ML Marketing: The Great American Speaker Company

[David Matz]

What do you guys think of this marketing message. I noticed it several weeks ago on the website. I think of Mac as the great American electronics company. I never thought of ML as the Great American speaker company. I thought of them as making some great electrostatic speakers. The new message is definitely there to evoke emotions. How does this ring with you?

 

[FISH_MAN]

It's their because its true:bowdown: I like the advertisement we should be proud to buy American !

 

[repman]

I'm with you Fish Man, American Pride !!!!

I know we cant always get American made products but its nice when we can

 

[Jungle Jack]

Hello,
I love the sentiment. However, with even parts of the ESL Series (Vista Cabinet) being manufactured in China, it is not entirely accurate. With of course all of the Design Series being built overseas.
Hard not to think this was exactly what Shoreline spoke of when speaking of goals for the Company upon transfer of ownership.
ML

 

[Feltran]

I think it's good.

I don't consider it quite accurate - it would be much more so if they said "A Great American Speaker Company" - but that doesn't have a good marketing ring at all. Still, it's open to subjective opinion and not blatantly false, so it's acceptable in the world of marketing.

 

[Rich]

I guess it's an o.k. slogan, as far as marketing goes. But it seems like they could have done better. ML's aren't just any old speaker, and you think they would have created a slogan that hints at the unique and exotic nature of an ESL hybrid speaker.

 

[DTB300]

Reminds me of GAS, The Great American SOUND Company. But I see ML has not used "GAS" anywhere - might still be copyrighted.

Like anything else in audio it is marketing and hopefully a way to get people to purchase a product. Having a statement with American (Made?) can sway some people into purchasing. This is the same thing as using Reference, Standard, Premier, etc. etc. in relations to products.

 

[Irishtom]

Hello,
I love the sentiment. However, with even parts of the ESL Series (Vista Cabinet) being manufactured in China, it is not entirely accurate.

Are you sure about that? When I recently bought my Vistas in light cherry I had to wait an extra week for delivery, I was told because the light cherry cabinets were built at the plant on a custom basis as orders came in.

 

[David Matz]

Having a statement with American (Made?) can sway some people into purchasing. This is the same thing as using Reference, Standard, Premier, etc. etc. in relations to products.

Dan,

I am not sure if I agree with this 100%. Most powerful brands are positioned at an emotional benefit level. Great examples include Disney, Nike, Apple, etc. Those positioned at an emotional level are very hard to imitate and are most meaningful to the customer.

A notch below the emotional level, is the functional benefit level. This is something like reliable, works well, sounds great, "can you hear me now?", reference quality, etc.

Finally, the lowest level is the attribute level. These are the least meaningful to the customer and easiest to imitate.

I think ML is trying to get its customers to connect to the brand on an emotional level. I am wondering if the new slogan is the best way to do it. Personally, something like "it sounds like real music" or "we bring the show to you" would resonate with me much more than mentioning geography. I may be in the minority, though.

 

[FISH_MAN]

I think ML is trying to get its customers to connect to the brand on an emotional level. I am wondering if the new slogan is the best way to do it. Personally, something like "it sounds like real music" or "we bring the show to you" would resonate with me much more than mentioning geography. I may be in the minority, though.

those slogans would imply single purpose for their product and that's very dangerous. I think what they are trying to achieve is much different.they are trying to place themselves in the "legendary" category which they have already done with many people. when you make a statement like "The Great American Speaker Company" you are saying to a new potential consumer "you did it you found the holy grail of loudspeaker companies" it reinforces someones belief that they have found the end all be all!just to be able to make a statement like that says something about what you are.

whatever the case may be it sure sounds cool.

 

[tonepub]

Yep, I'd double check that on the cabinets. When I toured the factory, they told me that they were pulling more if not all of the woofer box production back in house...

 

[amey01]

From a non-American's point of view, I like it, but I don't really think it gels with ML's market position. For a start, they haven't been around for long enough to be called "great" anything - I agree with an earlier post that I'd call McIntosh the "great American electronics company", but ML at all of 25 years of age?

Secondly, I think "great" evokes thoughts of mainstream - ie. Cheverolet the "great American car company" or Maytag the "great American washing company"......but ML is a specialist - as much as they (or the new owners) might like to think otherwise. A better slogan would be something to evoke emotions of pride in their specialist and more unique/exclusive market position.

 

[Rich]

Are you sure about that? When I recently bought my Vistas in light cherry I had to wait an extra week for delivery, I was told because the light cherry cabinets were built at the plant on a custom basis as orders came in.

When we toured the factory, they told us that all of the ESL line was fully manufactured in the U.S. and only the lower-end lines were partially or fully manufactured overseas.

 

[twich54]

When we toured the factory, they told us that all of the ESL line was fully manufactured in the U.S. and only the lower-end lines were partially or fully manufactured overseas.

Not quite Rich......Only the Vantage and up are US made throughout. (except subs of course, all made in Asia)

FWIW, crossover assembly on Vista is a mass produced Chinese variant.

 

[FISH_MAN]

I guess to make some of you happy the should even mine the metals themselves here in the US lol

just remember marketing is marketing.

 

[Rich]

Thanks for the correction, Dave. I guess my memory failed me on that one.

So that begs the question: If so much of their products are manufactured overseas, doesn't it tarnish the image they are trying to create with this slogan? Perhaps that's why they came up with this slogan in the first place instead of one that harkens to the unique nature of ESL's. They are trying to imprint "American-made" in the minds of buyers, even though many of their products are just the opposite. Seems pretty misleading. But then, that's what marketing is all about.

Personally, I wish they would spend some marketing time/money upgrading their website. I find it very slow to load compared to a lot of other websites and it seems like you have to click through too many pages to get to information you want. Then, a lot of the marketing hyperbole is a little "out there." Not to mention how off-putting that "authorized dealer" warning is when you first visit the site.

 

[repman]

I would like to see them attend the RMAF show so I could hear some of the newer products.

They seem to have been taking a lot of the shows off this year wonder if they are hurting because of the economic conditions

 

[FISH_MAN]

I really do think that warning on there website gives the wrong message it sort tells someone new do the wrong thing and we will burn you at the stake!when they have some of the more helpful service in the biz.first impression are very important I do not think the first thing new potential customers need to hear about is warranty policy.

 

[Bernard]

I'm surprised that they did not work "Vojtko" into their slogan . I am tired of seeing their constant reference to a "Vojtko crossover" as if it were something special.

 

[Rich]

I'm surprised that they did not work "Vojtko" into their slogan .

:ROFL: That is too funny, Bernard.