"Some of our competitors have been making a lot of noise recently about the level of real-time, personal support they offer. Here at Shure, an announcement like that wouldn't be news or advertising copy. We've been offering one-on-one customer service since 1933.
This strong foundation was built by Sidney N. Shure, the company's founder. According to Michael Pettersen, who directs the Applications Engineering Group at Shure, "His philosophy was that you do good for society. You don't lie to customers…ever. And building long-term trust is more important than getting the sale."
This month, we sat down with Gino Sigismondi, a member of the Apps team and author of several Shure booklets, including Selection and Operation of Personal Monitor Systems,
Selection and Operation of Audio Signal Processors,
Audio Systems Guide for Music Educators and co-author of Effective Antenna Setup for Wireless Systems.
How long have you been at Shure?
I've been here for twelve years.
What do you do?
In addition to helping customers choose and use Shure products, I'm also responsible for coordinating Shure's technical training activities, nationwide. Over the last year, our biggest success has been with the Advanced Wireless Seminars. With all the changes and uncertainty caused by recent FCC actions, there seems to be a never-ending thirst for knowledge on how to better use wireless microphone systems.
What training did you have?
I studied recording and sound production in college, and after college, like many budding recording engineers, realized there was much more work to be had in live sound. So I went to work for a local sound company, Blue Audio, which led to gigs at clubs in the Chicago area and with a few local acts.
What got you here?
A few friends from college already had jobs at Shure, and one of them suggested I apply for an opening in Customer Service, which was a great way to get my foot in the door. A few months later, there was an opening in the Applications Engineering Group, and here I am! The practical, hands-on experience from working in live sound production certainly gave me a good foundation for my work here, but the amount of knowledge I've gained since starting in Apps is immeasurable.
I'm in constant awe of my co-workers; simply some of the smartest people I've ever known — always willing to share that knowledge with anyone who needs it.
Are you a musician too? It seems like just about everyone at Shure is.
I've been playing guitar since I was 16, and that's what led to my interest in audio.
What about live sound?
I don't mix sound as much these days, but when I first started at Shure, I was still running sound three to four nights a week. The sleep deprivation eventually demanded I start to wind that activity down a bit. I'll still do the odd corporate gig now and then.
I know you get a lot of questions from customers. Can you share one with Shure Notes readers?
The vast majority of questions are about wireless microphones.
“If you’re getting dropouts, change the frequency! If that doesn’t fix it, try it again.”
A common complaint is that the wireless mic is dropping out. For most applications where only one or two wireless mics are being used, the culprit is interference. Every wireless system Shure makes these days is tunable to some degree, meaning the user can change the system's operating frequency in order to avoid interference.
Here's my advice: If you're getting dropouts, change the frequency! If that doesn't fix it, try it again. If, after you tried a few different channels, you're still having problems, we may need to look at some other factors.
What's the best part of your job?
I really enjoy the immediate gratification I get from providing solutions for people. Whether it's on the phone with a customer who needs help unlocking a bodypack transmitter fifteen minutes before curtain, or the nods and smiles from seminar attendees who just realized that they can do their job better because they attended our class…that part never gets old.
The worst part?
This is going to sound cheesy, but I really have nothing to complain about. Every job has its pros and cons, but it's seriously an honor to represent such an iconic brand in this business. Any complaining would just be petty griping. However, there's this one guy who keeps calling…
What have you learned that surprised you?
How small this industry is. Fifteen years in pro audio is by no means a lifetime, yet I'm constantly amazed at the friends and acquaintances that keep popping up. People that you thought you might have lost contact with forever. And there are so many cool people in this industry that it's always a pleasant surprise.
Have a question? Need to connect with the Shure Applications Engineering Group?
Call them at 847 600 8440, email or visit the FAQ section of the Shure website.
