Little Store, Global Market
The web forum engages and builds a community of people fascinated by the minutiae of hiFi audio – and then converting them into repeat, life-long, customers becomes almost incidental.
The Jaben Network, a small store in the Adelphi, City Hall has long been an open secret in Singapore’s small HiFi portable audio community. It finally got some mainstream press attention with an article in the Straits Times on Tuesday, commenting on the way the tiny store had managed to build an international community using a wordpress blog and web forum. On such a small scale, traditonal retail chanels were out of the question, and with such a tiny target market – the headphones can cost thousands of dollars – Jaben saw that traditional broadcast marketing woud not work.
GonzoBuzz Blog
