[TenTec] Ten-Tec Marketing (?) + Ten-Tec "FIRSTS"

[Rick - DJ0IP / NJ0IP]

Jim, this is a reply to your post but I changed the subject, so that we can
keep the "first ten-tec" thread homogeneous.

I helped launch Ten-Tec here in Germany in 2004.
Scott came over and gave a presentation in Friedrichshafen.
In that process, I did some research and put together a list of Ten-Tec's
"Firsts":

  . First all solid state 5-band SSB/CW transceiver (Argonaut, 1971)

  . First 100 watt solid state HF transceiver (Triton, 1975)

  . First legal limit solid state HF amp (Hercules, 1980)

  . Pioneered tunable crystal filters (Delta II, 1990)

  . First HF transceiver with built-in DSP (Omni-VI 1992)

  . First software defined HF receiver (RX-320, 1998)

  . First Flash-ROM upgradeable HF transceiver (Pegasus 1999)

  . First selectable I-F roofing filter transceiver (Orion 2003) 


SO WITH ALLTHOSE FIRSTS, it's even more astonishing that TEN-TEC never had
more success than they had.

The German Ten-Tec distributor (DL6LAU) is a very good friend of mine.  I
know what he is selling.  He was originally only selling Ten-Tec radios,
plus antennas from several European antenna manufacturers (including us).
In the meantime he has added FLEX Radio and most recently Elecraft to his
portfolio.  THE FACT IS, he is selling 5x as many Flex radios as Ten-Tec
radios.  In each case he has the exclusive selling rights for Germany
(except for Elecraft).    

Clearly there is no market "pull" in demand for Ten-Tec radios.
If that's the case, then the company needs to implement a market "push"
plan.
Ten-Tec has failed to do that.  They have not created that "I've got to have
it" image like others have done.

ONE BIG MISTAKE Ten-Tec made was in 2008, DL6LAU (the German TT distributor)
organized the VP6DX (Ducie Island) DX-pedition. He was unable to get Ten-Tec
to sponsor him with Orions, but Eric jumped at the opportunity and supplied
the entire team with K3's.  The K3 was brand new then, and the VP6DX
expedition success helped the K3 gain recognition as a great DX-pedition
radio.  It currently dominates that market segment.

PRESENCE at major ham radio events and sponsoring of major DX-pedition goes
a long ways in gaining market recognition.
It also falls under the category of "marketing".
Since Ten-Tec has a direct-sales approach, no resellers, it is especially
important to have local presence at events.

I hope they continue to stay in business, and as long as they do, I will use
their radios.

73
Rick, DJ0IP


-----Original Message-----
From: tentec-bounces at contesting.com [mailto:tentec-bounces at contesting.com]
On Behalf Of Jim Lowman
Sent: Thursday, July 05, 2012 1:03 AM
To: tentec at contesting.com
Subject: Re: [TenTec] My First Ten-Tec

I have to agree, Rick.

While Ten-Tec has an impressive website and has full-page ads in QST and CQ
every month, they don't seem to have much of a direct presence.

Back when we were putting together a convention in 2001, I put the
full-court press on Scott to see if Ten-Tec would come out here to soCal and
exhibit their wares.  I had the Omni VI Plus then, and talked it up at the
local club, but most members had never seen a Ten-Tec radio.  Scott said
that Ten-Tec pretty much confined their exhibits to Dayton.  Maybe they are
at the big hamfests nearby now, like Orlando and Huntsville.

It can't be the direct marketing, as that works very well for Elecraft, and
it certainly isn't the unprecedented 30-day return privilege.  What do you
think?

73 de Jim - AD6CW


On 7/4/2012 1:54 AM, Rick - DJ0IP / NJ0IP wrote:
> Cecil,
>
> Yours is the story of most:  "I don't know why I never considered
Ten-Tec".
> There can be only one answer to that:  Marketing.
>
> Ten-Tec never got the marketing right.  NEVER.
>

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