By Chris Cook

For me, not a day goes by without hearing about another addition to the wireless landscape. Whether a new phone, service offering application and/or network, we are barraged with a plethora of wireless offerings designed to improve our world. On the other hand, I hear little about innovation in the mobile electronics industry. Mostly products announced appear to be more evolutionary than revolutionary. I’m not saying we have no innovation, but the trends from our past that provided us with new digital innovations have been few and far between.

So what can we do to pull excitement from others to bolster our own presence? First, take a look at how you are presenting your store to the consumer. This presentation defines how you are perceived thus opening or closing the door to new business.

That said, are you taking full advantage when marketing the name Mobile Electronics? As I mentioned, consumers may be confused as to which products are for sale behind your doors. For me, the name is still synonymous with our industry and no explanation is required. However, from both the wireless industry and for many consumers, our name provides confusion not clarification. Take a moment to think about the wireless phone industry. Do you see a connection to our industry or do you view them as one industry? I tend to see them as one but also separate, with some overlapping areas. However the separation may be more confusion of each rather than an actual difference.

Let’s take the title for what it is and market and sell products that fit under this ever-broadening umbrella. If you have the ability to broaden your offering to include both wireless accessories and traditional car audio and video products then take advantage of the name and position your store as a one-stop shopping experience offering many ways to connect and enhance both traditional mobile electronics and wireless devices. By making the wireless connection with consumers you will add value to your marketing and hopefully draw more customers into your store!