Launch of Adept Audio Brings Loudspeakers Aimed at the Security Industry
Targeting the growing interest in audio by security industry professionals, Jeremy Burkhardt of Origin Acoustics selected Keith Marshall to start up and run Adept Audio.
The world of music is littered with “one-hit wonders” that shot to fame and then were never heard from again. Looking to avoid the “one-hit wonder” tag, Jeremy Burkhardt, executive chairman of Origin Acoustics, has once again partnered with his “hit-making” partner, Keith Marshall to launch Adept Audio.
The Adept brand has been developed to provide security market professionals with a range of high performing, value-minded loudspeakers available in limited distribution that exclusively targets the security market.
Burkhardt and Marshall successfully teamed up in 2000 when they started Proficient Audio. In their previous collaboration, the duo supported security installing dealers through some of the installation industry’s most popular security distributors.
With the launch of Adept Audio, Marshall says that he and Burkhardt will take their collective experience in the audio market to meet the needs of security professionals that are expanding their services.
Opportunities in Audio Await Security Integrators
Serving as the president of Adept Audio, Marshall says he believes that the entire audio market is robust, and if given proper support, security professionals are in a good position to take advantage of their positions as homeowners’ technology experts. Marshall emphasizes that security installing dealers can provide homeowners solutions that address their whole-house audio needs, which enables users to listen to music from anywhere in their home.
He also points out that there is renewed interest in home theater thanks to formats such as “immersive audio” and technologies like Dolby Atmos. Due to these enhancements that come from the commercial cinema industry, surround sound in the home is reaching new levels of consumer popularity. This is a big benefit to security dealers who specify and install these systems too.
“We believe there’s a need for a new exciting loudspeaker brand in the security market that focuses on sonic performance, industrial design and ease of installation,” notes Marshall. “The heartbeat of the audio industry is driven by and thrives on innovation and at launch in March, Adept will come to market with a very robust array of assets. As mentioned, we are very focused on helping security installing dealers market their firms. We believe we have shaped Adept into a smart business offering — not only by providing dealers value-added marketing — but giving them some powerful new speakers that will sonically and visually connect with their customers.”
Marshall and the Adept Audio team are able to provide security dealers with the products and necessary technical and installation support, which includes marketing through the team’s collective experience.
Highlighting his team’s experience is Marshall’s four decades in the consumer audio industry. Marshall’s career includes creating brochures and ads for famous brands such as Marantz and JBL.
“When I went to work at JBL is when I learned that having great marketing for a really powerful brand is a must … but that exceptional products and world-class marketing doesn’t necessarily guarantee success,” comments Marshall. “Given this, Adept’s focus on product and marketing is complimented by working with dealers to help them close deals. That approach helps us create opportunity for our security distributors and all of the security installing dealers with whom we have worked side-by-side over the last 20 years.”
Adept Audio Products in Line With Latest Trends
Coming into the security market aggressively with a purpose-built assortment of loudspeakers and a wealth of dealer marketing and support options, Marshall says the Adept brand will initially offer security dealers a choice of home theater, whole-house and indoor/outdoor cabinet loudspeakers.
Security dealers will be able to see and hear the Adept line of products in person at the annual ISC West trade show, March 18-20 in at the Sands Expo Center Las Vegas.
Exhibiting in booth #32069, Marshall boasts that Adept Audio’s product line will enable security integrators to provide systems that reproduce wide dynamics that showcase the softest to the loudest passages of audio at sound pressure levels (SPLs) that far exceed the capabilities of generic “smart speakers.”
Helping dealers during the installation process, Marshall points to the Adept Trim-Ring, which is a tool-free mounting system that allows installers to Mount-in-Minutes Adept in-ceiling speakers.
Talking about the brand’s distribution, Marshall says the company is aligning with security-centric manufacturer representative firms and security distributors.
“Although security dealers will be buying Adept directly from their preferred local security distributor branch, we will be supporting all of those who install Adept sound systems,” asserts Marshall. “Via our toll-free lines, Adept will be utilizing installation and technical support, customer service, as well as other support functions with Origin Acoustics [Burkhardt’s AV industry custom installation brand] out of our Las Vegas office.”
Reinforcing the company’s commitment to security dealers’ success with Adept Audio, Marshall emphasizes that Loren Maldoon and Jason Dominique, each who have over two decades of experience in the security market, will work closely with Adept’s distribution partners to ensure dealer satisfaction.
Marshall adds what separates Adept Audio from other audio companies that operate in the security industry is its combination of product performance, marketing support and training, and their security industry experience.
“One of our biggest differentiators is that Jason, Loren and I have worked together in the security channel for the past 15 years. We have the experience, knowledge … and hopefully the right amount of street savvy to effectively and efficiently help our distributors and dealers with thoughtful, proactive support,” states Marshall.
“With respect to other products and brands, our differentiators are:
Sonic performance. Through competitive listening tests, we know that we can punch above our weight class, plus we timber-match across our speaker lines, which is important when you want to mix-and-match speakers during the system design stage.
Industrial designs. We developed an Adept design language with unique visual cues that carry across our speaker lines.
Easier Installation. Due to our Trim-Ring, Adept ceiling speakers are easier and faster to trim out, and just as important, are safer for installers when balancing themselves on a ladder.”
Internet Brand Protection. The Adept Internet Sales Policy, which is right at the top of our website, we will be protecting our supporting security installing dealers from unscrupulous Internet sellers by continually watching for those who make claims they can’t ethically or legally support.”
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