Having set the benchmark for dealer support last year with a touring mobile showroom, an aggressive marketing campaign and appearances at a number of important trade-shows and exhibitions, Harman high performance AV is accelerating its approach to its dealer-centric growth strategy for 2011. This year, the company is aiming to provide its dealers with the most sophisticated and reliable products on the market as it prepares to launch multiple leading edge speakers and a new DriveCore powered amplifier at CEDIA 2010.

Three of the company’s four AV brands are introducing new products at this year’s exhibition. Revel, one of the leading manufacturers of loudspeakers, is launching 21 different models of in-ceiling and in-wall loudspeakers that redefine performance, design and ease of installation. Lexicon is delivering a revolutionary DriveCore multi-room amplifier that effectively leverages research and development across Harman’s professional division and uses the most advanced technology available. And, finally, JBL Synthesis will be launching a new version of the flagship LCR-SK2 loudspeaker that is used in the top three Synthesis systems.

“CEDIA 2010 will be a landmark event for HPAV,” says HPAV market manager Jim Garrett.

“For dealers and integrators, we want these new products to represent a ‘thank you’ for those who have stuck with us, and an invitation to start using our products for those who have not.”

While the new products will serve to give Harman dealers a leg over the competition, it is still important for HPAV to continue educating its customers about the benefits that come with using its brands. To do that, the company is taking a two-tier approach to education. The first step is an aggressive marketing campaign that includes advertising in a wide variety of trade and luxury publications. Advertisements in CEDIA channel trade publications are designed to educate dealers about Harman products and how they can be easily integrated into systems, while advertisements in luxury publications show the benefits and superior performance of Harman’s home audio products to end users.

“With our educational campaigns, as with our Mobile Showcase, we’ve been reaching out to a variety of different demographics, specifically luxury consumers as well as traditional audiophiles,” says HPAV director of marketing Marc Kellom.

“We’re finding new ways of enhancing the awareness of our brand, and for our dealers, that will serve to strengthen their relationships with architects, builders and interior designers, alike. We want to be the best partner for our dealers, and we can achieve that by improving their relationships with existing and potential clients.”

To help educate consumers and dealers, Harman launched a 1,000 square-foot mobile showcase that embarked on a nationwide tour from CEDIA 2009. Outfitted with an audiophile room and a home theatre room, the showcase was 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 gave presentations to over 100 US dealers and distributors at tradeshows and events around the country and will be on hand at CEDIA 2010 to continue its mission of education