In the previous blog post we explored the challenges of marketing. Today we're looking into the Sigberg Audio customer and who we are building for.
I want my music to sound awesome. Don't you?
Sigberg Audio speaker systems are built with high quality components, through a combination of engineering, measurements and listening sessions. Designed for accurate, neutral music reproduction at realistic sound levels. But more than that, it is important to me that our systems work for real music. And that they makes me feel something.
I don’t listen exclusively to classical or perfectly recorded audiophile tracks. I listen to pop, EDM, rock, metal—the music I grew up with.
In many ways, the original target customer was me. I want my music to sound awesome, and I want it to evoke memories. Of the summer of my life, or the winter of a bad breakup, or the last time I stood in front of a stage and felt the bass in my chest.
When developing a new product, the goal is never a specific budget or price point. It’s simply to build the best possible version of whatever I’m envisioning.
A more conscious idea of the typical Sigberg Audio customer has taken shape over time. Partly as a deliberate direction, and partly through conversations, feedback, and long email threads with the people who’ve chosen to invest in our products.
The Sigberg Audio customer
While not everyone ticks every box, we've noticed some clear patterns among those who connect most deeply with our products and philosophy. I've tried to list them below in no particular order.
They..
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Have been passionate about both music and hifi for much of their life.
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Have reached a point where they want to treat themselves to a truly great system. Maybe the kids are growing up, and / or the financial means are finally avaialble to purchase that dream system?
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Are ultimately more interested in enjoying music than endlessly chasing new gear.
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May have gone through a "snake oil" phase, but now reject the idea of magic cables and audiophile-grade network switches.
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Care about the science and engineering behind what makes a speaker sound great.
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Spend time researching and comparing options before making a decision.
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Occasionally enjoy playing their favorite music loud, and would like to do so without audible compression.
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Understand that the room matters—and appreciate how acoustics shape what they hear.
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Are willing to invest in quality when the performance is real.
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Are either familiar with, or open to learning about, DSP and EQ.
- Understands the benefit of subwoofers for full-range reproduction of music—not just for home theater.
Why it matters
Understanding who I'm building for is essential to understand how to brand, market and how to engage with our potential audience. While staying true my own beliefs, I need to understand who the customers are, and who they want to be tomorrow.
The direct sales model is an incredible tool in this regard. We don't just ship a container of speakers to a dealer, we interact with almost every single customer both before and after the purchase.
In conclusion - I can’t think of anything sadder than spending a ton of money on a high-end system, only to limit yourself to jazz trios and test tracks. If you believe pop, metal, rock, and EDM deserve great sound too—then you’re our kind of listener.
Feel free to reach out. I’d love to explore if Sigberg Audio is the right fit for you!
See also:
The Challenge of marketing Different
A Candid Look Behind The Costs Behind A Sigberg Audio Product
