12 Volt Group to Alter Course

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The 12 Volt Initiative said it will reinvent itself after learning from its first car stereo awareness campaign.

The group will elicit help from a marketing firm to determine the next campaign plan.

“We still strongly believe in the Initiative’s core mission of generating consumer awareness of 12 Volt aftermarket products and what they can do in their car today,” said Mike Kahn of Sony in a press release.

Steve Witt of DICE Electronics said the Group’s first viral video campaign in 2009 “generated a great deal of feedback from the 12 Volt Industry. We’ll be using this valuable input on the Initiative’s new strategy.”

The Group’s steering committee includes people from Alpine, Clarion, Kenwood, Pioneer, Sony and DICE.

The Group’s next step will be to try increase industry participation and then contact marketing firms to help create a plan for the next campaign.

It is widely known that while the 12 Volt Initiative succeeded in bringing industry members together to help promote the industry, the group has been unable to secure funds for a second campaign during a tough economy.

Pioneer’s Larry Rougas said the difficult economy is all the more reason for industry members to band together to promote its products.

Source: The 12 Volt Initiative

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2 Comments

  1. The only way they are going to ‘illicit’ help/support from the 12Volt industry is by having members of its board INDEPENDENT SPECIALITY RETAILERS (I can think of a half dozen that would be happy to do it.

    However, if the same people are going to be at the helm of this ship…………Please stop it before it does more damage than good!

  2. Paleeze,

    are they going to elicit the same marketing firm and fail again? Wasn’t it part of Pioneer to begin with?

    The viral was a joke and showed no professionalism of what this industry is capable of. I can’t wait to see the next one, well I hope none of my clientèle see it and associate my crew with it. Totally humiliating!

    I rather see Will Castro destroying a perfectly good vehicle then another teenie viral video

    I am totally amazed with the lack of vision and the corporate double standards in this industry

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