Earthworks Audio Slashes Price for Its Flagship Broadcasting and Streaming Microphone

There's a lot to be considered when defining the right product strategy and marketing mix. Rarely we can get the four pillars aligned. After launch, you can adjust product, promotion and even distribution. Very rarely you can adjust the pricing. Earthworks Audio realized its flagship broadcasting and streaming microphone, Ethos, was very appealing to streamers, gamers, and podcasters. But the price of $699 was just too high for the segment. Now, the New Hampshire company repositioned the Ethos for just $399.

Reinforcing a growing trend on a new form-factor, Creative Technology launched a new under-monitor soundbar designed to give users a filling audio experience, intended for nearfield listening. The new Creative Stage Air V2 is actually a redesign of an existing model (Stage Air) that Creative says sold well, now with improved connectivity options, which include USB-C, Bluetooth 5.3. The minimalistic design fits snuggly under the monitor, but is also battery powered, being compact enough to be carried around the house.

This is temporary. Anticipate changes. Plan for different rules. Remember, as with the virus hit, everything can change in just a few days. This global effort to contain the virus will require a six-month effort at a minimum, but things will gradually return to normal and at different paces. Things will start changing after just two weeks. You want to be ready to respond to the markets that recover first. The last problem you want to face is things returning to normality and not being prepared for it!