12-Volt To Launch November Awareness Campaign
By Amy Gilroy -- TWICE, 9/30/2009
Los Angeles - The 12-Volt Awareness Initiative will launch a long awaited awareness campaign for the car stereo aftermarket this November in time for the Christmas selling season and will reveal details in an open Webinar on Oct. 5, said its governing board.
All are invited to participate in the Webinar at 10:00 a.m. PDT, 11:00 a.m. MDT, 12:00 p.m. CDT, and 1:00 p.m. EDT.
"After many months of collaborative work, we're very pleased to take this strong and proactive step forward to focus ... on stemming the declines in the 12-volt aftermarket business," said Steve Witt, Alpine marketing VP and chairman of the 12-Volt Initiative's governing board. "The governing board has decided we must take immediate action to trigger consumer interest and increase purchase consideration of our category," he added.
Industry members are encouraged to register for the Webinar and to visit the 12-Volt Initiative Web site.
The 12-Volt Awareness Initiative is the continuation of a movement begun by Ed Sachs, former president of Pioneer Electronics, who called for the industry to come together and reignite the category at the 2008 International CES.
The governing board for the 12-Volt Awareness Initiative includes:
- Steve Baldacci, iBiquity;
- Mike Kahn, Sony;
- Keith Lehman, Kenwood;
- Carl Mathews, Crutchfield;
- Larry Rougas, Pioneer;
- Adam Thomas, Clarion;
- Barry Vogel, MERA; and
- Steve Witt, Alpine.
Jason Oxman and Ellen Savage from the automotive electronics division of CEA provide strategic counsel and support, as have leaders from The Acumen Group, which developed and managed the 12-Volt Awareness Summit.
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Like it was said above; we need a refreshing change, the Awareness governing board is mostly made up of people out of touch. I'd like to see new faces with new ideas. I'd like to see a more diverse board and not the "bro" committee.
I also see the same retailers invited to these events (again the "bro committee", why not search for newer fresher retailers with innovative feedback.
This industry really needs a shake up of these old tired dogs running the companies just to collect a paycheck and hiding behind the desk.
Bring some solutions, not a social event>
JD - 2009-2-10 13:01:42 EDT -
As I see it, the biggest issue with car stereo was the move away from DIN standard sizes to proprietary mounts with integrated HVAC and media controls.
The industry needs to convince the automotive industry to move back to a modular model, which could also be an upsell opportunity for the automotive industry itself.
It is almost impossible to switch out a receiver in current automobiles and it is also impractical in many cases to switch out loudspeakers.
The "FM solution" for satellite radio and iPods and the like is a joke.
In addition, after-market receivers need better user interfaces. I was in a big-box store recently looking at the rack of receivers. I'm an ex-recording engineer and even I couldn't figure out how to change the treble and bass or EQ on certain models. And when plugging in my iPhone, while the audio worked, the radio generated a message stating that it would not charge the phone.
These are weak solutions.
Martin Brooks - 2009-30-9 09:32:58 EDT -
As a speaker at the 12volt Summit I hope this awareness campaign is successful. I am concerned that without a deep understanding of the 12volt consumer, their media preferences and where these consumers live in the greatest densities the campaign will not reach it's full potential.
As long as decisions are made believing that the 12volt consumer is a male 18-24 the industry will continue to struggle.
New thinking is necessary from outside the core industry. If the same people and organizations who led the industry into this position are making the same decisions the results will be exactly the same.
Neil Portnoy - 2009-30-9 09:20:57 EDT -
What is the website address where we can register for the webinar?
Kevin Sykes - 2009-30-9 09:13:44 EDT
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