This analysis portfolio will go into detail about the company LEWITT and analyse their marketing techniques by going into detail about marketing theories that LEWITT uses, audiovisual elements, written elements, the target audience of the company and their market position compared to their competitors as well as where they stand within the current microphone market.

LEWITT is a fairly new company who were founded in Vienna, Austria, in 2009. Unlike other microphone companies LEWITT likes to focus on making their microphones as modern and up to date as possible rather than trying to replicate a microphone from the 70’s such as SHURE or Neumann, they are doing this by using the newest and best technology there is for microphones.

Due to LEWITT being a new company they needed to create a product that would compete with these brands as well as market and promote themselves to show new customers how good their products are and make themselves known in the music industry. After analysing the brand you can get an understanding of who their target audience are and from the information I discovered you can see they have a similar audience to the company ‘SHURE’ where they are targeting musicians and producers that range from a beginner to professional level due to their price and quality range of their products. From looking at LEWITT’s website you can see their cheapest microphone is priced at £89 and their most expensive flagship microphone is priced at £2999 which is targeting a range of customers with different budgets. LEWITT’s cheapest microphone is priced slightly higher than SHURE’s which is £59 meaning they are advertising a supposedly better quality microphone to try and make them stand out as a higher quality brand which will give LEWITT a high quality image to their audience. Having a high quality image will give their target audience higher expectations of their products and potentially mean better products than their competitors. Although LEWITT are targeting customers at the beginner/entry level they are also competing with other high-end brands such as Neumann with microphones priced around £3000 from both Neumann and LEWITT. This gives LEWITT a large target audience of lots of different type of musicians and producers which will give them a lot more sales compared to if they chose to either go with entry level microphones or professional level microphones which is important as they are a fairly new company competing with other big companies who have been in the industry for over 50 years.

Market position

After conducting research on LEWITT’s market position I can see that they are competing with other large microphone companies, as stated before, SHURE, Neumann and Audio Technica. This is because LEWITT has built up a reputation for themselves and shown that their products are just as good if not better than their competition. This is down to their USP (unique selling point) which is having a very modern aesthetic, a high quality sound from their products, as well as being very transparent about their testing and comparing to their competitors. This is shown in their promotional TikTok videos they post frequently, for example, they posted a video where they try to get their cheap, affordable microphone to sound like a very expensive well known microphone. This shows transparency about how their products sound compared to their competitor’s products which shows the audience exactly how they compare and why they should buy their microphone because of it.

Visual Branding

When it comes to marketing a brand the visuals of that brand are a massive part of being successful, this is due to humans noticing colours and shapes before we read words meaning we will notice the colour of a brand before we read the text. So that LEWITT stands out and grabs people’s attention they have gone with a very simplistic and bright logo with it being a very distinct, bright green with a diamond shape and no text. This will make people know exactly what brand they are looking at without looking for very long as well as not making people have to read anything to know it’s LEWITT. As not all situations can have a logo with just an image and not text LEWITT have also spent time to make their ‘LEWITT’ text bold and stand out like their logo. They have done this by making all of the characters in capital letters as well as giving it a very sharp aggressive font which draws attention to the eye and makes them recognisable and known. Examples of their different logos are shown below.

To follow the same design as their logo the website design is very similar with it being the same colour scheme and same modern minimalist design like their logo and products. To help themselves brand their products they have large high quality images which grabs the customers attention and only shows them the needed information to get them to click on the product such as, the name, price, image and a small sentence describing what its best used for. Having that descriptive sentence really helps the customer find what they are looking for without knowing anything about LEWITT’s products and can make it very easy to quickly make a purchase. You can see this from the screenshot from their website below.

Similar to their website their social media platforms, such as Instagram, follow the same modern minimalist branding with their logo standing out as the profile picture so that people know what account it is before you even read what it is. Their Instagram profile is shown below.

