For more than 25 years, Brett Bjorkquist, founder of MRKTMKR and FAQnatics, has been servicing the consumer electronics industry — first from the dealer side, then the manufacturer side, and now he helps both worlds through his innovative training and marketing programs.
In The Beginning
Bjorkquist’s journey began at GoodGuys, a regional consumer electronics company, where he rapidly advanced through five stores in just 4.5 years. Known as a “fixer,” he consistently improved sales, net profits, and boosted employee and consumer sentiment in both under- and overperforming locations.
From there, he was recruited by Monster, where he developed a Project Management Office that oversaw 180 projects worth $500M annually, improving on-time deliveries and reducing development costs. He also managed key relationships with Apple, Nokia, Hublot, and Adidas and built a team of project managers that included Monster’s directors of product development, program management, and business development.
After a stop at Voxx Electronics, where he developed the product and go-to-market strategy for the 360-camera line, Bjorkquist landed at Logitech, where he led the CI portion of Logitech Harmony. He designed the first true Pro version of the Harmony Remote and developed Logitech’s first Learning Management System, earning a CEPro Quest for Quality award. “Understanding the integrator’s needs and building strong bonds with them was crucial,” he says. “Winning the Quest for Quality award for education and support confirmed the importance of listening and supporting integrators.”
Despite a profitable business and a CI group that was beginning to turn around, Logitech decided to disband the group and shift the team to the gaming and video conferencing sectors. However, that role also led to building some strong industry relationships, including ones with Amanda Wildman from TruMedia and Jamie Briesemeister from Integration Controls, who brought him into his first volunteer board roles with CEDIA.
After the closure of the Harmony division, Bjorkquist joined Bowers & Wilkins as director of product development, managing go-to-market strategies and leading the redesign of the Px7 headphone. When the company was sold to Sound United, he chose not to relocate his family to L.A. or England and was subsequently recruited by Kaleidescape. There, he built an online education and certification program, earning another Quest for Quality award.
“Kaleidescape has always had an amazing product, but the key to reversing their previous downward sales trend was ensuring internal and external salespeople were confident in their knowledge and demonstrating the product’s value,” says Bjorkquist. “The training programs built that confidence, with more than 1200 integrators getting certified in the first year, while also further engaging both the integrator and consumer with testimonials, webinars, videos, forum discussions, and other key benefits designed to help support the sales process.”
On His Own
In 2023, Bjorkquist founded MRKTMKR to assist manufacturers who often lack the budget for a full-time education, training, and/or content marketing team. He offers his extensive experience and expertise on a contract basis, helping manufacturers upgrade their training and support programs. “I’ve been passionate about this industry since I was a kid. The market is constantly changing, and manufacturers need to support industry education more than ever to keep their brands relevant and at the forefront of the integrator’s mind,” he says. “MRKTMKR’s goal is to help manufacturers increase sales and market share by building best-in-class education, sales, and support tools to cement their brand’s position with the next generation of integrators and the clients those integrators serve.”
Related: The Value of Professional Training
In April 2024, Bjorkquist launched his new YouTube channel, FAQnatics, providing consumers with easy-to-understand answers to frequently asked questions. Looking ahead to 2025, he plans to launch a training program for the builder market, creating CEU-approved courses that integrators can offer their local builder communities. “For many integrators, differentiating themselves when reaching out to local builders, architects, and designers without appearing ‘salesy’ is challenging,” he explains. “That’s also why integrators often don’t reach out to their existing client list. I provide a non-sales-focused opportunity to connect, even providing the email template and signup forms. I invite the builder community they want me to reach, providing the industry-approved CEU courses they need while providing additional training to support the integrator. This way, the integrator can confidently answer any questions, differentiating themselves as a true SME. Plus, as a client, they can always reach out to me if they need further assistance. My job is to make them look like superstars.”
At CEDIA Expo 2024, Bjorkquist launched a new program aimed at AV integrators, offering a dealer-branded monthly newsletter. This service provides integrators with valuable tools for client engagement at a fraction of the cost of hiring a dedicated marketing person.
“Integrators are often too busy to focus on client engagement,” he says. “My newsletter service simplifies this, ensuring the integrator takes advantage of growing the relationship with their clients, which ensures clients come back to the Integrator not only for upgrades, but for new categories of products that may not have even been discussed previously. I’m effectively using the newsletter as a low-pressure education opportunity, so that when the client does call, they are already engaged and have a general understanding of the options and costs.”
When discussing pricing, he emphasizes, “Pricing transparency and affordability are key, while providing the best content possible. Pricing is expected to be $1000 per month in January 2025.” However, from CEDIA Expo to the end of 2024, he is offering integrators the opportunity to try the service while locking in a price of $800 per month for the first 24 months. Interested parties may want to act fast.
Related: Rethinking Specialty Training
“While I don’t have an actual set limit, I have strategic review points to ensure the level of service and support I offer is never put at risk to make an extra dollar,” says Bjorkquist. “As much as I hate the idea of not being able to help someone that’s asking, my loyalty is to those who have already signed up. Once I know things are operating smoothly at each review point and clients are still happy, I’ll hire and train additional people so we can properly scale and support.”
To learn more, visit www.mrktmkr.com or reach out to Bjorkquist directly at brett@mrktmkr.com.
