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Soundcast Revamps Marketing, Distribution

2/21/2011 12:01:00 AM Eastern

CHULA VISTA, CALIF. — Soundcast Systems, the supplier
of indoor and outdoor wireless audio products, has revamped
its sales and distribution strategy to better control
distribution and build margins.

Under the strategy, the company will focus on custom
integrators and A/V specialists, improve just-in-time inventory
procurement, and step up field sales support, marketing
and training, the company said.

Under the previous strategy, Soundcast sold only
through distributors to dealers who didn’t need to be preapproved,
a spokesperson explained. Now the company
will sell through independent reps as well as select distributors,
who will sell only to preapproved custom integrators
and A/V retailers.

For its distributor network, the company chose the Powerhouse
Alliance of 10 local distributors, kept on national distributor
Capitol, and kept a handful of other local distributors.

In another change, Soundcast partnered with The OAC
Group and Roberta Lewis & Associates for business, sales
and marketing, public relations and brand development. And
it said current and future product development will focus on
products with multi-source/multi-zone capabilities, the company
said.

OAC Group is headed by industry veteran Oscar Ciornei,
who said Soundcast is targeting a 50/50 mix of direct/
distributor sales.

Soundcast offers indoor and outdoor wireless speakers,
wireless iPod-docking transmitters, a wireless
transmitter for PCs, wireless receivers that connect to
existing A/V systems, a wireless subwoofer, and a transmitter-
receiver pair that adds wireless capability to surround
speakers. In the second quarter, the company will
upgrade its wireless speakers to support three-source
capability via a selector switch. Four different listening
areas will be supported at one time.