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Monster Reinforces Commitment to Custom Install Specialists

Introduces Gratitude, Trumpet & iSport headphones

June 22, 2011 By Stephanie M. Adamow
Monster Cable is never short on announcements. The company certainly did not disappoint at CEA Line Shows in New York City on June 22. First, Head Monster, Noel Lee, reinforced the company's commitment to the custom integration channel with a partnership with the Home Entertainment Source buying group, which will officially kick off at CEDIA EXPO 2011 with a wide range of exciting planned activities during the convention.

As an HES Primary Accessories Provider, Monster will work with the buying group and its members to ensure that all Monster products, including connectivity solutions, power conditioning products, flatscreen TV mounts, headphones, mobile accessories and more, are merchandised and promoted for maximum sales, helping all HES retailer members take full advantage of the rapidly evolving CE space to grow their businesses. Notably, Monster is creating a specially customized version of its acclaimed M5 training program, specifically designed for HES retailer members.

Also emphasizing its focus on the CI specialist, Lee announced the "Power of Four" strategy for HDMI, a partnership between Monster, D-Tools, Lutron and SpeakerCraft, where the companies will host sessions for the independent retailers to generate ideas for growing business and generally "stir up the pot."

In its more "kitchy" areas of business, Monster's Tim Pryde debuted the CleanTouch, an all-in-one anti-fingerprint and anti-microbial applicator pen that cleans and disinfects computer and smartphone touch screens.

Elbert Lee detailed the company's recent participation in the Electronic Entertainment Expo (E3) where, in a video shown during Line Shows, rapper Xzibit proclaimed his admiration for Monster's new TRON-inspired gaming headphone.

Monster's affiliation with entertainment megastars, as it has in the past with Lady Gaga and Miles Davis, continues with a partnership with Earth Wind and Fire. To generate business for the independent CE dealer/installer, the group will tour with Monster. Lee reports that that the group has already visited World Wide Stereo in Hatfield, Pa., and Bjorn's in San Antonio, Texas.

During these sessions, the soul/R&B group will promote Monster's new Gratitude in-ear headphones, which will be funneled to consumers through independent specialists. The rose gold-finished headphones will ship September 2011 at $229.

The company also is expanding its relationship with Miles Davis, introducing the Golden Trumpet headphones. Resembling the instrument itself, the Golden Trumpet phones reproduce instrument sound "unbelievably," according to Lee. Customers who purchase the trumpet headphones will receive a Monster music disc of Davis's "Sketches of Spain" in high definition, 5.1 surround.
 

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