Reaching New Ears With The Right Sound
Unlike some dealers, Mark Ormiston, president of Definitive Audio, doesn’t have trouble pushing audio. It’s in the company’s blood. Seattle’s Definitive Audio started life 35 years ago and still focuses on its core product base. “Audio is 60 percent of our total business,” Ormiston said.
Yet even he was astonished when Definitive’s recent audio promotional event, Music Matters III, drew a score of vendors and 533 RSVPs. “Although the odd person may have had trouble finding parking, they all came,” he said.
Ormiston has been able to successfully sell higher-end, higher-ticket, higher-margin audio all those years. And with the public’s exploding interest in MP3 players—especially, Apple’s iPod—he is determined, along with other dealers, to be among the leading retailers to tap into a new, young clientele, and nurture their love of great sound, a strategy he said that will help sustain his company’s profitability long into the digital age.