Mackie targeted this segment of the market and designed his mixers with value and performance in mind, paying particular attention to durability, versatility and ease of use. The keys are price, performance, reliability and the perception of quality among consumers and salespeople. Low-tech advertising Marin says the music industry is driven by endorsements. If Eric Clapton uses a Stratocaster guitar, then everyone wants to use one, he explains. But Mackie does not have a paid artist-relations program.
Musicians feel they can relate.
In an industry dominated by European and Japanese brands, the company wants to emphasize that its products are American-made. It's a major source of pride. The Mackie message is spreading to more than just domestic consumers. Exports currently account for one-third of Mackie's sales. Koliha believes the company's message is universal and hopes Mackie's presence will continue to pervade the international music scene.