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 I’ve got to hand it to the people behind Snell Acoustics. At the CEDIA EXPO the company was promoting the idea that their dealers should be DEMONSTRATING their loudspeakers. Imagine that, DEMONSTRATION! Snell wants to promote its recently introduced flagship Illusion Reference Tower Loudspeaker ($25,000), as well as its re-defined Signature Series and Premier Series loudspeakers. Thus, the company is launching an aggressive two-pronged dealer incentive program that will motivate retailers to actively demonstrate Snell products on their showroom floors. Key to Snell’s “No Compromise” marketing and product strategy is the company’s commitment to provide customers with reference playback for multiple listening applications. As part of Snell’s “No Compromises” marketing strategy, Snell will target a select group of retailers to showcase one of the company’s “Elegant” furniture-grade loudspeaker solutions on their showroom floors. This will enable customers to experience the superior sound for themselves, and then choose the application solution that’s best for their particular lifestyle or listening environment (Elegant, Hidden, or Invisible). For the flagship “Illusion” dealer incentive program, the company will handpick a more select group of qualified retailers across the country to showcase Illusion. Snell is promoting this as a partnership effort exclusively with the finest independent retailers and custom integrators across the country to accomplish its goals. Snell is the first company that I have heard of that put out a press release at a trade show that states support for dealers with “demonstration capability.” They get it! Ninety percent of the success of any product or service is its promotion and marketing. It's not the customer's job to remember you. It is your obligation and responsibility to make sure they don't have the chance to forget you. Snell appears to know what it’s doing, but if potential customers aren’t reminded and brand and product line awareness fades, they will lose customers. In other words, support for “demonstration-capable” dealers importantly includes promoting and marketing to potential customers. This has been a theme of mine in numerous Editor’s Couch columns in Widescreen Review, especially  recently, given the depressing economic climate and the fact that there are fewer and fewer dealers left with demonstration capabilities. It is these dealers that are at the core of performance product education, as customers are able to go to these stores and actually experience products working in real life, not on a computer screen. This is a far better scenario than the Internet craze that so may companies have embraced and have succumbed to, going so far as selling their products online. That may be fine for price-driven commodity products, but not for true performance products that need to be demonstrated to be fully appreciated. Personally, I have known this since I was in my teens, when I began my self-taught journey about audio and video by exposing myself to countless “demonstration” dealers, recording studios, and conferences, all the while reading accountable magazines and books. So, thanks for the good news, Snell. I am sure that our dedicated serious enthusiast readers will welcome the opportunity to visit your dealers and experience your fine performance loudspeakers in proper settings. Your task, though, is still to promote and market to these potential customers to complete your “No Compromise” campaign. They need to know who your dealers are and where to find them. Gary Reber Editor-In-Chief & Publisher Widescreen Review  Internet Contacts: http://www.snellacoustics.com
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