K-array has launched a new advertising initiative that places a higher importance on people rather than their products to celebrate end users in their professional roles.
K-array’s new campaign Uniqueness describes performers, engineers, integrators, designers and many other hard-working professionals in the entertainment industry to shine a light on their accolades and storied careers as a thank youfor believing in and contributing to K-array’s success now, more than ever, in these difficult time given the current global health crisis.
Above all, the Uniqueness campaign identifies those professionals who produce exceptional work and by recognizing the benefits of employing unique audio solutions have partnered with K-array to further distinguished themselves as leaders of innovation in their respective sectors.
These professionals include Beyoncé FOH Rick Camp, yacht designer Francesco Paszkowski, DJ duo Nervo, sound engineer Daniele Tramontani, Latin Grammy winner Mariano Beyoglonian, long-standing Ushuaia nightclub DJ Luciano, Claudio Baglioni FOH Maurizio Nicotra and many more.
Stefano Zaccaria, VP Global Sales & Marketing at K-array, strongly believes the power of storytelling through testimonials, and he says:
“Word of mouth marketing continues to be one of the most powerful tactics also at K-array, but we don’t want simply ask for referrals and recommendations and compose these into a normal storytelling format; people who has worked together with us are our best testimonials and they have more uniqueness to highlight.
I strongly believe that testimonials as well as case studies, are one of the best instruments we can utilise to help build trust with our prospective clients.Case studies and testimonials provide persuasive content that K-array can use to highlight the value of its products and services through its storytelling; it will humanise our work, enabling potential customers to better understand how our products and services helped solve real problems experienced by their peers.
With such a library of these powerful marketing materials, we can help the K-array’s communication project a lot and we are sure that partners, users, and customers trust each other more than they trust brands generally.
Since the new K-array’s web site is on, our case studies are a detailed storytelling pieces, showcasing what solutions we used to address our customer’s problems, and the business impact of solving those problems. In this new advertising initiativetestimonials are presented in a resume style format; they are partners as well as primary customers who re-affirm the value they received from our product or service they purchased or utilizedand overview on how it improved their problems or their way of doing things”.