Thunder Marketing- How Sound of TriState Created an Event That
It's a warm summer day in Delaware, and there's quite a crowd congrated in a Dover park near the state capitol. Some crowd around souped-up cars sporting stylized exhaust pipes and flashy in-car audio/video systems, others are watching amateur bands compete for a "best of" title—there's even an egg-toss going on nearby. And prominent over all of this is the name of a local CE retailer, Sound of TriState. But oddly enough, there isn't a single product for sale.
Mobile Electronics is still one of those product categories that is considered separate from the rest of consumer electronics—geared to a younger, somewhat wild customer, for whom juiced-up, tricked-out cars are an important part of their subculture. But products with wider appeal and purpose, like satellite radio and multimedia, are attracting the mainstream. That's good news for small dealers, but the pressure is on with aggressive campaigns from giants such as Best Buy and powerhouse regionals like Car Toys. Independent mobile electronics dealers need to get their message out, sometimes with marketing that may not be conventional.
For Sound of TriState, a two-store dealership in Delaware, the answer to the problem has been a consistent and committed focus on event market. It plays host to two non-sales events known as "Thunder Jamz" that have become an annual tradition in Delaware and a popular attraction for wider audience of potential customers.