Launching a premium audio brand in London required balancing innovative product design with market visibility. Plus Audio produces modern, integrated turntable systems designed and made in the UK, offering high-quality sound at an accessible price point. Despite press coverage in Forbes, The Telegraph, Sunday Morning Herald, and Stereophile, the brand was relatively unknown to its target audience.
Our mission was to increase awareness, reach the right audiophile audience, and scale online sales, creating a sustainable growth engine that highlighted the brand’s unique design and UK craftsmanship.
The Challenge
Although the products were innovative and well-reviewed, Plus Audio faced several challenges common to new premium electronics brands:
- Low brand recognition among UK audiophiles
- Limited online traffic and awareness despite strong media mentions
- Need to communicate the value of the integrated turntable system and modern design
- Online store optimisation for conversions and high-ticket product purchases
The business needed a marketing strategy that combined brand storytelling, targeted outreach, and conversion-focused digital campaigns to generate measurable sales and traffic.
Key Challenges:
- Introducing a new product to a discerning audience
- Scaling online revenue while maintaining premium positioning
- Converting traffic from awareness to purchase
Our Approach
We developed a multi-channel strategy combining brand visibility, performance marketing, and conversion optimisation. Each element supported the goal of driving both awareness and measurable online revenue.
1. Brand Positioning & Awareness
We focused on communicating the unique value proposition: integrated turntable systems designed and made in London at an accessible price point. Campaigns highlighted product features, craftsmanship, and media recognition.
Actions Taken:
- Emphasised UK design and integrated system innovation
- Highlighted media features in top publications
- Targeted audiophile and music enthusiast communities
2. Performance Marketing & Paid Media
Paid campaigns were structured to reach high-intent buyers without wasting spend. This included search campaigns, retargeting, and social targeting aligned with audience interest.
Actions Taken:
- Google Search Ads targeting brand and product-specific keywords
- Retargeting campaigns for users who viewed product pages
- Paid social campaigns targeting audiophile interest groups
- Continuous optimisation to improve ROAS and conversions
3. Website Optimisation & Conversion Strategy
We redesigned the website to showcase the integrated turntable systems, making it easy for visitors to understand the product, trust the brand, and make a purchase.
Actions Taken:
- Redesigned product pages with detailed specifications, visuals, and testimonials
- Improved CTAs and checkout flow for high-ticket purchases
- Mobile-first optimisation to capture on-the-go buyers
Results
Within two quarters, Plus Audio achieved significant growth:
Key Results:
- 3× increase in online revenue
- 480% growth in website traffic
- Stronger brand awareness across UK audiophile communities
- Higher conversion rate due to product-focused website optimisation
The business established a scalable online sales system and increased brand recognition while maintaining premium positioning.