- Caster successfully relaunched the Beale Street Audio brand when Vanco International acquired the company in 2017. Coverage of the acquisition was tremendous across 22 top-tier industry and audio enthusiast outlets with a reach of nearly 717k.
- Caster developed an effective and aggressive PR strategy that took the Vanco name from the quiet underdog to a staple in the residential AV industry.
- Media have specifically noted that they never paid much attention to Vanco and now they are seeing their name, brands, and products everywhere they look in the AV space.
- Since signing on with Caster in 2017, Vanco has had its most successful CEDIA Expos and InfoComm shows in the company’s 60+ year history and sales for all of Vanco International’s brands, including Beale Street Audio, have seen continuous growth year-over-year.
Having been in the AV industry for 60 years, Vanco International was an established manufacturer of products and technology solutions made specifically for AV installers. In 2017, President, Brad Corbin, was ready to pass the torch onto his son Mark and take a step back in the strategic direction of the business. During the transition, Mark and the rest of the executive team did a deep analysis of the company’s SWOT (Strengths, Weaknesses, Opportunities, and Threats) and realized that brand recognition was surprisingly low.
Despite having a solid customer base of US distributors, they had for the most part flown under the radar with the media and even with dealers and integrators. Most people in the industry didn’t know much about who Vanco International was, let alone the various brands under their umbrella. One of Mark’s first big moves as President was the acquisition of industry-renowned audio brand, Beale Street Audio. As the acquisition date approached and after much discussion about their brand identity issue, Mark’s team decided that in order to maximize Vanco’s exposure as they got ready to relaunch the Beale Street Audio brand, they were going to need a strong PR strategy – something they had never considered in the past.