The installers guided many of the decisions that their clients made, and you were at their mercy. You let them be the middlemen, the service and support people, the installers, and yes, the folks that made most of the profit. If you were in that business (companies like Runco and Stewart Filmscreen), you catered to the CEDIA installers. At a recent CEDIA Show (the conference for installers), one of the categories was “Best Installation over £100,000.” As a result, multi-room speaker systems were sold by consultants-the sort of private services that cater to multimillionaires and their homes. While the idea is simple, and installation is a snap, the products Sonos replaces weren’t simple or easy. One hard drive can be used to let your daughter play Mahler in her room while you listen to Coldplay in the kitchen. You can use the remote to review your entire music collection and play it anywhere in your house. The box hooks up to your stereo speakers, and the hard drive holds all your MP3 files. The Sonos system is a remote control (with an LCD screen), a hard drive, and a box. Sonos makes a device that would have been inconceivable only ten years ago. More important, it leads to the idea of "no insulation." This asset is big enough and valuable enough to build an entire business around (witness Scott Adams and Amazon) and it upsets traditional power structures in just about every industry. The privilege of marketing to people who want to be marketed to. The asset (the only asset, pretty much) that can be built online is permission. This direct connection is an asset or a risk, depending on how you look at it. A rock star is used to being entertained by A&R guys, not by maintaining a permission list of 100,000 customers and 55,000 MySpace friends. A retailer in Tucson isn’t used to hearing from a potential customer in Nebraska. The president of the bank isn’t used to hearing from a customer about to lose her house. With customers, with prospects and with those impacted by their actions. Perhaps the biggest change the new marketing brings is the easiest to overlook, mostly because it’s so obvious.Įvery organization now has the ability (and probably the responsibility) to deal directly with the world.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |