By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Baltimore – Audio industry veteran Paul DiComo is leaving Definitive Technology to open a full-service marketing consulting company with former Polk Audio marketing VP Al Ballard, who left Polk in October.
Polk and Definitive are owned by DEI Holdings.
DiComo spent 25 years with Polk Audio as national sales manager and later as marketing and PR manager before moving to Definitive in 2007 as senior VP of marketing and product development.
Ballard was with Polk for 26 years, most recently as marketing VP.
Both Polk Audio and Definitive Technology enjoy top five U.S. loudspeaker market share, they said.
DiComo called his voluntary move a “sad but very friendly parting” and said “the time is right for me to exercise my entrepreneurial muscles and open a marketing agency with a close friend who is also an accomplished consumer electronics marketer.”
The company formed by DiComo and Ballard is called CE Marketing Pros, described as a full-service marketing consulting company focused on helping small- to medium-sized consumer electronics companies build visibility, sales and market share. The company said its “key service is digital marketing anchored in database-driven web site development, hosting and measurement.”
With a website developed by the company, clients “will be able to build and edit web content in real time and publish the results without the need for intermediary web developer involvement, delay or added expense,” the company said.
CE Marketing Pros also offers such marketing services as market research, digital and print advertising, graphic design, media buying, video production, brand strategy, consumer engagement marketing, and marketing collateral production.
“A brand’s website is the single most important marketing tool today,” said Ballard of the company’s web capabilities. “With the shrinking number of specialist bricks-and-mortar retailers and the dominance of the internet as the main source for product exposure and purchase research, it is imperative for brands to tell their own stories and grab consumer mind share with dynamic and engaging websites. Yet we have identified dozens of CE sites built with old technology that are static, poorly organized and do an unconvincing job of communicating the brand’s value proposition.”
Using CE Marketing Pros’ affordable database-driven content management system (CMS) web tools, CE specialist companies will be able “to compete head-to-head with better resourced large brands,” the company said. “Building a database-driven CMS site is expensive, complicated and time consuming – putting it out of the reach of the small to mid-sized companies that need it the most.”
Database-driven web sites with CMS “allow marketers to build and edit web pages, upload images, manuals, literature and other documents, manage specifications and more without the need to involve an IT professional, saving time and money while making it easier for brands to keep their sites fresh and engaging,” the company explained.
The company’s two managing partners are also making use of a network of graphic artists, copywriters and web developers for strategic, creative and technical support.
The company’s tag line “We know CE” underscores one of the company’s strengths, DiComo said. “We specialize in the industry we’ve worked in nearly all of our professional lives. Over the years, Al and I have worked with multiple outside agencies, web developers and consultants and have been frustrated by the experiences. You spend as much time educating outsiders about the nature of the CE industry, the customers and the products as creating the content you need. It all adds up to wasted time, effort and money. With CE Marketing Pros we can get right to work building value for our clients.”
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.