Beats by Dre
“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!
Target Market Selection
Target marketing is a particular market segment at which a marketing campaign is focused. When selecting a target market it is important to make sure that it fits the company’s objectives, resources, and capabilities.
There are different aspects that should be considered when evaluating your market segment. For instance; risk level, competition in the segment, the growth rate of the segment, brand loyalty of existing customers in the segment, the size of the segment, sales potential, etc. There are other market research and analysis that should also be considered like test marketing, buyer intentions, and sales potential.
Different market segments for targeting:
- Single-segment/concentrated- one market and not the entire market.
- Selective specialization/differentiated strategy- a segment that is based on its range of products instead of one market.
- Market specialization- specializes in serving one particular market segment with an array of different products.
- Full market specialization- targets the entire market. This is a mass market strategy, different segments.
If a company develops a strong competitive advantage, it may find it profitable to pursue a larger segment. Although larger segments may have more competition and not necessarily profitable. It’s important for the company to offer superior value to the targeted segment and also get a positive return on investment.
Location Based Service
A report from Juniper Research forecasts reports that location services market and mobile context will reach $43.3B in revenue by 2019, rising from an estimated $12.2B in 2014. This approximation is a clear sign that most brands understand that location marketing has a huge power of driving a higher conversion rates and most importantly the benefit of connecting with consumers while they are on a go, in the right place and time.
The only set-back is finding the balance between brand goals and consumer privacy. Location-based marketing potential is immense and it’s really important to do it the proper way by balancing goals and privacy.
One brand that is utilizing this system is Lord & Taylor sends “mystery” coupons when they passed within 500 meters of a store.
Lord & Taylor uses and app called SnipSnap, which is one of the best-location-based market app. SnipSpan gives consumers the option to be notified about coupons based on your current location. This feature delivers the ability to report location changes in the background. This app also lets its users convert printed coupons into digital, mobile format for redeeming and obtaining reminders.
The location-based market reminds you when you arrive at a store, you have deals saved for. This App has its own recommended offer engine, which is an amazing scheme for mobile coupons. This app uses keyword, store, category and location-based criteria to target clients.
In Guatemala, a specialty shoe retailer called Meat Pack, uses location results to detect when its customers are in rival’s store in the same area. In return, it then sends offers to the customer’s phone. This shows how the future of mobile is changing. In Bangladesh, there is a computer program evolved by researchers, the program recognizes user’s emotions. The program tracks keystrokes dynamics and analyzes patterns. The future of this wonderful technology is very bright.
PayPal is another brand that uses location service to get a list of nearby stores who accept PayPal payments.
Sources and pictures courtesy of:
http://www.mediapost.com/publications/article/231639/lord-taylor-sees-promise-in-beacons.html
Marketo Blog – My Favorite Blog
The Marketo blog is one of my favorite marketing blog. This blog has so many features and categories to choose from social media to marketing automation as a digital marketer I find that very useful. The blog doesn’t have a lot of comments which is very un-usual for a blog of this magnitude, but most of their articles are shared on social media.
The most intriguing part of this blog is the fact that I can spend hours digging into the archives. On top of the page they have different sections like the new post, featured posts and hot posts. These features give me an option to which section I would like to visit. On the side of the blog, you can see the most shared articles, top articles and how a reader can connect with them on social media.
In addition, they offer podcast with different episodes plus their expertise on free tools and best practices for marketers.
This blog is very informative and as a reader, I feel a connection with the writer. This blog is a perfect example of “simplicity”.
“The art of art, the glory of expression and the sunshine of the light of letters, is simplicity” ~Walt Whitman
How Productive Social Media Managers Spend Their Day [infographic]
How Social Media Marketers/Managers handle their day-to-day challenges?
Social media marketing is becoming increasingly popular, as more and more businesses are warming up to social media. The social media battle is huge, and the demand for social media managers is on the rise. As a social media marketer, managing and maintaining all social media platforms is a challenging task. It requires keeping with industry news, trends and posting refreshing contents from a lot of resources. Another important aspect is engaging with others in the industry with regular chats, for instance, #brandchat.
For those who are still unsure how social media marketers spend their day-to-day challenges and work. Take a look at this info-graphic by RazorSocial that shows how a productive social media marketer spend their day, including social media management tools. If you want to be a smart social media marketer learn how productive social media marketers spend their time.
Courtesy of Razor Social.
Carlton Draught – Big Ad Commercial
Carlton Draught, the Australian beer. The Big Ad is a larger than life commercial.
This ad was a genius idea by George Patterson and Partners (Young & Rubicam) of Melbourne, Australia. Big Ad parodies the visual style of battle sequences used in notables movies like Lord of the Rings, the story is about two battle teams. In the end one group looked like a man and the other as a pot of Carlton Draught beer. The ad was catchy, interesting, musical, very dramatic with a touch of humor in it.
This was considered an expensive ad, but it entertained people, and the ad took 7 months to launch. The agency used viral marketing techniques to promote the ad before it was broadcast on television. A half a million people watched the ad on the web. Within 24 hours after release, the “Big Ad” had been downloaded 162,000 times; two weeks later, it had been seen by over one million viewers in 132 countries making it the biggest viral Australian beer launch in history.
The “Big Ad” has since received over 30 awards globally. But it was reported that given its popularity, it didn’t increase the shareholder value to match the hype and popularity.
Enjoy “The Big Ad”
The Marketing Explorer 