DJ product resellers and other retailers of lower priced products. That market proved to be particularly hard hit in the
IN THE NEWS
Making an Impact Kate Lyon talks to Nothampton-based Impact Products on the company’s latest developments and positive approach to Brexit . . . UK - Since 2005, Impact Products has been supplying a wide range of products to the entertainment industry, focusing primarily on the professional audio and lighting markets. Based from its Northampton birthplace, Impact is still steered by its founders and owners, Jeremy Kennedy and Grant Lester who remain firmly at the helm. As part of the Solutions Group (UK) PLC family, Impact joins with other electronic businesses specialising in the manufacture and supply of premier products and services to the industry. “Impact launched with a team of experienced sales people, warehouse staff, customer service, service department, accounts and marketing,” opens group managing director, Grant Lester. “Impact quickly grew to a multi-million pound business and staff were added as the business grew. Our core market was the installation of systems in entertainment venues and business premises and our initial launch brands included Shure, Denon, Martin Audio and Le Maitre to name but a few. Back in the early days, our customer-base included clients from the MI marketplace, DJ product resellers and other retailers of lower priced products. That market proved to be particularly hard hit in the following years and our business in this area is now quite small, whereas the install market grew quickly and is now one of our main business sectors alongside production hire.” To complement the market leading brands used by Impact, the company has developed a range of products to offer customers a full and complete service for installation and production services. General manager Keith Williams explains the rationale: “We have developed four brands to complement the range of premier products we offer. These include Lightspace, a
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decking and truss brand; Rhino, a flightcase brand; Brooke, a pro audio range and Lanta, a predominantly LED-based prolighting range. All offer bespoke solutions in addition to standard off-the-shelf ranges. We recently supplied a bespoke stage to a customer responsible for the world’s number one female singer presently on tour.” “Impact own brands are manufactured mainly in Europe, with some nonstructural products from the Far East. We have exclusive agreements in place with our key manufacturers and oversee quality to ensure we offer the best performing products. Our premium brands are also manufactured from a range of locations worldwide.” The newest addition to the range is Lightspace which is a range of decking and truss products that has proved to be the company’s fastest growing brand. Williams expands: “Along with the two main sectors of decking and truss, there is also a range of accessories such as step units, handrails and even podiums. We started by redesigning the industry standard 8 x 4ft deck range, made it stronger and more accurately manufactured. Better quality timber tops and competitive pricing along with a wide range of sizes and shapes made it an instant hit with the trade. This was joined
by AirStage, a lower cost, lighter duty metric stage system also with a range of handrails, steps and so on. All of the stage and truss ranges are built in Europe to ensure top quality and full TUV rating. It is a perfect fit for leading products like Milos with no compromise on performance or strength. We offer innovative new products to speed installation and save money. Combining this with superb value for money has made the range a huge success.” Like any forward-thinking organisation in a crowded marketplace, Impact has developed a proactive and enthusiastic marketing department. Theresa Gibson is group head of marketing. “The entertainment industry sector is very competitive, with more and more suppliers entering with similar products, chasing the same customers. If price is the only measure, then we certainly don’t want to win the race to the bottom. Buy cheap - pay dear. It’s our job to demonstrate best value and fitness for purpose. Service and support are also essential if a business is to grow and succeed. The last couple of years has seen an increase and more focused marketing drive for Impact which has resulted in the launch of new brands, design and production of a series of product focussed catalogues, numerous events, targeted marketing campaigns
B Grant Lester, group managing director Keith Williams, general manager Theresa Gibson, group head of marketing
and a new website for both Impact and Lightspace, ultimately raising Impact’s profile and continuing to build strong brand loyalty and awareness in the market.” “Brand differentiation is key to demonstrating why a client may choose to buy Lightspace,” continues Gibson. “We have to be better than their present suppler in every aspect if they are to switch to our products. Safety is the number one priority, followed by ease of installation, lifespan, compatibility, flexibility of design and finally value for money. If we can gain interest with focused marketing rather than waffle and nonsense, professional buyers will pay attention. We have a field-based sales force that will bring products to the customer to try before they buy. Or customers can use our Northampton showroom or branches around the UK to inspect and assess our products. They must be totally satisfied that the decision they are making will fully meet their demands and expectations.”
Gibson is enthused by the success of the Lightspace range: “Lightspace products have been used extensively by some the top rental companies for tours, festivals and major events. We have provided bespoke solutions for the automotive industry, film and leisure customers. They can be found at major festivals, prestigious manufacturing plants, leading museums and on large-budget film sets. Lightspace products have achieved global reach with recent orders spanning Australasia, USA, the Middle East and Europe. Strong marketing support from a dedicated brochure and website, and our leading showcase product displays at events over the last year has really put Lightspace on the map.” Gibson feels that the combination of quality products and intelligent marketing is key to maintaining the company’s position in the market and recognises the importance of PLASA within that strategy.
She continues: “PLASA has been instrumental in our growth in the UK. The ability to show a large number of potential customers how good our products are is invaluable. They can wander around the show and compare us to our competitors. When you are proud of your designs, you have no fear when being compared to others; in fact, we welcome comparisons. The PLASA Focus shows have been especially beneficial for us in giving us a platform to reach our customer base in the North of the country and our Scottish market. Also, increased involvement with member events and networking opportunities has been great for us.” Looking to the future, Gibson is more than positive about Impact’s place in the market: “All of the brands are bringing new ranges and products to market next season. We will make sure we use a number of mediums and various marketing initiatives to keep our customers up-to-date with these exciting products.”
Williams agrees: “The business is now 12 years old and continues to grow. Our attention to detail and going the extra mile makes all the difference. For example, we sometimes get calls late on a Friday afternoon from a customer that urgently needs to replace an amplifier or add some more radio mics for an event that is starting in a few hours’ time. We will drive across the country to support our customers. This builds loyalty and trust.” The final word goes to Grant Lester; who is no less positive, particularly about the forthcoming exit from the EU: “We are very fortunate that the imminent Brexit deal has made the UK a very good place to export from. The drop in Sterling has already generated enquiries and some substantial orders from overseas. To date, we have focussed our attention on the UK, but the new opportunities in exporting now present an irresistible target for Impact in the coming years.” I P //impact-products.co.uk
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