CASE STUDY
Michell Engineering.
Michell Engineering is the oldest, continual production turntable company in the world and one of the most recognised and respected brands in the HiFi industry. For over half a century, the company has created iconic, reference-class turntables appreciated by audiophiles worldwide.
However, the high-end audio marketplace has changed drastically since the company's foundation. To remain relevant and noticeable in today's digital world, the brand needed to refocus and discover new ways to make sales whilst maintaining its traditional dealer network.
CoshNiven was called in to help.
We started by studying how consumers purchase high-end audio products globally and carried out deep competitor analysis. This knowledge allowed us to define new routes to market, which work in tandem with existing distributors and dealers.
We then turned our attention to how the brand is perceived by its audience and learned that the word 'engineering' didn't fit particularly well with what is seen to be a luxury lifestyle product range. So we redesigned the company's entire identity to position it squarely in the high-end audio sector.
Once the new branding was complete, we built an informative sales-led website which allows customers to purchase upgrades and accessories directly from Michell whilst keeping the sales of core products available solely from traditional HiFi dealers.
We then revamped Michell's entire social footprint. Focussing only on Facebook and Instagram, CoshNiven started to build an online fan community by encouraging customer engagement through customer photo galleries and customer experience. This community spans both Michell's social pages and independent user groups.
But we didn't stop there. We are also actively involved in helping Michell develop new products and upgrades. By utilising CoshNiven's client network, we have brought in the right people at the right time to rapidly prototype and release new products and upgrades.
The fruits of CoshNiven's involvement have been fast and plentiful. The new branding has been well received globally, and community engagement has increased beyond what was initially expected. But, most importantly, the brand is now highly evident across all of its audiences' platforms, and sales have rocketed.
• Marketing Strategy
• Product Strategy
• Branding
• Copywriting
• Design
• Website Design
• E-Commerce
• Digital Marketing
• Social Media
• Photography
• Product Design
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