In Car Tech: Getting On Board
One of the diversified ways you'll find Custom Sounds reaching consumers is through their ongoing consumer outreach in the form of high profile sales events. "We do three big types of parking lot event sales every year that are strategically created to attract customers that might otherwise not visit a specialty retailer. A garage sale for primarily previous years' merchandise in the spring, a high visibility tent sale in the summer and a Gorilla Sale event in the typically slow month of September," says Cofield. They are all highly visible and create interest to passersby. Custom Sounds routinely makes efforts at these sales events to provide a conduit to get new faces through the doors so that customers can experience all the things that Custom Sounds has to offer, and the events attract a lot of drive-by business that may not otherwise be stopping in.
Another profitable and high visibility sales event is the annual sponsorship of the Texas Heatwave car show and sound off event every July. "This generates incredible awareness of our stores and we do a fair bit of business during the on-site tent sale event during the show," commented Cofield. Custom Sounds has been doing the event religiously since 1989 and always with excellent sales results, often in excess of $100,000 in the three day period.
Cofield's savvy in the sales arena of 12-volt aftermarket products is not lost on key industry suppliers. Many go to Custom Sounds and their partners in the Mobile Electronic Specialists of America (MESA) for a trusted venue to put specialty 12-volt products out in the marketplace. One of the recent newcomers to the 12v aftermarket space, OnStar, has put a lot of faith in their brand and product positioning at Custom Sounds. "We are going to market with a program that'll make it virtually no cost for each sales associate to have one of these new OnStar mirrors in each of their vehicles. They'll offer to take prospective customers on a test drive to experience what the product actually does real time and while in the store we have the opportunity to introduce them to many of the other products we offer," adds Cofield. It's these kinds of innovative new customer experiences that keep the specialty retailer highly relevant in today's challenging marketplace.