Written and communication branding style

Although LEWITT is a company that sells products they still have to communicate through their voice as a part of their branding, this is done a lot on their TikTok social media account. From analysing their TikTok account i’ve realised that their main person that it in their videos is very bright and bubbly and often tries to make jokes and keep up with recent trends. When watching their videos it comes across as the brand being very friendly people whilst also getting all of their marketing points across this, gives the viewer a positive view on LEWITT which could make them want to buy products from them as they have created a connection with their audience. If LEWITT was to come across more serious and just telling their audience about their products it wouldn’t create as good a connection with the viewer and put them off from buying from LEWITT. When recording their social media videos they tend to not use complicated audiophile language so that they can communicate well with people who may not know those terms, instead they will either use more known terms or explain in a simple way what they are talking about so that all of their watchers can understand. LEWITT also communicate through slogans which can be found on their website and product packaging, these slogans are strong phrases such as “LEWITT is loved by the biggest artists” and “Better sound for music, content, and live performance”. These slogans are there to promote their USP as well as market themselves as a popular, high quality company. Having a slogan that states they are loved by big artists shows they are authentic with their customers by saying they work with real artists. This also shows their customers that big artists use their products which can be a big marketing strategy as people will want to use the same microphone as these big artist so they can potentially sound the same.

Marketing theory analysis

To help analyse LEWITT’s marketing strategy I will be using the AIDA model to help analyse LEWITT’s marketing and branding strategy. I will be using the AIDA model specially because it shows the stages of grabbing a customers attention and eventually making them buy a product from them.

Awareness

The first stage is awareness, this is what grabs the customers attention of the company and makes them aware of them. LEWITT achieves this by having their striking modern style that shows in their logo and all of their social media platforms and website. This will grab the users attention as it stands out from other companies and will make them want to click on their product. Having a modern style will grab the users attention as a lot of people now symbolise modern to be better quality as it generally means the newest technology.

Interest

LEWITT gains the customers interest by advertising their products to show that they compare with other large microphone companies at a similar, if not cheaper price. They do this by comparing their microphones to other competing microphones and show how they sound the same if not better but they are much cheaper than the competitor. This is a similar strategy to what their slogans do as it shows their customers that they can get a professional sound from their products without needing to spend lots of money on professional gear. LEWITT are very active on their social media platforms which means due to how social media algorithms works they are more likely to show up on peoples social media which helps to get people watching their videos then resulting in people gaining an interest with LEWITT.

Desire

The next stage is desire which is there to change peoples want for their product to desire their product and have a connection with the company. LEWITT achieves this by being honest about their products about how they perform compared to other similar products which will show the customer exactly what they’re like and make them have a love for their products making them want to buy them. LEWITT also creates a desire for their products by the way they communicate in their promotional videos, this is because they tell a lot of jokes in their videos which comes across very friendly which then creates a good relationship with the viewer. As they then have a relationship with the viewer it makes them more likely to buy LEWITT’s products opposed to another company who the customer doesn’t have a good connection with.

Action

After LEWITT has grabbed the customers attention and created a desire for their products they then have to get the customer to do something to interact with them, this consist of either buying a product or signing up for a newsletter. LEWITT’s website makes it very easy for the customer to find and buy a product as their website is easy to navigate with clear categories for the products at the top and lots of large, high quality images so you can see what you’re buying without reading what it is. Making it so easy for the customer to navigate the website can increase the chance of a customer buying something as if it is a good experience for them they will be happy as it is not frustrating for them meaning they are more likely to make a purchase. LEWITT also has a newsletter that you can sign up for when you purchase something which means the customer will receive information about new products and deals on their products which will keep the customer updated and could potentially make them want to buy something else from them in the future. This also links in with retention which is sometimes used in the AIDA theory to help analyse if the company is holding their customers and what they can do to hold retention with them.

Conclusion

In conclusion LEWITT has a very modern approach in the way they promote and market themselves, this helps them to stay up to date with modern trends and market themselves to as many people as possible as they have analysed that promoting yourself on social media covers the largest amount of people in this current time. This promoting style matches their brand style as all of their products are designed in a very modern aesthetic which also translates to their website and social media as it follows the same style with being modern as well as bold to stand out from competing brands. As LEWITT have created a company selling microphones they have had to work hard to stand out in such a saturated market. After analysing their marketing strategies to make themselves stand out i feel they have achieved what they set out to do as they now compete with large microphone companies that have been going for decades. This is due to their transparency with their customers and showing them exactly what you get when you buy a product from them. Overall LEWITT have succeeded with the marketing and promoting for the company which is shown by using the AIDA marketing theory to help analyse their promotional strategies.

LEWITT. 2025. LEWITT – audio gear for better sound. [Online] [Accessed 30th November]. Available from:https://www.lewitt-audio.com

TikTok. 2020. LEWITT audio. [Online] [Accessed 20th November]. Available from: https://www.tiktok.com/@lewitt.audio

Annmarie Hanlon. April 2025. The AIDA Model. [Online] [Accessed 20th November]. Available from: https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/