Each January, the global musical instrument (“MI”) retail industry congregates in Anaheim, California for the NAMM show – the largest trade show of its kind in the Americas. This year saw the show attract a record-breaking 90,114 registered attendees (up three percent over 2010) to see 1,417 exhibitors.
While Electro-Voice has been exhibiting successfully at NAMM for decades, this year saw the brand take a dynamic new direction with a stunning new booth design – complete with soundproofed loudspeaker demo room – and three breakthrough new products launched at the show, all demonstrating a strong, renewed focus on this important market. With over 1000 sales leads generated by the end of the four-day event – one of the highest amounts ever recorded at NAMM – it was clear the EV is back into MI retail in a big way.
Soon after NAMM opened its doors at 10 a.m. on Thursday, January 13th, the EV booth was crowded with press representatives and customers eager to meet the new products, all of which were designed to bring EV audio quality to an extremely competitive price point – with no compromises.
Presented under the banner “Serious Sound,” the stars of the show were the new Live X family of powered and passive loudspeakers, engineered from the ground up to deliver legendary EV sonic performance and exceptional value. Features include lightweight, solid wood enclosures, highly efficient Class-D amplifiers, and high-performance woofers and high-frequency drivers.
The new R300 wireless system also brings high-end features to a more accessible position, with rugged metal construction and EV’s unique, user-friendly ClearScan™ and EZsych™ features – all helping R300 stand out from the pack as a pro solution at the right price.
The new RE320 vocal and instrument microphone fine-tunes the form and key features of the classic RE20 broadcast microphone for the MI retail market, with patented features like Variable-D™ and innovations including a “dual personality” switch (optimizing the mic for either kick drum or instrument/vocal duty) offering exceptional performance and versatility.
All three products made a bold statement: bring world-class audio performance within reach for every customer.
The only one of its kind at NAMM, EV’s 400-square foot on-booth demo room (named the “Live X LaunchPad”) saw the company raise the bar high for other loudspeaker manufacturers, and it quickly became one of the must-see destinations at the show – a place to both see and hear EV in action. A seven minute program, complete with a synchronized video and light presentation, offered guests complete immersion in the sound quality that sets Live X apart from similarly priced systems. The steady stream of grinning faces leaving the demo room made it clear that Live X is going to become the most talked-about line of portable loudspeakers that EV has ever produced.
The radically redesigned booth and on-target new products made a bold statement that caught the attention of customers and industry insiders alike. The buzz caught the attention of the NAMM Daily magazine, which featured EV headline stories every day of the show. The press also stopped by to present EV’s Tour X and ZXA1 loudspeakers with Pro Sound Web best new product awards for 2010. On a video display at the booth, EV’s Facebook wall was also alight with positive feedback about the new products, with many posts made directly from the show floor after customers left the demo room, and hundreds of new friends added.
The goal was simple but important: connect with the musical instrument retail market with relevant products, relevant prices, and relevant presentation. Thanks to everyone involved in making the show such a strong start to the year!