PROBLEM
MTX Audio, a 40-year-old car audio company, had an established name among enthusiasts, however, its influence had waned significantly due to its dwindling channel availability. Internet retailers were selling product at the same wholesale cost paid by an independent shop, making it difficult to compete. Not only was MTX dealing with a shrinking channel, OEM car audio was improving to the point where it had become a powerful substitute for aftermarket systems. MTX Audio’s website was built according to its previous paradigm, acting as more of a resource to channel partners rather than consumers. Products were sold on the website at MSRP, almost twice the cost of “street price,” which meant few sales were made through this channel.
SOLUTION
Our team developed a unique eCommerce strategy for MTX Audio that applied the principles of affiliate marketing to a traditional channel and launched a new site with this new program in time for the CES show in Las Vegas in January, 2013, only 3 short months after the project was initiated. In addition to driving consumer-direct sales, each independent audio shop was setup with its own portal on MTX.com along with a unique URL and POP materials to promote this unique URL. This new model leveled the playing field among Internet retailers and independent shops while making all channel partners highly competitive. Our team also launched and managed a full eCommerce plan including manufacturer branded stores on several marketplaces, affiliate marketing, pricing comparison engines, Google product listing ads (PLAs), PPC, SEO, retargeting, email marketing, social media, social commerce, shopping cart recovery, and more.
RESULTS
MTX Audio doubled its goal for the number of dealer sign ups at the entire CES 2013 show in the first day. Independent shops saw enormous value in reducing their cost of doing business while being able to compete with Internet retailers on price. For the first time in years, sales from this channel began to grow. In addition, MTX Audio was able establish a sizeable factory-direct business through the promotion of its products and website across the various marketing channels. With the help of our team, MTX Audio transformed from an audio manufacturer into an eCommerce company in the matter of a few short months. Today, MTX Audio is much better positioned for long-term growth.
