if any outside research besides talking to a salesman...but there is no reason you can't change that. Just about all the advertising I see for televisions, receivers, speakers, media centers, and other home theater equipment either on Home theater websites, in home theater magazines, or at the home theater store. Most of those are only seen by home theater enthusiasts, audiophiles and videophiles... while it would obviously make sense to advertise home theater equipment in places home theater enthusiasts are likely to see it, you aren't reaching a huge portion of the market. People usually don't know they need a product until they are told they do. Hell, I used to not be so interested in electronics myself and was certainly late in the game to smartphones. I knew people had them, I had an idea what they did, but didn't see a need for them until a friend got one and started showing me some of the cool things it could do. As an avid fisherman, he showed me a very useful GPS/mapping app. He showed me he could check his email and facebook and how easy he could watch his videos, edit pictures, access his music, search the internet and everything else that appealed to me. I didn't read mobile-tech magazines or visit their website, I knew they were out there, I had even seen them at the phone store- but I didn't know I wanted one until someone told me I did. From my experiences, especially with receivers is that there are a whole lot of people who don't have one and have no idea what they are missing. By continuing to build products and market to home theater enthusiasts, those people are going to continue to not know what they are missing. Give them something they need, then market it to them. You are sort of missing my point when you say "The average buyer is told what to by by either someone they trust or a salesman.". The "average buyer" is already buying and should not be your target market. You've got them already hooked. You need to find "the average easily influenced person who has disposable income that does not have a receiver, doesn't currently have plans to buy one and doesn't yet know why he needs one", essentially, the potential customer. Market it for that guy. You're already selling to home theater enthusiasts, you need to find new customers. Make a product that can appeal to them, and tell them they need it. Advertise in places that non-enthusiasts with money will see it. I have a lot of ideas, obviously, and although I don't have all the answers- I do know the problem- There are too many people out there that have not been told why they need a receiver and there are too many receivers out there that are not being marketed to those people. Look at McDonalds marketing-
If Mcdonalds only advertised their burgers in their store, they would never sell a burger. People don't know they need a big mac until they see it on a billboard while driving home-
In the same sense, people don't know they need a receiver unless they are told so.
If Mcdonalds produced high quality, organic hamburgers and marketed their burgers to Beef experts- they wouldn't sell many burgers. Instead they look at everyone that could possibly afford their burgers, make a product that will appeal to the most people and market it to those people.. even in places that have nothing to do with burgers. They offer countless burger options and toppings, accessories to appeal to the burger buyer like fries and a shake, and even cater their product to different people- maybe a tofu burger in one region and a shrimp burger in another. Then they advertise on everything from the tv at home to the billboard on the way home from work. Everyone becomes a potential customer, not just the beef experts. Yeah, they might lose a few of those high-quality organic burger lovers in the process, but they more then make up for it with the number of people in the new market.
In the same sense, receiver manufacturers make great products that appeal to home enthusiasts. But they really are not selling receivers to enough people. They need to look at all the people that can afford their product and make a product that best suits those people. Then they need to advertise in places that people will actually see it so the people can be told that they need it. Yeah they may lose the praise of a few hard-core home theater enthusiasts and audiophiles by having some features that aren't true to its roots- but they'll more then make up for it by the number of new customers.
Sorry for the long posts, just expressing my views in case anyone wants to hear someone else's perspective.