Save The Stereo Project Results: Action Plan Vote

Welcome to the results of the Save The Stereo Action Plan Vote.  To participate in the Save The Stereo Project, please click here.  Thank you.

PURPOSE OF THE VOTE

The primary purpose of the Action Plan vote was to determine the specific marketing tactics of the marketing campaign.

The secondary purpose of the vote was to solicit additional Action Plan ideas and feedback from the audio industry and community.  These ideas will be reviewed by the Save The Stereo Project for possible inclusion on the final Action Plan.

ACTION PLAN VOTE RESULTS

1. In recent months, the audio press has reported next-generation music lovers actively seeking out high-performance audio at festivals and dealerships. In response to this positive momentum, the high-performance audio industry should…

Do nothing. The next generation of music lovers is now self-discovering high-performance audio. There is no need for a high-performance audio marketing campaign. – 4.26%

Get proactive. Take advantage of this positive momentum and launch a marketing campaign that actively attracts next generation music lovers to high-performance audio. – 95.74%

2. While Save The Stereo Project is independently funded and participation is free, the following marketing campaign will require significant industry funding.

I understand – 93.09%

I do not understand – 6.91%

3. The marketing campaign should be multi-faceted including, but not limited to, public relations, media relations, social media advertising, search engine advertising, content marketing, and event marketing.

STRONGLY AGREE – 46.81%

AGREE – 40.96%

NEUTRAL – 8.51%

DISAGREE – 2.66%

STRONGLY DISAGREE – 1.06%

4. All marketing efforts should link directly to a central campaign website. This will allow the campaign to track and report response to its sponsors, and further engage next-generation music lovers with the positive benefits of high-performance audio.

STRONGLY AGREE – 46.81%

AGREE – 35.56%

NEUTRAL – 38.17%

DISAGREE – 3.23%

STRONGLY DISAGREE – 2.15%

5. The marketing campaign should cultivate positive online, print, and broadcast press through the constructive engagement of audio and mainstream journalists and the publications, websites, and news organizations they represent.

STRONGLY AGREE – 45.74%

AGREE – 44.68%

NEUTRAL – 5.85%

DISAGREE – 1.60%

STRONGLY DISAGREE – 2.13%

6. The marketing campaign should actively engage the mainstream media with a variety of high-performance audio content opportunities including invitations to experience high-performance audio, regular press releases on the unique health and wellness benefits of recorded music in the home, and industry-coordinated high-performance audio system loans for lifestyle articles and reviews.

STRONGLY AGREE – 51.63%

AGREE – 39.67%

NEUTRAL – 5.98%

DISAGREE – 1.09%

STRONGLY DISAGREE – 1.63%

7. The marketing campaign should monitor online and print media for negative articles addressing high-performance audio and, if necessary, immediately and directly respond to the journalist with a letter and/or press release promoting the positive benefits of high-performance audio.

STRONGLY AGREE – 35.83%

AGREE – 35.83%

NEUTRAL – 17.65%

DISAGREE – 9.09%

STRONGLY DISAGREE – 1.60%

8. The marketing campaign should utilize social media, including Facebook, Twitter, Google+, YouTube, and Pinterest to connect and interact with next generation music lovers.

STRONGLY AGREE – 56.91%

AGREE – 36.17%

NEUTRAL – 5.85%

DISAGREE – 0.53%

STRONGLY DISAGREE – 0.53%

9. Campaign social media posts, pictures, and videos should promote emerging trends and opportunities (turntables and vinyl, computer audio, portable audio and headphones, and affordable components), conduct contests, polls, and surveys, and address the identified challenges to high-performance audio.

STRONGLY AGREE – 46.81%

AGREE – 44.68%

NEUTRAL – 6.91%

DISAGREE – 1.06%

STRONGLY DISAGREE – 0.53%

10. The marketing campaign should utilize MeetUp.com to assemble local next generation music lover enthusiasts to participate in high-performance audio meetings and events world-wide.

STRONGLY AGREE – 18.82%

AGREE – 31.18%

NEUTRAL – 45.70%

DISAGREE – 2.69%

STRONGLY DISAGREE – 1.61%

11. The marketing campaign should use highly-targeted search engine advertising (Google, Yahoo, and Bing) to attract next generation music lovers.

STRONGLY AGREE – 30.27%

AGREE – 40.00%

NEUTRAL – 22.70%

DISAGREE – 4.86%

STRONGLY DISAGREE – 2.16%

12. The marketing campaign should use highly-targeted social media advertising (Facebook, Twitter, and YouTube) to attract next generation music lovers.

STRONGLY AGREE – 33.69%

AGREE – 43.32%

NEUTRAL – 17.11%

DISAGREE – 3.74%

STRONGLY DISAGREE – 2.14%

13. The advertising on search engines and social media websites should target the topics next generation music lovers have already expressed strong interest; vinyl, computer audio, portable audio, headphones, bluetooth audio, and streaming.

STRONGLY AGREE – 32.61%

AGREE – 51.63%

NEUTRAL – 11.41%

DISAGREE – 2.17%

STRONGLY DISAGREE – 2.17%

14. A traditional mass-media advertising campaign (radio spots, magazine ads, television commercials, and outdoor billboards) would require a higher level of industry funding and the assistance of an advertising agency for creative production, media planning, and insertions.  Interest and funding permitting, the marketing campaign should be expanded in this direction.

STRONGLY AGREE – 20.43%

AGREE – 31.72%

NEUTRAL – 29.03%

DISAGREE – 15.05%

STRONGLY DISAGREE – 3.76%

15. While the marketing campaign is running, Save The Stereo Project should continue to bring the audio industry and community together to focus – and stay focused – on the identified challenges of leading the next generation of music lovers to high-performance audio.

