It's Time to Believe
Rekindliing the Do-It-Yourselfer
So we blew it. We killed the goose that laid the golden egg. The good news is that every day a whole new batch of music-loving teenagers get drivers licenses. An older customer set wants fully installed audio, communication and safety solutions. Every day we are presented with a fresh opportunity to infect a new generation with the mobile electronics bug. Even in vehicles with non-replaceable head units, there are opportunities for car audio sales. “Good enough” speakers eventually need replacing. Amplifier and subwoofer sales are a no-brainer. Most teenagers’ first vehicles are not likely to be top line vehicles with non-replaceable heads. Some manufacturers are now shipping vehicles without systems in order to keep the selling price down.
Capitalizing on these new opportunities does not require a large investment. In fact there is a lot that can be done at no cost at all. Traditional advertising campaigns will not solve all of our problems. A more grassroots campaign strategy is called for. Invite neighborhood kids on a Saturday to show off their rides. Have a low-key “Show and Shine” event. Hold “how to” clinics to show your consumers how to properly install a set of speakers or an amplifier. Post customer installs to your Web site and hang photos in your store. Attract moms with demos on new safety and video solutions. Manufacturers can support retailers by posting photos of the events and installations on their Web sites. Imagine the positive PR when the kid who spent $700 sees his ride on a manufacturer Web site. $30,000 demo cars are very impressive.
But do they actually drive sales?