DemerBox: From Music Industry Secret to Category Leader

Challenge

As Director of Communications for DemerBox, I needed to transform a premium speaker brand from its association with founder Zac Brown into a standalone category leader. With sales exclusively through Amazon, success depended on breaking through in a crowded speaker market.

Strategic Approach

I developed and executed a three-part strategy

  • Owned

    Own the "Best Outdoor Speaker" position through integrated PR and content

  • Earned

    Drive organic search visibility to compete with major speaker brands

  • Paid

    Convert media coverage into Amazon marketplace sales

Previous

Brand Refresh: Big Bend Hospice