Headphones: Style Sells
Several executives from prominent vendors recently told Dealerscope how they view the state of the market and what they are doing to differentiate their products from the hundreds of others vying for the ears and the dollars of consumers. Here's a segment from article that will appear in our February issue.
DEALERSCOPE: Are styling, performance and comfort on equal footing these days as considerations in consumers' minds when they shop for headphones? Or does one factor trump another?
Mark Aling, Director of Marketing, Paradigm: It's hard to judge comfort from a box. But we're trying to get "try-on" POPs to dealers for the earbuds, offering replaceable tips, so people can see if they fit properly. In terms of performance, Paradigm has always been known for that kind of quality. So we've tied the marketing back to our speaker series, so people automatically have an assumption of what they'll sound like, based on what they already know of Paradigm. We've voiced the speakers to match up with series of products. We've got a good-better-best scenario with speakers, being Paradigm, Reference and Signature, and then we have the same scenario with earbuds. The E1 is voiced the same as the Monitor, the E2 is voice like a Studio, and the E3 is voiced like a Signature.