Established in 1969, Sama Sound has long been one of the leading companies in the pro-audio industry and represents many major brands in the region.
This latest appointment came at a time when both parties were seeking new opportunities to expand their business with different partners. “From our perspective, developing a premium speaker portfolio was part of a strategic plan we had in place for a while, and we agreed to begin this exciting new journey, recognising that Martin Audio is a premium brand in the market, with a reputation built up over many decades,” stated Sama Sound president, Jason Inn.
He emphasises that their first priority will be an educational one, apprising customers of Martin Audio’s technical philosophy and eminent history in order to generate brand loyalty. “MLA is obviously the system that the majority of people know, but, Martin Audio has an excellent all round product range, from Blackline X upwards. We also believe Wavefront Precision series has strong potential in some vertical markets.”
Rental, Theatre and HoW markets will be the main targets for line array products, they believe. “But really there is no limitation in other vertical markets we can penetrate, since Martin Audio’s product range has been well planned and thought out.”
As has Sama’s own marketing strategy. They are planning a series of marketing activities to promote the brand, focused on ‘Experiencing Martin Audio’. This will begin with a launch event on August 21st in which the core message will be ‘Experience’. This will focus on Martin Audio’s history, technology, philosophy supported by staff from Martin Audio and an MLA demo. Different music genres will be played for audiences including live traditional music to show how the system will deliver authentic Korean music.
“Since there have not been many opportunities for people in the region to listen to music via MLA so far, we strongly believe it is going to surprise a lot of people,” says Mr. Inn. Training and further product demonstration will follow in the aftermath.
In conclusion, he said, “Having looked carefully for opportunities to expand our product portfolio, we believe that with the acquisition Martin Audio we can now comprehensively service the market and grow together, increasing market share by developing synergy with our current partners. We are extremely excited about the new journey.”
Martin Audio’s APAC Account Manager, Andy Duffield responded, “Sama Sound has enjoyed great success over many years in the Korean market, both in Rental/Touring and the wider installation market. With Martin Audio’s proactive product strategy generating above industry growth in APAC both in 2017 and year-to-date, we felt the time was right for a change in our distribution to ensure success across all vertical markets.
“In looking for a new partner we were impressed by the professionalism, attention to detail and commitment to the brand shown by the team at Sama Sound. This, plus their highly proactive and connected approach to the market, made the choice easy for us. We are thrilled at the prospects of working with Sama Sound in the years ahead.”