Memphis Car Audio
The Situation
Memphis Car Audio is a high performance car audio component brand with a relatively small but passionate following. They aimed to turn up the volume on brand awareness and sales.
The Goal
Calling on Tactical Magic to develop a brand strategy, Memphis Car Audio came to realize that they simply needed to express what they already were in a more powerful way. They didn’t need a new logo. When your most loyal customers are tattooing your logo on their skin, don’t abandon it. They simply needed to communicate the authentic Memphis street hip-hop culture that audiences associate with the brand.
The Solution
We added a grittier word-mark to a tuned-up version of their logo symbol. And a new messaging campaign for both consumers and the trade brought a more intense focus to their brand image. Marketing elements included consumer events, advertising, packaging, trade show promotions, catalogs, and specialty items.
The Outcome
Themes developed over the years featured unvarnished Memphis street scenes, authentic homegrown music (complete with a hip-hop mixtape CD), and actual Memphis street graffiti. Memphis Car Audio enjoyed growth in popularity and sales. In fact, the graffiti trade campaign alone was credited with a 40% year over year sales increase at the annual Consumer Electronics Show in Las Vegas.
