Tell Us Your Story: IK Multimedia – Identify & Embrace Unexpected Opportunities
As with many manufacturers and retailers, the past few months have brought uncertainty to our business, not knowing how our supply chain would be affected, whether we could safely continue shipping, or most importantly how this would affect our customers – would they need to save their money for more pressing things such as rent payments, putting on hold the creative pursuits they love?
Although some of those things happened to an extent, we also experienced an interesting and unexpected expansion from our core audience of musicians and creative professionals. We’re now also serving a more diverse group of users who are navigating the waters of working or teaching from home with video calls; promoting their music or other craft on social media; live streaming “virtual” performances; and podcasting or YouTubing from smaller DIY studios at home.
Most of these people’s homes are not equipped with professional audio or video gear, so they rely on their smartphone, iPad or laptop for those needs. They started turning to our affordable, mobile-friendly iRig series of products for simple and convenient ways to get better audio, create well-lit and stable videos, and easily live stream to social media apps, and similar activities.
As this was happening, we quickly mobilized our team to support and reach out to these new needs via social media, launching a daily live Instagram series that offers tips and ideas for creating from home, as well as new product support FAQ resources on topics such as how to live stream, and partnering with established instructors and educators to help guide users through their first experiences with video and live-streaming.
As a result, we’ve successfully assisted many new people who may not have interacted with us previously. Traffic to our website increased 70%, our follower count and reach on social media have nearly doubled, and sales in April grew to near-record levels. Best of all, we’re enjoying the friendly, positive interactions we’re now having with users who tune in regularly to interact with us on our streams, making us a regular part of their daily schedules.
The current global health crisis has been an exercise in patience and endurance for everyone, but for manufacturers and retailers who respond with a little creative thinking and empathy for their customers’ needs and situations, it may also present an opportunity to discover and promote new uses or new audiences for their products that may help propel them into the future.
Dan Boatman is the sales and marketing director at IK Multimedia, where he develops and manages sales to the CE channel, maintains distributor relations in the US, Canada and LATAM, and oversees global marketing initiatives. He also has a background in retail sales management. Based in Modena, Italy, with U.S. offices in Sunrise, Florida, IK Multimedia is a 25-year-old global company that offers hardware and software CE tech products for beginners through professional audio and video creators.
Dan Boatman is the sales and marketing director at IK Multimedia, where he develops and manages sales to the CE channel, maintains distributor relations in the US, Canada and LATAM, and oversees global marketing initiatives.