Polk Talks 2010 Intros, Branding CampaignNovember 29, 2009 By Nancy Klosek
The branding campaign, a series of print ads, will support Polk’s line launches along with marketing tactics that include social media initiatives, emails and even a T-shirt designing contest – all of which vice president of marketing Al Ballard said is “designed to introduce Polk to a new generation” while at the same time “reaching out to customers and showing them in print what a company like us can bring to their lives.”
The Polk home audio range that ships beginning next year is a SKU roster populated with what Al Baron, product line manager, termed “solution-oriented products that include models designed for consumers and the custom installation community as problem-solvers.” They meet the needs of outdoor music aficionados, the gaming market, and customers who want better sound without the wiring to show for it.
The upgraded design of the outdoor Atrium speaker series, available in February, is one result of Polk’s Audio Certification Program, which includes a rigorous outdoor speaker testing regimen. It offers a radius baffle that the company said maximizes mid-range and high frequency dispersion. Also part of the package are new drivers and tweeters, improved sonics, easier installability and better weather-proofing characteristics than the series it replaces, says Baron. Its six models include the 5C, a commercial version with a 70-volt built-in transformer to cater to integrators getting into the light commercial and MDU businesses.
The new Wireless Surround F/X, said Mark Suskind, Polk’s vice president of product line management, ships in late April or early May, and “answers the problem in a home theater setup of what to do about surround speakers. People tend not to separate surrounds because it’s a hassle to run wires.” The F/X features Controlled Dispersion Array technology in a single enclosure with four full-range drivers and a 5 1/4-inch woofer, powered by a multi-channel channel DSP amplifier. An included transceiver enables an A/V receiver’s surround channels to work wirelessly with the system, for what Suskind calls “believable 5.1- or 7.1-channel rear surround imaging.”
Polk has also addressed the consumer desire for unobtrusive, wireless subwoofer placement, with the DSW PRO digital subwoofers, all of which can be rendered wire-free when used with the PWSK 1 wireless kit ($119).