HARMAN High Performance A/V Continues Strong Market Momentum With Aggressive Dealer Support Strategy
17 December 2010 11:04
ELKHART, Indiana – Continuing its strategic initiative to make dealer support a central element to its long –term growth strategy, HARMAN High Performance A/V (HPAV) has built momentum through a series of major marketing programs designed to directly enhance its dealer level success.
HPAV is continuing a comprehensive advertising program with national publications that reach an affluent readership, including Architectural Digest, Cigar Aficionado, duPont Registry, Departures, Financial Times, Guitar Aficionado, Luxe, and Robb Report.
Additionally, HPAV has engaged in a direct-mail promotional campaign with Departures magazine whose readership consists exclusively of American Express Platinum and Centurion cardholders. Through the program, targeted cardholders were issued an exclusive offer for discounted Revel, Mark Levinson, Lexicon, and JBL Synthesis products and were directed to a dealer or representative in their region to learn more.
“Our commitment to our dealers has been consistent over the last 18 months. We continuously strive to provide innovative new products to the CE market, and provide our dealers with strong marketing initiatives that will ultimately help drive sales,” stated Jim Garrett, Market Manager, HARMAN High Performance A/V.
In an effort to educate consumers and dealers, HARMAN has continued the momentum of its 1,000-square-foot Mobile Showcase. Outfitted with an audiophile room and a home theater room, the Showcase is designed to highlight the latest and greatest products from Revel, Mark Levinson, Lexicon and JBL Synthesis in a stylish fashion, as well as provide dealer training sessions and host customer demonstrations around the country. The Mobile Showcase has given presentations to over 100 US dealers and distributors at tradeshows and events around the country.
“The combination of our strong educational programs and our industry-leading technology represents a total commitment to our dealers and their success. We value their partnership and we are committed to providing them with all the tools necessary to be successful in a competitive luxury marketplace,” added Garrett.
Coinciding with the marketing push has been new product introductions from three of the four HPAV brands at CEDIA 2010. Revel launched 21 different models of in-ceiling and in-wall loudspeakers that redefine performance, design and ease of installation. Lexicon delivered a revolutionary DriveCore™ multi-room amplifier that effectively leverages research and development across HARMAN’s professional division and uses the most advanced technology available. Finally, JBL Synthesis launched a new flagship LCR loudspeaker, the SK2-3300, that is used in the top three Synthesis systems.
HARMAN (www.harman.com) designs, manufactures and markets a wide range of audio and infotainment solutions for the automotive, consumer and professional markets – supported by 15 leading brands including AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon® and Mark Levinson®. The Company is admired by audiophiles across multiple generations and supports leading professional entertainers and the venues where they perform. More than 20 million automobiles on the road today are equipped with HARMAN audio and infotainment systems. HARMAN has a workforce of about 11,000 people across the Americas, Europe and Asia, and reported sales of $3.2 billion for the last twelve months ended March 31, 2010. The Company’s shares are traded on the New York Stock Exchange under the symbol NYSE:HAR.