Mobile Electronics Magazine May 2016

Page 45

with another 100 guys. For retailers, I sent them exactly what comes out of the box. For do-it-yourself customers, we created a folder and cut up a sample 8- by 8-foot square. Once retailers and these other customers saw Perfectionist was attached to it, it gave the product some credibility.” The response has been positive, according to Schwartz. A big reason is because the product is truly unique. “It combines three layers of material—butyl rubber, foil, and acoustic foam,” he said. “When you get serious about sound deadening—and it is the foundation of the sound system—it allows you to make the environment quieter so you can control more things.” By combining the three elements in one product, Schwartz said, he is ultimately helping installers save time. SoundSkins also comes in large 20- by 79-inch sheets. “Instead of laying down rolls one at a time, you only have to do the install once,” Schwartz said. “We made really large sheets so you can almost go on the floor from the front wall to the back seat in one run instead of doing square, square, square, square.” For marketing, Perfectionist is relying on the old principle that a picture says a thousand words. Nowhere is that better employed than on Instagram where Schwartz said he is getting exposure for the product. “I love giving shout-outs,” he said. “Every shop that sends me pictures, I shout them out. We had a dealer in California who sent me a picture that I posted on my Facebook page and he got 881

likes. So now 881 folks know who he is. So what does that do for the retailer? Well, they get super excited because they get all these likes. And for the big picture, when is the last time you got excited about sound deadening? So we’re making sound deadening cool, and everyone wants to be part of the club.” Another big selling point for retailers is the hassle-free nature of the product. “We are dealing with a consumable product,” Schwartz said. “Once it goes in, it’s stuck to the floor. You’re not going to have someone rip it up, send it back, and say it’s broken. It doesn’t break.” For now, Schwartz is excited to continue getting the product out in the market. “I’d love to see us hit 1,000 stores and it doesn’t have to be only in the U.S.,” he said.

SoundSkins was created for installers by installers. It features denser foam to block more outside noise while still eliminating echo and vibrations.

Spreading The Sound Gospel Looking ahead, he’s already got some new products in development. All of them are within the same category. “One thing that keeps Perfectionist unique is that we haven’t expanded into a lot of different areas,” Schwartz said. “A lot of shops around the country get worried when things get slow. So they start bringing in something else. They do window tints or bed liners or truck accessories. They start spreading their business wide. So then the problem is you’re really wide, but you have no depth. So with Perfectionist, I never opened a second store. We never did window tints or bed liners. We stick to what we know. We’re really good at audio. We’re really good

Founded in 2014, SoundSkins is designed to improve the sound quality of a vehicle’s speakers.

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