CE Pro September 2021 - 48
CE PROFILE
Ovation
The Ovation showroom
has a steady stream of
visitors starting Thursday
afternoons with peaks of
more than 50 customers
on most Saturdays.
Taking Off & Looking Ahead
Clearly, this was the kind of space where
Poynter could make his dreams come true.
Cruzan set about building out the space and
by the end of February 2020 they were finally
ready to open the front part of the showroom
when ... COVID-19 lockdowns closed
the store.
It couldn't re-open until June, and even
The new store location
has everything from $50
Klipsch headphones to
$100,000 Klipsch/McIntosh
systems on display.
then, only in a limited way. Says Poynter,
" This was not good timing for the amount of
investment to build out the store, but a PPP
loan got us through the spring and by the end
of the summer we were on our way. "
Gradually, as COVID restrictions began to
ease and customer demand increased, sales
started to build. New marketing efforts from
Deborah Smith Group included updating and
toning down the logo, colors and look and
feel, and designing an all-new midwestern
lifestyle-themed website that debuted in late
June (ovationav.com). Ovation started off
with a postcard mailing to every high-income
residence in Carmel.
Ovation continues to run TV ads every
month and went big with a summer Olympics
package. " The TV advertising has really paid
off, getting us noticed by the right profile
customers throughout Hamilton County, "
Poynter adds.
All of these things, plus the impact of Poynter's
efforts to renovate the front building
façade and erect a huge Ovation sign that
is visible from multiple directions, have all
contributed to a steady stream of floor traffic
that begins late afternoon on Thursdays and
peaks with more than 50 customers packing
the store on most Saturdays.
" We're seeing young and old, new home
buyers, basement remodelers and apartment
dwellers, audiophiles and retired surgeons. We
like to think we have something for everyone
from $50 Klipsch headphones to $100,000
Klipsch/McIntosh systems, " says Cruzan.
Now, when previous clients come into
the new store for the first time, instead of
feeling deflated by the small size of the store
compared to years ago, they are amazed and
48 | CE Pro September 2021
cepro.com
http://www.ovationav.com
http://www.cepro.com
CE Pro September 2021
Table of Contents for the Digital Edition of CE Pro September 2021
CE Pro September 2021 - Presentation
CE Pro September 2021 - Cover 1
CE Pro September 2021 - Cover Gatefold 1
CE Pro September 2021 - Cover Gatefold 2
CE Pro September 2021 - Cover 2
CE Pro September 2021 - 1
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CE Pro September 2021 - Snap One Gatefold 1
CE Pro September 2021 - Snap One Gatefold 3
CE Pro September 2021 - Snap One Gatefold 3
CE Pro September 2021 - Snap One Gatefold 2
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CE Pro September 2021 - CEDIA Floorplan 1
CE Pro September 2021 - CEDIA Floorplan 2
CE Pro September 2021 - CEDIA Floorplan 3
CE Pro September 2021 - CEDIA Floorplan 4
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CE Pro September 2021 - Cover 3
CE Pro September 2021 - Cover 4
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