Convoy the Sydney based distributor, who last year got out of consumer brands to concentrate on top end Hi Fi gear for the specialist channel, is 48 hours away from rolling out a major marketing initative that helps the specialists channel take on the mass consumer electronics retail channel.
This week Convoy will roll out a direct response marketing campaigns offering consumers a value add proposition as opposed to straight out discounts. “The aim is to drive consumers into specialist dealers who by majority are relying on distributors like Convoy to help them with their digital marketing” said Gary Tye National Sales Manager for Convoy.
With their Bluesound High Res soundbar which is the only Ultra High Definition sound bar currently being sold in Australia Convoy is offering $200 off if a consumer value adds the deal by buying a Bluesound Pulse Flex speaker to add to additional Zones.
Another big offer is for their NAD Amplifier which is the only Amplifier that comes with a high-resolution sound upgrade kit. Owners get a $300 discount when they upgrade.
Buyers of Bowers and Wilkins gear such as their Zeppelin networked sound system, new PS4 speakers or B+W speakers will get a free gift when they purchase B+W Hi Fi gear.
Among media running the three Convoy campaigns are SoundMag, Australia’s #1 combined sound magazine and online site, SmartHouse which is syndicated to JB HI Fi customers, as well as over 2M Virgin Australia customers and Velocity Card owners. The campaign is also running on ChannelNews.
In January, all 4Square Media publications will be available to Qantas customers, as well via Apple News.
“What we have developed is a digital marketing campaign that our specialist retailers can use on their own sites. We have developed three sizes for retailers.” Said Tye.
According to Convoy CEO Geoff Mathews Convoy is one of the few distributors that is investing significantly in helping specialist dealers deliver an audience through the door. A lot of specialist dealers do not have the capital to mount major marketing campaigns and we want to help these dealers in their marketing activities.
“Most of the specialist dealers have in the past dealt with a Hi Fi enthusiast who grew up in the two-channel sound market, this audience are not buying as much as they did in the past. At the same time the new audience of millennials are shopping at major consumer electronic stores as opposed to the specialist dealer”.
“This market does not necessarily know where their closest specialist dealer is and we intend to change this with not only products that will appeal to the younger more affluent audience but are specifically designed for the digital content era”. Said Mathews.
In the past Convoy was a major distributor of JBL, Harman, Monster and Solo 3DR products into the CONSUMER ELECTRONICS channel. They gave up these brands to concentrate on the specialist channel.
In 2017 the Group is set to launch several new products into the custom install channel including new products from brands such as PSB as well as new products from Bowers and Wilkins.