Tuning Up Media Market Share for Sweetwater



Sweetwater, ​​the world's leading music technology and instrument retailer, needed to take a bolder step in defining and elevating the voices of its CEO and executive team. By establishing its executives as thought leaders, the company sought to distinguish itself from the competition. 


N6A developed and implemented a media outreach campaign built to showcase CEO Chuck Surak’s innovative story and expertise within the crowded music market. N6A also leveraged key partnerships and tentpole corporate events to raise the visibility of a large number of key Sweetwater executives, including its new CEO, through local, trade, and mainstream business outlets.


N6A secured 16 targeted placements over the first five months of the engagement, more than half of which were profile features on the company or the CEO. Coverage included The Washington Post, Rolling Stone, CNBC, Total Retail, and Chain Store Age. 

Sweetwater’s media market share against its competitive set increased by more than 20% in the first 90 days.

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N6A’s expertise, connections, and hustle played a key role in our ability to distinguish the Sweetwater brand from our competitive set. This team makes a real difference.


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