Two wireless campaigns show power of online response in offline promotions (first of two parts).
Mobile electronics companies seeking to raise brand awareness in untapped markets are developing innovative partnership and promotional campaigns to reach them. The recent successes of two of these campaigns -- from Sony and Motorola -- demonstrate how promotion builds brand equity -- and its importance in the integrated marketing mix.
Integrated promotion marketing, once viewed as limited to short-term sales strategies, is proving that it can reap longer-term branding benefits and provide a unique way to rise above competitors.
Promotions-based spending as part of interactive marketing budgets showed healthy growth last year, jumping 15.5 percent to $2 billion, according to a recent PROMO survey. It also found that agency executives increasingly are optimistic about promotions spending throughout 2004, with 24 percent expecting 11 to 25 percent growth.
Not only is the Internet successful in generating immediate response, information capture and fulfillment, it enables marketers to educate, engage and entertain. Since promotions are naturally measurable, the inherent interactivity of the online channel makes an integrated program all the more streamlined. What's more, the targeting capability of the Internet allows efficient distribution of promotions dollars.
Two recent mobile electronics campaigns demonstrate how powerful it is to add an online response component to offline promotions for both strategic and tactical reasons. Partnering with trusted brands is a key element they use to penetrate certain demographics, create a certain image and elevate awareness.
Sony's "Dream" becomes a reality
So as not to trail off into the abyss of new electronics product offerings, Sony Electronics created an integrated promotion to launch its new Mobile DVD Dream System. The entire system, retailing for about $500, provides consumers the ability to enjoy DVD movies in the car, in the home and on the go. Launched officially on April 19, and running through July, the promotion includes a four-page Sony insert in the May and June/July issues of Family Fun magazine, and a microsite featuring the Dream System at Disney.com.
Unlike the product itself, Sony's messages aren't as sleek-looking and slick-sounding as one might expect. Why? While Sony's mobile electronics products have traditionally been aimed at Gen-Y males, the new Dream System has been designed for family use -- for entertaining kids while on long car trips.
The primary goal of the promotion is to introduce and raise awareness for a new product category, and the secondary goal is to educate a specific demographic about product benefits. The concept of a 'mobile home theater' is not new. However, this year does mark the first time the product has been introduced into automobiles. Thus, the marketing team sought to find an effective way to reach mothers, the "drivers" and purchasers of family entertainment products.
Earning mothers' trust through association with Disney
In order to tap into this demographic, Sony chose to partner exclusively with Disney, considered the most trusted family brand today. Since the company faced behavioral obstacles in introducing the new product -- primarily this demographic's fear and intimidation of high technologies such as digital cinema sound -- the placements on Disney's site and within Family Fun magazine provide relevant associations. In effect, Sony has created a lasting affiliation with Disney's loyal customer base.
The promotion sets a precedent, as it is the first time Sony's Electronics division has partnered with Disney. Additional advertising includes radio spots on Radio Disney, which just like the print ads in Family Fun magazine, encourage consumers to visit retailers and the microsite.
The Sony marketing team, recognizing that mothers are placing increasing importance on the Internet as an educational resource, saw huge potential to build brand equity through the online channel. According to AOL's national Mother's Day survey, more than 65 percent of mothers go online to conduct product research and gather information.
Online component fills offline holes
The microsite, housed jointly by Family Fun and Disney, supports Sony's goals in three ways.
First, an informational element educates online browsers with detailed product descriptions and benefits.
"Sony Electronics' first wireless DVD Dream system delivers seamless high quality audio/video playback, a simple set-up and configuration flexibility," says Andrew Sivori, general manager for Mobile Electronics. "Our marketing efforts capitalize on these benefits."
Second, a direct-savings element allows customers to register for a promotion in which they can send in a UPC code and receive a $25 gift card. Third, the vehicle creates a tracking device that can measure purchasing behavior and gather customer research. Through the microsite, browsers can enter a sweepstakes to win a Dream System by answering a series of questions about in-car DVD systems.
Though specific numbers were not released, David Leitner from Sony's corporate marketing group confirms that results for the first three weeks of the program have been extremely positive.
Tomorrow: How Motorola is turning teens into voters.
Rebecca Weeks, a strategic marketing executive, offers consumer businesses innovative solutions for both developing customer acquisition campaigns and strengthening existing relationships. She is known for her exceptional research, analytical and trend-spotting skills.