BOSTON ACOUSTICS INC., Peabody, MA, makes high-end speakers for car and home. With the rise of the PC, it hit upon a new market: computer speakers. But the image-conscious company didn’t want to weaken its brand by selling them through computer retailers who trade mostly in cheapie speakers. So it’s going direct.
“The direct model in computer retail is an accepted channel,” says David Kusek of Digital Cowboy, the Cambridge, MA, new-media consultants hired by Boston Acoustics.
At press time, different offers in different media were being tested, including print, direct mail and online (www.bostondirect.com). “It’s an interesting product because it’s a computer peripheral and it’s fairly easy to get at people who are potential customers,” he says.
Network
