Martin Audio Unveils New Strategy to Communicate Uniting the Audience Experience

	The Martin Audio experience: uniting the audience

For many years Martin Audio has used the tagline, "The Martin Experience." But actually defining what that is, and what it means to the industry, has been less clear. After reviewing Martin Audio's profile in the industry today -- and its ambition for the future -- the company says it is about to unveil precisely what that "experience" is all about.

James King, marketing director, explains. "After a lot of soul searching to define what lies at the heart of the brand, what quickly emerged was the importance of the audience experience. It's what the company has been doing for over 40 years, from enabling 'supergroups' of the '70s to be able to play to larger audiences and be heard properly for the first time, through to MLA and its superlative consistency of coverage."

"The audience is central to the industry's success, so creating exciting sound that envelops all of them and delivering truly memorable shared moments ensures better quality tours and more sell-out venues, be they bars and clubs, houses of worship, theaters or auditoriums. That's the essence of the Martin Audio experience, and we summarize it as uniting the audience."

Jason Baird, R&D director adds, "The goal of delivering the Martin Audio experience to each audience member, led us to develop our patented Multi-cellular technology. First implemented in MLA, this has become renowned for its out-of-the-box coverage consistency, while still preserving all of the dynamics and projection of our signature horn-loaded approach. The future promises the development of this philosophy and technology into more and more of our market segments."

Simon Bull, director of sales, went on to say, "Our customers have been asking for Martin Audio to communicate its values and create greater awareness and consideration for our touring and installation solutions. Uniting the audience does just that."

To help illustrate and communicate the thinking, the company says a series of print ads and brand video are being deployed, alongside a refreshed website www.martin-audio.com, featuring new case study materials.

Anthony Taylor, managing director, had the final word, "We've been looking at ways of communicating, really for the first time, exactly what makes Martin Audio tick, and to build on our recent growth and technology success in the marketplace. With 'uniting the audience' underpinning our philosophy and all that we do, I'm confident that our customers, front-of-house engineers, rental companies, production managers, system integrators, and installers will also be able to take a fresh look at Martin Audio and understand how our experience provides them with better solutions for their different needs."