strategy & tactics
Show MUST GO ON
The
Sound Wave Customs has learned to harness the power of local events by thinking creatively. Learn how you can draw new clients, build relationships, and increase brand awareness by interacting with your community. WORDS BY ETHAN BLAU
I am the owner of Sound Wave Customs located in Virginia Beach, Va. and this year’s Retailer of the Year. When I was asked to write a segment for this section of the magazine, I had multiple topics rush to mind. I chose this topic first and foremost because I feel it is not widely discussed as much as it should be. I hope these ideas and suggestions help some of you explore new realms and grow this industry in your local markets. Since opening Sound Wave Customs, I have always been a firm believer of local and in-person marketing as well as brand awareness. To me it is the best and most personable approach to clients and business relationships. I would rather spend hundreds or even thousands of dollars getting in front of
44 Mobile Electronics January 2019
people who will be my current and future clients—and even fans—than throw it away on a radio or television advertisement that might go in one ear and out of the other. Such advertisements are nowhere near as memorable for your clients as real experiences.
Begin by Researching Your Local Demographic Not every event or show will be great, or even have any ROI (Return on Investment) for your shop. Every demographic and client base will be different depending on your specific area, which means the events and shows hosted in your area will also be different depending on location. For Sound Wave Customs, our first experiences with local shows and events was trial and error. This is the case with
most marketing tools, investments and tactics in business. The methods that work great for my company and my area might not work as well for you. I would recommend beginning by doing some minor research as well as just jumping in and testing the waters. Additionally, things don’t always turn out the way you expect. Your idea might make total sense to you, but it might also work out differently than you anticipated.
Be Prepared for an Unexpected Outcome Here is a perfect example of a series of events that didn’t work out for my business. I came up with the idea of setting up vendor booths or sponsoring huge concerts at our local venues. We do audio upgrades, and these consumers are spending their hard-earned money to go
