“Having built and operated one of the world’s top physical pro audio showrooms, I’ve seen how each customer needs a unique mix of information, from emotional to technical, to feel inspired and conﬁdent to make a purchase,” relates Jeﬀ Ehrenberg, Audio Test Kitchen’s Head of Sales. “We very consciously built an online tool that puts the proof each individual needs at their ﬁngertips while enabling the manufacturer to accurately represent what their products can do.”
Manufacturers in any product category – from software to audio interfaces to drums and guitars – can have high quality, cross-comparable sound samples produced by ATK as part of their Player subscription, as well as the ability to upload their own content in hi-res. For ATK’s 55 existing microphone manufacturer partners, 46 fully cross-comparable audio samples on sources ranging from vocals and guitars to robot drums and a Yamaha Disklavier will be included with the Player subscription.
“Manufacturers approached us saying they wanted to increase consumer conﬁdence and brand trust online through guided product demonstrations that up until now were only possible in person,” Oana elaborates. “It was from these conversations plus our experience serving millions of microphone demos on our website that we created this new platform that in many ways surpasses in-person demos. A consumer gets to demo products on their own terms, in their familiar environment. There’s no sales pressure, but there’s a clear path to purchase.”
It’s not just in challenging times with cancelled and postponed trade shows that manufacturers and consumers need a compelling way to demo products. The vast majority of consumers will never make it to a showroom or a studio to try a product before they buy. The ATK Player empowers the manufacturer to provide trust-building, interactive experiences with their products and gives consumers a chance to ‘try before they buy.’
“The breakthrough of the ATK Player is that it is the ﬁrst purpose-built platform for product demonstration and audio comparison designed for Pro Audio and MI manufacturer websites. How cool is it for consumers to have an interactive, guided audio demo on their phone?” says Alex Oana. “It pops up anywhere on the internet whenever a gear researcher needs eﬃcient product information, complete with how it sounds.”
You can check out The ATK Player at https://www.audiotestkitchen.com/player.