Why industrial design remains at the heart of KEF’s DNA
Loudspeaker manufacturer KEF is known for its balance of sleek industrial design and premium performance in its products, from wall-mounted and architectural speakers to bookshelf and floor-standing models. The company notes that it can help integrators address design-conscious customers with the good audio solutions to meet their aesthetic and hearing needs.
“I recently met a marketing agency that studies consumer trend analysis. COVID has created a shift in consumer behavior and thankfully our industry has benefited from their newfound interest in home improvement,” says Stephanie Scola, Vice President, Marketing, KEF.
“This agency did a digital language cleanup and found that consumers can’t articulate exactly what they’re looking for when it comes to connected systems, theaters and whole-home audio: They want guidance. They want that their system looks and sounds stunning.
KEF can back up that conclusion through consumer surveys and social activity — especially Pinterest, Scola says.
“We were surprised at how many people were pinning KEF content to home theater and living room ‘boards’. Industrial design has always been at the heart of KEF’s DNA,” she adds.
“This has allowed KEF to meet the desires of today’s consumers,” says Scola. “The number of women pinning our content was impressive, but the number of men pinning surprised us given that Pinterest has been a big hit with women.”
The KEF Music Lounge, which represents a perfect union between elegant interior design and integrated high-end audio bliss (and a Ultimate home theater certified 9.10.6 THX to boot), allows the company to educate its partners on how to design an integrated audio experience, she adds.
“We also increase consumer awareness so that we can send you leads,” Scola notes.
“Document and photograph your projects — show them the possibilities. Whether you prefer a discrete in-ceiling audio system or a mix of high-performance in-wall/floor-standing speakers in the living room, with the right brand partner behind you, it’s all possible.