ML Marketing: The Great American Speaker Company
- Thread starter David Matz
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theWB
Well-known member
Dave,
Are you sure all subs are made in Asia?
See attached picture from our 2007 gathering of Descent i's being assembled.
http://www.martinloganowners.com/forum/showpost.php?p=50098&postcount=8
Have things changed since 2007?
actually Wayne what we were seeing was 'ALL' Descent i's be inspected and tested upon arrival from the Far East !
Electronics have been dominated by Asia for so long I don't think anyone cares where stuff is made any more.
What they care about is whether the product is any good.
So in my opinion, the slogan comes off as cheesy.
What they care about is whether the product is any good.
So in my opinion, the slogan comes off as cheesy.
Jungle Jack
Well-known member
Hello,
While I hope I am wrong I suppose, I am pretty sure my information is correct about the Vista cabinets. However, certainly Jeff Dorgay would have info and contacts above my pay grade about them moving things back in house.
ML
While I hope I am wrong I suppose, I am pretty sure my information is correct about the Vista cabinets. However, certainly Jeff Dorgay would have info and contacts above my pay grade about them moving things back in house.
ML
DTB300
Well-known member
I think there are some who will only buy if made in country "X", and then there are some who will not buy if made in country "X". Discussions like this are abound in audio and other products people buy - and discussed here on MLO
Marketing with anything can come off as cheesy in an attempt to lure or bring in prospective/new customers. As seen/heard by many companies this is an ever changing stance with their statements or slogans used. It is rare for a company to stand-pat with their marketing targets.
David Matz
Well-known member
I still think of Quad as the Great British speaker company. The stuff may be made in China or whatever the cheapest place may be. I think ML is striving for the same feeling.
However, your sentiment, and those of other posters, shows that the place of manufacture may throw people from the positioning ML is trying to capture in the mind of the consumer.
Irishtom
Well-known member
I called ML yesterday and a fella there told me the Vista cabinets are made in Kansas and that the company plans to bring more of the production in house with a goal of making even the dynamic speakers here.
It's important to me to buy American if possible; I made a good living as an American and don't mind helping my fellow countrymen live well too. I call it patriotism; not love of my country so much as love of my countrymen.
I applaud you, but FYI, your countrymen are your country !!
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While we might view it as some form of appealing to local American buyers sense of patriotism, I actually believe they have done their market research and understood that in the fastest growing segment for their products, which is Asia / Pacific, that American audio companies are admired and their products desired.
Japan had, and to a large extent still does, a fascination for big American stuff. Heck they even love Harley’s.
Japanese Audiophiles, who have amazing locally sourced amps and electronics, will pay through the nose for a Mac amp.
The US has always had a vibrant speaker manufacturing culture, and ML is one of the shinning lights in terms of Innovation and uniqueness. So their products are highly desired as well.
Bottom line, if looking to expand sales in China, India and Korea, promoting the ‘American’ thing is not a bad idea.
Remember, we’re a declining or flat market here in the US in terms of percent of the global pie.
If a company’s marketing message is not tailored to the World, then it will be in jeopardy vs competitors who do.
Japan had, and to a large extent still does, a fascination for big American stuff. Heck they even love Harley’s.
Japanese Audiophiles, who have amazing locally sourced amps and electronics, will pay through the nose for a Mac amp.
The US has always had a vibrant speaker manufacturing culture, and ML is one of the shinning lights in terms of Innovation and uniqueness. So their products are highly desired as well.
Bottom line, if looking to expand sales in China, India and Korea, promoting the ‘American’ thing is not a bad idea.
Remember, we’re a declining or flat market here in the US in terms of percent of the global pie.
If a company’s marketing message is not tailored to the World, then it will be in jeopardy vs competitors who do.
repman
Well-known member
Jonathan , That is a good point I had never thought of kind of a two birds with one stone approach. interesting point.
Fish,
That's funny since Budweiser is owned by a Belgian brewing company, InBev.
We need to cut ML some slack. Marketing 101 is about brand identity and brand awareness. The Great American Speaker Company is a worthwhile brand identity. It does not mean made in America. Identifying ML with the Heartland evokes quality by salt of the earth type people that produce, not necessarily manufacture 100% American stuff. But these type of people from the Heartland can be counted on because they are the Great American Speaker Company. Why do you think ML customer service is so good?
Hey the world is a complex place for instance Honda is a Japenese company like Toyota. Does the fact that they make cars in Ohio and Indiana make them American, I don't think so. There we go using cars as an anology again.
Anyway, ML identifying with The Great American Speaker Company, I am glad they did that. There are some things that America does better than any other country, but I guess we can take beer off the list.
That's funny since Budweiser is owned by a Belgian brewing company, InBev.
We need to cut ML some slack. Marketing 101 is about brand identity and brand awareness. The Great American Speaker Company is a worthwhile brand identity. It does not mean made in America. Identifying ML with the Heartland evokes quality by salt of the earth type people that produce, not necessarily manufacture 100% American stuff. But these type of people from the Heartland can be counted on because they are the Great American Speaker Company. Why do you think ML customer service is so good?
Hey the world is a complex place for instance Honda is a Japenese company like Toyota. Does the fact that they make cars in Ohio and Indiana make them American, I don't think so. There we go using cars as an anology again.
Anyway, ML identifying with The Great American Speaker Company, I am glad they did that. There are some things that America does better than any other country, but I guess we can take beer off the list.
