Lantic launches new international sales strategy
Lantic Entertainment Systems has launched a new international sales strategy that will redirect its focus towards supporting the leading, professional AV system integrators around the world. This new approach will allow Lantic to extend its global reach while enabling it to devote more resources to providing support to owners, project managers and yards.
Global Sales and Marketing Manager Peter Bouman explains: “After a detailed review of the worldwide market place for top-end marine audio-visual networks we have identified those electrical integrators that we believe have the expertise to install and configure complex, networked systems such as ours and which share our high standards of customer care, and invited them to become value-added resellers of the Lantic product. We in turn have ceased any direct sales activities but will instead support our resellers with a vigorous marketing campaign via advertising, publicity and exhibiting at the major superyacht and equipment shows. We will also continue to visit owners, project managers and yards to promote the Lantic brand and provide expert technical support to both resellers and owners.”
Lantic’s primary market is yachts in the 40-90m range, of which just over 100 are currently being ordered each year alongside numerous refits for existing vessels, and this is served by a relatively small number of elite, trans-national electrical integrators.
“We have had an excellent reception from those that did not know us from before,” continues Bouman, “not least because of the substantial investment that we have made in product development over the past three years. We now offer the most stable and advanced marine AV systems available today which, perhaps surprisingly, are also the simplest to both operate and install. This presents a win-win situation for both the owners and those responsible for installing and configuring AV equipment.”
Lantic’s new sales strategy will also help emphasise its operational independence from owner Alewijnse Holdings, itself a prominent electrical integrator in both the superyacht and commercial maritime markets. The marketing function of Lantic is moving into new offices in the Netherlands while the research and production facilities remain committed to their longstanding location in Århus, Denmark, and under the new commercial arrangements Alewijnse holdings will be subject to the same terms as the other leading companies in its field.
“Lantic systems will now be available from all the top electrical integrators worldwide,” concluded Peter Bouman, “with Lantic there to support them every step of the way. That, combined with our focus on continuous technological development, puts us in a strong position for the years ahead.”