Challenge
Minnesota-based Excellence Marketing is the most experienced AV and pro audio rep in the Upper Midwest, and one of the best in the country, with deep experience servicing some of our industry’s most storied brands. But like so many AV industry players, it woke up one day to find that the industry had transformed, but the Excellence brand and marketing had not. I was brought aboard to help reinvigorate the company’s image to communicate its many abiding strengths, including superior client service, up-to-date knowledge, and industry-leading connections.
Solution
First things first: We had to update messaging, visual identity and the website to communicate two fundamental truths about Excellence, which is that it’s at the leading edge of its industry, and is immersed in and passionate about music. That didn’t necessitate a new website; we give it a reskin and refreshed top-level marketing copy, saving a ton of money. I also took the lead in promoting online events like Shure SM48 Day, an annual celebration of the iconic SM58 Dynamic Vocal Microphone, along with live performances and interviews. In the AV industry, like everywhere else, perception is reality, and I’m happy to say that we made tremendous progress. If anyone wondered what Excellence Marketing is all about, now they know.