15 Minutes With Charity Hardwick, Soundcast
The newly named company president talks about what she foresees for the long term for the wireless audio brand
What is your vision for the Soundcast brand – and how does that gel with its current perception by consumers in the marketplace? How does your vision for the future of the brand dovetail with the following you’ve already developed, and how are you planning on expanding that following?
Charity Hardwick: When Soundcast came to market years ago, it was more organic, and sales were achieved through distribution, with word-of-mouth being the real driver for growth. Today, our focus is to drive marketing and consumer level awareness of this technology in channels that make sense for the consumers who adopt our product. Studying the market carefully, we’ve chosen a mixed retail and CI strategy that makes sense for us. My goal is to capture a lion’s share of the rugged outdoor portable market through strong partnering and compelling consumer level marketing, utilizing platforms of social media, guerilla-style consumer events, compelling point-of-purchase, and social and lifestyle influencer alignments. Consumers who had an opportunity to own Soundcast in the past often used words like “love” to describe our product – and the same is true with the new line. We’re simply creating a platform to reach more customers and share the “love.”