In a sense, these comments reflect a change in the state of mind of customers.
More than ever before, there are numerous inexpensive mixers available, and all are designed to perform similar tasks.
And typically, many customers can’t properly evaluate performance or build quality, so in this sense, the issue does come down to a matter of price, albeit within a range of features.
When the lower end of the market becomes crowded, a certain ignorance kicks in, and price is the primary method used by the consumer to differentiate products.
In reality, small mixers are not all created equal. Therefore, they’re not commodity products. But customers can and will perceive them as such without special knowledge and understanding. Let’s go a step further.
Couldn’t the actual service of providing a sound system be perceived as a commodity? How many of your customers have the ability to evaluate a sound company? How many times do you get phone calls asking the price of providing a system, only to be told that there’s already someone offering to do it for half that price?
As with small mixers, this thinking largely occurs at the lower end of the market, where the most “bottom feeders” reside. And yes, they’re more than happy to do a gig for half of a realistic price.
But, you argue, they don’t provide the same level of service, their crew is inexperienced, their gear is really not commensurate for the gig. While you know, and I know, does the customer know?
Let’s shift responsibility for this thinking where it really belongs. Simply, it’s up to us – all of us working on the front lines of pro audio, and not the customer – to make sure we’re not perceived as commodities.
It’s called differentiation: providing a higher level of service, presenting an organized, professional image, making sure we don’t take the easier/cheaper path on any gig.
Think about your own purchase decisions and how this might apply to your work, and a customer’s decision to hire you and/or your company. The one that best differentiates itself from its competition, that stands above the rest, typically wins.
If the ubiquitous Sharpie can stand out in its market, then audio professionals and companies most certainly can in theirs.
Based in the Seattle area, Ivan C. Schwartz is a pro audio industry veteran providing market and product development services to equipment manufacturers. He has been involved for over 30 years in mixing and both portable and installed sound system design and implementation, and currently works with Tannoy.