Speakercraft’s Jeremy Burkhardt talks about his CEDIA Expo booth
Last year you blended art with product, but this time it was almost ALL art. Why the shift?
Budgets are tight around the world and we want to spend as much as we can on product development and education vs. union labor and a big-ass heavy trade show booth.
At CEDIA 208 we choose to use an existing structure that three brothers (the Do Lab) built by hand — no union labor required since it was art made in an artistic way on site.
We choose to use a recycled booth that has appeared at half a dozen concerts nationwide from Coachella to Burning Man to Rothburry.
We picked live art and music as it embodies what we do. The venue was perfect to allow our speakers to crank and the dream of live performance to happen.
For many years we have wanted a live show at CEDIA. This year our team pulled it off with our friends from Lucent Dossier. Music is why we are in business, music is what it’s all about. We love performers and this was a dream come true.
Did the marketing ploy work?
Our dealers get the fact that there is no ploy.
What you see is a company that looks whacked out. Our dealers get that we exist to serve them from education to making the best sounding and easiest products to sell and install in the world.
We market as ourselves to the industry and spend millions on high-end look-and-feel products for target end users.
The dealers that didn’t get it were not our targets.
Read the full interview at CE Pro.
