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Soundcast Revamps Marketing, Distribution Strategy

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 said. Now the company will sell through independent reps as well
as through select distributors, who will sell only to preapproved custom
integrators and A/V retailers, the spokesperson said.

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.

“The dual
partnership delivers decades of brand-selling muscle within the CI, consumer
electronics manufacturing and retail marketing arenas,” Soundcast said. “These
new alliances aid Soundcast Systems management in providing the best programs,
marketing, training, product development and support to fast-track Soundcast in
2011 and beyond.” 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 wireless speakers to support three-source capability via a
selector switch, which will be able to select from three wireless transmitters
transmitting simultaneously. Four different listening areas will be supported
at one time.