The Route to Success: Energising US Growth for a Japanese Pro AV Brand

The challenge: Reignite revenue through strategic focus 

Despite a strong product heritage, a Japanese Pro AV display brand’s latest product line was underperforming in the US market. Traditional broad-channel sales approaches were falling short, and its product marketing strategy was failing to connect with target buyers. To turn the tide, the brand needed sharper insights and a more tailored route-to-market strategy. 

The objective: Refine, target and activate 

To fully address their commercial challenges, the brand’s senior executives commissioned our consulting and advisory team. Our focus was threefold:  

Our approach: Market intelligence meets strategic mapping 

We began by conducting a detailed analysis of historical market performance. Our study incorporated key metrics such as market value, volume, brand share and core product specifications. This provided the brand with a foundational understanding of where its products sat within the wider competitive landscape.  

Alongside this, we also conducted in-depth interviews with key market influencers, including consultants and systems integrators. Their feedback helped to uncover previously underappreciated strengths in the product line, as well as identifying perception gaps that were limiting wider adoption. 

Building on these insights, we developed a vertical market strategy centred on four high-opportunity segments, namely: 

For each segment, we provided a comprehensive market update, along with a curated view of relevant industry associations, major trade shows and events, and an ecosystem of strategic partners. This included guidance on which architects, consultants and AV influencers held sway within each vertical, helping the client to initiate highly targeted engagement campaigns and focus in on the most lucrative opportunities. 

The result: Turning influence into opportunity 

By following our strategic guidance and implementing the recommendations, this Pro AV brand has strengthened and redefined its US go-to-market strategy. It has aligned its messaging with the needs of key strategic partners, and prioritised relevant, high-value verticals, which resulted in a significant uptick in customer engagement.