Improving High-End Audio's Market Share
The U.S. is a place where high-end audio is shunned. In a culture where we just want to have fun, party and experience the good life as an out-of-control consumer, why high-end audio is not on the top 10 (or even top 100) list of every good American, is hard to fathom.
One answer is a ‘discount mentality’
Another is that quality and aesthetics are not really important to most people here.
Another is that we are currently obsessed with kids. Kids do not want high-end audio
Another is a total lack of marketing – besides Bose there is NOTHING.
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Hopeful signs are:
Teens might be interested in hi-fi [they used to be :-)], why are we neglecting this market segment? Parents will buy kids $$$ cars, why not stereos?.
Nesting and behaving just like one’s neighbors is really important to most people, so once a few people start becoming audiophiles in the ‘burbs, many, many will follow.
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Marketing.
Show suburban families with nice stereos.
Show women liking stereos. Wives are one of our main hurdles – many actively try to sabotage their husband’s high-end audio purchases. We need to market to them directly, like other market segments. We can talk about how music is good for kids brains, helps kids get better jobs, it is cheaper than therapy [or marriage counseling :-)], that is helps bring the family together, share their kid’s music and share their music with the kids, … etc.
Product placement: Unlike on the ‘Friends’ TV show [with Martin Logans] and others [SOTA turntables, etc,], have people talk about them and not just used as a background. And not just in NY apartments.
OK, well, any more ideas out there?
If we get a chance, we will put sample ads up on Spintricity advocating our hobby to the masses. Maybe something will strike a bell and start something snowballing….?
Mike,
Bose takes a very market-oriented approach. They actually do a lot of consumer research to identify the sound (an other equipment features) that the average American prefers and how much they are willing to pay for equipment that can reproduce it.
They then get their engineers to design and their manufacturing arm to produce the least cost “package” that reproduces these sounds and has the other desirable features that consumers want and are willing to pay for.
And then they do market the shit out of this equipment, because they ARE trying to appeal to a larger “average American pocketbook”, not goofballs and millionaires, and their whole design and manufacturing approach is geared toward this.
Doing what they do, I am certainly not surprised that they are profitable and that they do make equipment that appeals to the consumers they are targeting.
How many other companies take this approach?
Best,
Mac
Mike,
I tell ya, this issue is one that burdens my soul pumpin’, audiophiliac heart. I can remember when my friends and I were in our mid teens, we’d compete who could piece a better stereo than the other. Even though it took us a couple of years or so to finally call it “my stereo system” (you figure in birthday money, christmas wish lists, and summers and summers of yard work!) There was pride, not the flashiest system but a great sounding, true to the music stereo sound system. Music mattered back then. It used to be BIG SOUND, little TV. Now its the other way around. Thats why I wholeheartedly believe things will come around… stronger than ever. I’ve got tons of ideas to get this new generation of music lovers to care how and with what kind of equipment they’re listening to their music… their music!! For one, instead of cornering our industry to places where they wouldnt want to come to, why not try bringing our industry to them. Colleges, Universities, even high schools. Someone should emplement a way where they not only learn how to write, read, play or engineer sound and music, but how they could learn and benefit on HOW TO listen to the music. I could go on and on about this but I just got a sweet copy of Van Halens 1984 album on vinyl. Later!
Jose B.
Hi Jose,
Yeah. most audiophiles get emotional about this subject and seem to have something or two to say on this topic.
You have a good idea but it might be hard to expand the curriculum of so contested and fractious a place as a school.
But one of our long time dealerships here in Boulder is only a few blocks from one of the high schools. And we used to have a used equipment store not much farther away. Unfortunately, even back in my own college days – they were not very hospitable to the younger generation, who does like to check out the merchandise before buying – I guess feeling that they were not going to ever buy anything [but of course, they all do, eventually, but probably from Best Buy, which although often sleazy actually do act like they want people to spend money there].
Take care,
Mike.
Hi Mac,
I am not sure marketing to the lowest common denominator, which is what Bose does, is going to be able to support more than 2 or 3 businesses. But understanding the particular demographic(s) one is targeting, and then actually target them, seems to be wise. I think most manufacturers just try to build the very best product they can build – and marketing takes a different kind of brain than this.
The stereotype of ‘goofballs and millionaires’ would be great if true, as there are millions and millions of them here, just in Colorado alone :-). Unfortunately, we mostly see doctors and lawyers here, and other well-educated folk – and most are not millionaires, even if you add up the cost of all their audio equipment – and there just are not all that many of these cream of the crop type of people.
Many people we talk to talk about how to market to millionaires- but no one about how to market to goofballs. And there are a heckuva lot more of them than any other demographic. I can see it at Barnes & Nobel now:
The Goofball Tipping Point
Marketing to the Goofball Generation
Targetting the Goofball in all of us
Take care,
Mike.
Completely agree!! Sennheiser have recently embarked on a nice campaign. They are traveling North America doing a Guys vs. Girls reality show, and along the way stopping at Best Buy’s and the like on specific days offering a 50% rebate on the purchase of headphones. Along with giveaways, etc. The show is quite entertaining too, very random competitions. Anyway. http://sennheisersoundtour.com/facebook if you care to have a gander. all the info about where they will be and when is there, as well as the first two webisodes.
love the blog by the way!
Augie