STRONGLY AGREE – 45.45%

AGREE – 48.13%

NEUTRAL – 5.35%

DISAGREE – 0%

STRONGLY DISAGREE – 1.07%

16. If you have a marketing idea that is not listed above, please describe it below.

To review the ideas submitted by the industry and community, click here.

17. Are you an audio industry member, or a community member?

I am an audio industry member – 27.13%

I am a community member, audiophile and/or music lover – 72.87%

18. If you are an audio industry member, what level of interest do you have to support and fund the above described marketing campaign?

VERY LIKELY – 7.89%

LIKELY – 26.32%

NEUTRAL / NOT SURE – 42.11%

NOT LIKELY – 19.74%

NEVER – 3.95%

19. If you have an additional comment or feedback for the Save The Stereo Project, please enter it below. Thank you for voting.

To review the comments submitted by the industry and community, click here.

 

WEIGHTED SCORE RANKING

Each Action Plan item has been given a weighted score, and ranked.  The higher the score an Action Plan item has received, the greater its priority.

Here are the Action Plan items listed in the order of their weighed score rank:

#1 – The marketing campaign should utilize social media, including Facebook, Twitter, Google+, YouTube, and Pinterest to connect and interact with next generation music lovers.  Weighted Score: 279

#2 TIED – Campaign social media posts, pictures, and videos should promote emerging trends and opportunities (turntables and vinyl, computer audio, portable audio and headphones, and affordable components), conduct contests, polls, and surveys, and address the identified challenges to high-performance audio.  Weighted Score: 256

#2 TIED – While the marketing campaign is running, Save The Stereo Project should continue to bring the audio industry and community together to focus – and stay focused – on the identified challenges of leading the next generation of music lovers to high-performance audio.  Weighted Score: 256

#3 – The marketing campaign should actively engage the mainstream media with a variety of high-performance audio content opportunities including invitations to experience high-performance audio, regular press releases on the unique health and wellness benefits of recorded music in the home, and industry-coordinated high-performance audio system loans for lifestyle articles and reviews.  Weighted Score: 255

#4 – The marketing campaign should cultivate positive online, print, and broadcast press through the constructive engagement of audio and mainstream journalists and the publications, websites, and news organizations they represent.  Weighted Score: 245

#5 – The marketing campaign should be multi-faceted including, but not limited to, public relations, media relations, social media advertising, search engine advertising, content marketing, and event marketing.  Weighted Score: 244

#6 – The advertising on search engines and social media websites should target the topics next generation music lovers have already expressed strong interest; vinyl, computer audio, portable audio, headphones, bluetooth audio, and streaming.  Weighted Score: 203

#7 – All marketing efforts should link directly to a central campaign website. This will allow the campaign to track and report response to its sponsors, and further engage next-generation music lovers with the positive benefits of high-performance audio.  Weighted Score: 193

#8 – The marketing campaign should use highly-targeted social media advertising (Facebook, Twitter, and YouTube) to attract next generation music lovers.  Weighted Score: 192

#9 – The marketing campaign should monitor online and print media for negative articles addressing high-performance audio and, if necessary, immediately and directly respond to the journalist with a letter and/or press release promoting the positive benefits of high-performance audio.  Weighted Score: 178

#10 – The marketing campaign should use highly-targeted search engine advertising (Google, Yahoo, and Bing) to attract next generation music lovers.  Weighted Score: 169

#11 – The marketing campaign should utilize MeetUp.com to assemble local next generation music lover enthusiasts to participate in high-performance audio meetings and events world-wide.  Weighted Score: 117

#12 – A traditional mass-media advertising campaign (radio spots, magazine ads, television commercials, and outdoor billboards) would require a higher level of industry funding and the assistance of an advertising agency for creative production, media planning, and insertions.  Interest and funding permitting, the marketing campaign should be expanded in this direction.  Weighted Score: 93

 

Feedback for Save The Stereo Project:

“I strongly support Save The Stereo Project and urge my fellow stereo industry friends to do the same.” - Gene Rubin, Gene Rubin Audio

“Finally, someone realized that we as an industry need to do something to prevent extinction.  Hope that influential industry members can/will pull together.” - Vade Forrester, Contributing Writer, The Absolute Sound

“I love the idea to promote, reach, and educate not just the audio lovers, but also to advance the appreciation of the music we try to reproduce.” - Ernie Fisher, Editor, The Inner Ear Magazine

"Bravo, Gordon. Your efforts to advocate for quality reproduction of music are sincerely appreciated." - Richard Schram, President, Parasound Products, Inc.

"We heartily agree with the Project. Young people are always surprised when they hear music through our Nola loudspeakers and associated electronics. "WOW!", they say, "I never thought it could be this good!" - Marilyn Marchisotto, VP/CFO, Accent/Nola Speakers

"I heartedly support Save The Stereo Project." - Bill Thalmann, President, Music Technology, Inc.

“This is just the thing needed to promote and encourage the next generation of high fidelity music listeners.” - Craig Sypnier, Owner, Audio Renaissance

“Great idea, I sincerely hope we all can get together spreading the word.  Listening to music is one of the greatest ways to decouple and relax, be it live or from a great music system.” - Peter B. Noerbaek, President, PBN Audio LLC - Montana Loudspeakers

“I wish Save The Stereo Project every success.” - Steve Daniels, President, The Sound Organisation

“High fidelity stereo enjoyment lives on through Save The Stereo Project!” - Adam Johnson, Madisound Speaker Components, Inc.

"Brilliant! The efforts of Save the Stereo Project are timely and much needed. We at Veloce Audio look forward to helping in any way we can." - Mark Conti, Managing Director, Veloce Audio

To read all of the industry and community feedback for Save The Stereo Project, check out the Feedback section.