Strategy in TECH...
Strata-gee has learned that the popular Integra AVR model DRX 3.4 is now available at NY retail & online dealer Adorama. While Adorama was previously selling Onkyo- and Pioneer-branded models, the addition of this Integra unit appears to be an entirely new development. Not only that, but the consumer deal website Slickdeals has a special deal on the DRX 3.4, with a 50% discount, via a link to purchase at Adorama.
On Tuesday this week, a previously announced program being offered by Snap One – now Resideo – has begun. This program, called Control4 Connect, is a mandatory program that requires all integrators to connect all new client installations of Control4 products directly to Snap One’s central station for future software updates and data collection.
It is a new kind of transactional connection that establishes a direct relationship with the client for direct-to-user system updates and base-level client support supplied – not by the local integrator – but by Control4 support.
Like many companies, Snap One brands are the subject of several discussion Groups on Facebook, some run by the company and others run by third parties. In the days following their recent announcement of existing program changes, new program mandates, and new optional programs, many dealers took to Control4-related groups on Facebook to protest the changes immediately, vociferously, and even (in a few cases) profanely. It was an outpouring of emotion that group admins and participating Snap One executives like G Paul Hess and others struggled to stay on top of.
Snap One executives told the dealers in the group of an upcoming webinar in which the company plans to explain everything regarding the program changes to their dealers.
Days after Snap One announced a major program initiative in an effort to change the integration industry business model, the company held a media presentation in which 5 members of the 23-member Control4 dealer advisory panel that helped the company design the program were made available to select members of the media for a short question and answer session. This was organized by Snap One specifically because I had asked to speak with the panel. How do I know that was the reason for this media opportunity? Because company executives told the media that I was the reason they chose to hold this event. This may, or may not, have endeared me to the other media.
Wow! It’s crazy that 2023 is now just about behind us, and what a dramatic and dynamic year it was! What were the key themes of the year? At the beginning of the year, I think most would say their greatest concern was the economy and their least concern was the tech industry. Yet the year turned out to be almost the exact opposite of that.
This evening I received a press release from Valerio Cora, the new owner and Chief Executive Officer of Audio Research that seeks to address some concerns the company is apparently hearing from customers of the high-end, high-performance electronics brand. Interestingly, Cora says that the company will use the dba (doing business as) designation of Audio Research Corporation, while its legal new corporate name registered in Delaware is AR Tube Audio Corporation.
In a Teams interview with new Parasound owner and CEO David Sheriff, with VP of Sales and Marketing Larry Bennett joining in occasionally, I learned more about the company’s seemingly dramatic new direction. This new direction is defined not so much by a changed product strategy, but rather by revisions the company plans to make in policies, programs, and dealer structure that looks to redefine its approach to the market.
Redwood Marketing, Inc. continues an ambitious growth strategy by acquiring another Northern California manufacturers sales representative group, the Jan Tulloch Company. Both groups are based in Northern California, and the deal is expected to close by July 1, 2023.
Nationwide Marketing Group announced this week that it is opening up registration for its upcoming PrimeTime event, scheduled to take place in Nashville, TN from August 13-16. While this is the 61st edition of PrimeTime, and it is the fourth time the event has taken place in Nashville, aka Music City, it is the first time the event will take center stage at the Music City Convention Center in the very heart of a vibrant and active downtown Nashville.
Last week, in a national online Teams conference with dealers, Parasound CEO David Sheriff presented his plans for the company’s future. Tightly scripted, the CEO spoke with a firm resolve in a no-nonsense manner. It was clear that the initiatives he announced that day were not topics for more discussion or debate, but rather what is going to happen. And he made it clear that some dealers viewing the online presentation that day will likely not agree with these plans, and that’s fine.
“Let’s talk about parting ways,” Sheriff said, looking directly into the camera without blinking.
