Soundcast Revamps Marketing, Distribution Strategy

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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.


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