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BOOM continues to tap into that youthful energy by recruiting college reps on campuses across the country (it has close to 100 so far) and hiring talent from other youth-oriented companies.
“It’s cool because all of the information is rising up from the people,” Minarik said. “We get a ton of input from them; they’re our content machines and we kick all of that input over to our marketing team.”
Today, BOOM sells into about 400 college bookstores, as well as Fry’s Electronics BrandsMart and Crutchfield, and plans on expanding to non-traditional retailers.
A few years ago, BOOM teamed up with DEI Holdings, the parent company of Directed, Polk Audio, and Definitive Technology, which is led by Ryan’s father, Jim Minarik, a long time CE industry vet. BOOM recently hired Steve Jain, formerly of D&M Holdings, JVC, Panasonic and DEI, as its director of sales. The company also recruited Travis Forster and Tyler Kalin, bringing experience from Rockstar Energy Drink and Skullcandy, to lead its marketing department.
DiTullo, chief design officer at DEI Holdings, said that street-level marketing and all the user information it generates makes it imperative for BOOM to broaden its product line across different categories.
“That’s why it’s so important to have a greater brand platform. When people notice the build and sound quality of the product, they want it,” DiTullo said. “They want to be part of the BOOM tribe. After they use the product, they end up telling other people about it.”
Minarik and DiTullo wouldn’t let on what their future products will be, but you can bet their fan base has a few good ideas. “We’re designing a brand that products can bubble up from,” DiTullo said.
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