SpeakerCraft Adds Retail to Marketing Mix
The custom installation industry, Burkhardt and other say, needs to attract new types of customers if it wants to survive. High-end and specialty dealers have to learn to embrace the new technologies and products that are capturing consumer attention, even though the products have a much lower price tag that traditional A/V gear.
Since the beginning of the recession, SpeakerCraft has lost about 15 percent of its dealers and needs to seek broader opportunities, Burkhardt said.
This doesn’t mean the company will diminish its focus on serving dealers and installers in the high-end market. But it will work to help those dealers integrate these new types of products with their more traditional system sales, market them to consumers when they see a need in the home, and use them to generate incremental business through new demographics.