Originally Posted by Paul Scarpelli
Maybe Chrysler should do what speaker companies do; give up, and put their brand name on some kewl-looking Chinese imports. Okay, sorry...rant off.
I know how you feel. The name of my main corporation starts with All American, which also owns Audio Dynamics Div. my HT business. Sometimes, it seems being patriotic is insane, when our politicians are a bunch of sell outs and most of the goods we buy, including our food and other consumables are inferior garbage from our enemy, China.
But don't worry! The companies importing crappy Chinese speakers aren't doing great numbers these days either.
With the scare of an economic downturn, spending is more cautionary. Any company still standing after the dust settles will have an opportunity to reap the rewards. As a builder of dream entertainment systems / A/V dealer and as a consumer, I know that people in the market for quality, durable goods are still willing to pay more for a superior product. There are just fewer in the market at this time.
I learned the hard way in my finance business, how ad agencies will waste hundreds of thousands of marketing dollars advertising brand versus conveying benefits. Unless your name is Pepsi, Taco Bell or Pampers, marketing needs to concentrate on educating consumers about how your product will solve their problem or give them what they want. Once I learned that, I became unstoppable and I fired my ad agency.
In this day and age of Internet discounting, fewer and fewer dealers are able to educate potential clients or properly demonstrate products. They are either unwilling or it's not cost effective to invest in showrooms or demo product, when forced to compete with other online retailers. For me, I choose to work only with a select, exclusive clientele, usually referred to me. I pick and choose whom I am willing to work and the type of projects, so I typically do not get shopped to death. As a manufacturer, you are in a different position where you must stand out, above the crowd of others who want to take your business away.
Please do not take this as negative criticism because that is not my intent. I greatly admire your products, your company and I hope to see Triad making special speakers twenty years from now. Triad makes a fantastic product, but Triad is not a household name. Small companies do not have the advertising budgets of Pepsi or Taco Bell or B&W. Therefore, it's that much more important to clearly convey the right marketing message. When marketing as a brand, it's hard to get your name past the crowd of B&W's, Focal and cough.....cough.... Boses of the world. It's more important that HT enthusiasts know why Triad is a better choice for them, how Triad will be a good long-term investment and how American made really benefits them. That's more important than advertising your brand which in the end will only benefit your advertising agency. In the right application, you have a superior product to many others. I'd like to see more folks find that out for themselves. Best of Luck!