“People aren’t hearing all the music.”

Beats electronics founded in 2006 by legendary producer Andre Young, known as Dr. Dre and Jimmy Iovine. The company slogan is “People aren’t hearing all the music.”Beats family (products) includes headphones, ear buds, speakers and beats music.

In a social context, whoever wears or owns any Beats products are seen as a fashionable, flashy music enthusiast. Beats products are considered fun, trendy, good quality and high-performance products.

In the marketing world, Beats is known for its compelling campaigns and creative marketing strategies. Beats uses its product a certain image which allows the consumers to interact with their products. Beats use an image of quality and style of their product to attract desire. By making their products “cool” and trendy, as one of the strategies that make Beats stand out.

Strategy

It is unusual to see headphones or audio equipment advertising because many companies in this industry relied on the retailer’s recommendation to their clients.

Celebrity Influencers

Beats uses celebrity influencers in their campaigns (musicians, athletes, actors), they believe young people might idolize them. Below are the examples of celebrity influencers:

• JustBeats Solo by Justin Bieber
• Heartbeats by Lady Gaga
• PowerBeats by LeBron James

Compelling Campaigns/Visual Branding

Ambush Marketing

During World Cup 2014 and summer Olympics in London 2012, Beats used ambush marketing to capture their customers. To get its message across at the Olympics, Beats sent every athlete a pair of Beats headphones. Beats was also banned by FIFA at the World Cup 2014 and players from all 32 teams. Sony was the official sponsor. This generated a lot of buzz for Beats and although Sony sent free headphones to every team, players stuck with Beats. Just because the Beats was not the official sponsor, it did not stop them from spreading its message and have a presence. Beats is a fearless brand and it turned a negative situation into an opportunity. Beats used this Ad below:

Emotion

Beats uses emotions in most of their campaigns. For instance, “Hear What you Want” campaign, it uses real stories from athletes. Emotions play a huge role in marketing, and an effective way to connect with your audience/customers. Other companies like Dove have also used this strategy. Even if your product or brand is not emotional, it is important to implement a story that will connect with your consumers.

Beats remain authentic while they take risks, think outside the box and using an emotional feel to their products to boost their brand.

Social Responsibility

Beats by Dre fights for an Aids-free generation by creating (RED) merchandising. Beats contributes $5 from each Solo2 (PRODUCT) RED Special Edition. In addition, $17 from every purchase of Beats Loves (RED) Special Edition T-shirt.

Apple acquired beats music & beats electronics for $3.2 billion. Bingo!