what’s happening Brent Leavitt Low Notes Garage Boise, ID Steven Ledford Cartunes of Atlanta Atlanta, GA Erick Markland Markland Designs Lithonia, GA Christopher McNulty Driven Mobile Electronics Chantilly, VA
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oey Schultz has had to do many things to make the Top 50. Due to his store, Eminent Hi-Fi, being located in the rural area of Rexburg, Idaho, Schultz has had to combat low income residents that include students from the local college. But that hasn’t stopped him from using creative methods, including his own installation style, to draw customers. When the business was new, Schultz said they were trying to get whatever business they could, focusing on the entry-level customer to get by. “I would bring in a couple higher-end pieces, but I wasn’t expecting anyone to buy them,” Schultz said, recalling when he served customers who were just looking for the cheapest amp. To overcome the low numbers, Schultz experimented by harnessing the power of social networking and spending much less on advertising overall. By putting out quality content, word-of-mouth became the main marketing tool. It was boosted through community outreach, which, in 2005, included a special build to attract the younger generation. The shop gave away a custom vehicle to local students to inspire them to stay in school, according to an article in the Rexburg Standard Journal. “The car
18 Mobile Electronics June 2017
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was originally bought for $650 and was completely reworked with new interior, wheels and sound and video systems,” the article stated. In recent years, the business has grown steadily by focusing on high-end work. Today, the business has been open for almost 17 years. The longevity can be attributed to adjusting to the market through rebranding. “A weird thing happened. We redid our signage. We started plastering that everywhere. We changed it to ‘Noise for your toys.’ We changed all that about three years ago,” Schultz said. “That was when our business went to the next stratosphere. I bought out the place next to me, expanded and worked on having a nicer fabrication facility.” The slogan, “Noise for your toys,” helps the store define what they do and sets them apart from other shops. Schultz backs up that slogan with his own installation style that combines quality sound and creative custom fabrication. He attributes his making the Top 50 to one core concept. “I’m always trying to evolve and get better. Learning new techniques and trying out new ideas is what I love to do!” he said. “I’ve always loved working on cars and I also have a huge passion for music. Car audio is a natural fit for me.