RIO Rolls Out Major TV Marketing Campaign For Q Acoustics
Melbourne based sound retailer Rio Sound & Vision has taken a leaf put of Gerry Harvey’s book with the Company set to roll out an 8 week, TV marketing campaign for the Q Acoustic M3 soundbar.
The campaign which is set to run on three commercial channels is part of a major strategy to take on the likes of JB Hi Fi and Harvey Norman who are “moving into the specialist audio channel with the advent of new networked audio products” said one observer.
Rio, who is the fastest growing specialist dealer in Australia, is currently expanding the store space at their Preston store which they own, they also own a second store in Brighton.
According to Paul Riachi a director at Rio, his retail store is witnessing “strong growth” from both their instore and online sales operation.
Often criticised for his online sales, discounting and the fact that he also owns an audio import business Riachi is fast earning a reputation for generating growth, in what has been a declining market for several specialist audio dealers.
“Paul Riachi is one of those people who has got the model right, he is aggressive, prepared to discount to get growth and has identified products and categories which will appeal to consumers. This has upset the more established sound retailers who have to compete up against him. These are the same retailers whose business is going out the door backwards because they have failed to innovate” said one supplier.
Three months ago, Indi Imports whose directors also own Rio Sound & Vision, won the rights to sell the British Q Acoustic brand, they are also the distributor of Canton and Sonoro products in Australia.
Since their appointment to distribute these products sales have increased “Significantly” said Denis Riachi, Marketing Director at Indi Imports.
A former marketing Manager at Officeworks Denis Riachi said that the new TV campaign is aimed at generating traffic both online and instore. “In today’s market, it’s critical that a retailer is out there generating traffic, as well a name and address” she said.
“At Rio we are building a reputation for delivering quality products at affordable prices this is vital if we are to appeal to a millennial who is able to research online for information prior to coming into a store” She added.
“What we have done is identify the products that we believe will appeal to today’s millennial and if sales at Rio are anything to go by we have the product mix right because we have increased sales of several Indi imported products by the pallet load”.
“What our Rio stores do is deliver a test environment where we can test a consumer’s attitude to a category or brand. We are also making these products available to other retailers across Australia”.