bose pitch deck 8.18 linkedin version
TRANSCRIPT
Genre Room Experience
SituationBose makes audio equipment that is consistently ranked as the best in the industry by top publications such as CNET, Consumer Reports, and Engadget. However, Beats by Dre and other competitors have made significant inroads into the market in recent years by employing musician partnerships and lifestyle-focused marketing campaigns.
Since Bose’s equipment is ranked as the best in the industry, consumers simply need to hear and experience it to understand why it is the right choice. Furthermore, consumers’ experience of Bose equipment should be directly tied to their favorite music in order to show that Bose – not Beats by Dre or another competitor – is the premier manufacturer of audio equipment for true music fans.
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ConceptWe will rent out high-traffic retail spaces in major markets and divide each space into multiple “Genre Rooms” geared toward specific musical genres (e.g. Rock, Hip-Hop, Pop, and Country.) The Genre Rooms will be outfitted with Bose home theatre systems, Bose noise-cancelling headphones, television monitors, lounge furniture, and genre-specific décor. Consumers will be invited to move between Genre Rooms and experience their favorite studio and concert music on Bose’s top-of-the-line equipment.
The physical activation will be coupled with a social component, wherein consumers share their Bose Genre Room experience online in order to unlock retail promotions and enter for the chance to win memorabilia or tickets to a concert of their choice.
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Objectives• Solidify Bose’s reputation as the top audio equipment brand for music fans
• Educate consumers on Bose’s latest product offerings
• Increase sales by driving foot traffic directly to Bose retail locations
• Create brand awareness, buzz, and purchase consideration through word-of-mouth marketing, both online and off
• Diversify Bose’s marketing mix
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Program Details
MarketsWe will rent out storefronts in high-traffic, upscale retail areas of New York City and Los Angeles. The activation locations will be in close proximity to Bose Stores, providing the best opportunity to drive foot traffic directly to retail:
• New York City
Target Area: 5th Avenue between 50th and 60th Streets
Hours: 10 a.m–5 p.m., Tuesday-Saturday, October 29-November 26
• Los Angeles
Target Area: The Grove Retail and Entertainment Complex
Hours: 10 a.m–5 p.m., Tuesday-Saturday, October 29-November 26
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Genre RoomsEach activation will include four Genre Rooms for consumers to explore. These are the four most popular genres in America according to 2015 Nielsen Music ratings and will therefore appeal to the greatest number of consumers:
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Rock R&B/Hip-Hop Pop Country
ProductsEach genre room will include the following Bose products:
• 1x Lifestyle SoundTouch 535 Entertainment System
• 2x Quiet Comfort 35 Wireless Headphone Sets
The Lifestyle SoundTouch 535, attached to a large HDTV, will play genre-specific concerts and studio sessions as the main entertainment option. The two Quiet Comfort 35 Wireless Headphone sets will play unique, genre-specific playlists as alternate entertainment options.
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1x
2x
SocialOnly a limited number of consumers will have the chance to experience the activations firsthand, but if each consumer shares his or her experience through online social networks, it will magnify the impact of the program exponentially:
• Each Genre Room will be equipped with an iPad, allowing consumers to share their Genre Room experience (text and photos) through Facebook and Instagram. Consumers who share their experience will receive exclusive discount codes for Bose Stores and will also be entered to win the music memorabilia from the Genre Room of their choice or two free tickets to the concert of their choice.
• Each activation location will offer a Bose-branded Snapchat Geofilter for consumers to use on their personal devices.
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StaffingEach activation will include the following staff to assist consumers:
• 4x Brand Ambassadors: One Brand Ambassador per Genre Room, each specifically trained to educate consumers on how Bose equipment is designed to handle the room’s featured genre.
• 1x Event Manager: One Event Manager to manage BAs and guide consumers through lobby into Genre Rooms.
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Example uniform for Hip-Hop/R&B Brand Ambassador
Furniture and Décor Each Genre Room will be outfitted with lounge furniture to seat 6 to 8 consumers, as well as a variety of décor related to the featured genre. Décor elements include:
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Concert Posters Framed Records Instrument Displays Magazines
Layout
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Entrance
Branded Backdrop
TV Monitor & Home Theater System
Furniture Set
Stands with Wireless Headphones
Rock & Roll Hip Hop/R&B
Pop Country
Lobby
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Rendering of lobby area
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Thank You!
ALL RIGHTS RESERVED
The ideas/concepts put forth herein are and shall remain the sole property of ION Marketing Group (ION) and its affiliates until such a time as an agreement is reached between ION and Bose to pursue the said or revised programs.
CONTACT INFO
Doug Kimmel [email protected] O: 646.827.3302 M: 917.226.8871
Vince Giella [email protected] O: 646.827.3303 M: 845.269.0773
Nick Kaye [email protected] O: 646.827.3312 M: 207.478.9166