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

[Bob McGraw - K4TAX]

Rick:

I so do agree that Tentec needs to be more visible in the marketplace.  And 
yes they do have a long line of "firsts" in the ham radio market.


73
Bob, K4TAX

----- Original Message ----- 
From: "Rick - DJ0IP / NJ0IP" <Rick at DJ0IP.de>
To: "'Discussion of Ten-Tec Equipment'" <tentec at contesting.com>
Sent: Thursday, July 05, 2012 1:39 AM
Subject: [TenTec] Ten-Tec Marketing (?) + Ten-Tec "FIRSTS"


> 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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