Beoplay pr seminar may 2015
Transcript of Beoplay pr seminar may 2015
PR introMay 2015
AGENDA
• AGB• B&O PLAY• PR
o Challengeso Focuso KPIs
• Caseo Campaigno Results
AGB
• Danish School of Advertising• Copywriter DDB• Creative Tribal + Republica + Hello Group• Freelance • Director MSL Group• Global PR & Communication B&O PLAY
ENTERPRISE
BANG & OLUFSEN
(AUTOMOTIVE) ICEpower
PORTFOLIO
A9
A2 A8
Beolit 15
S8
H6
Audio Systems
H2
Headphones
Earset 3i
Form 2i H3
H8
B&O PLAY vs Bang & Olufsen
USP
Craftmanship and superior sound
Our brand builds on generations of craftsmanship and expertise, and shares the same skills in acoustics and design that define the Bang & Olufsen brand.
Attention to details
We pay attention to detail in everything that surrounds our products. All we do is done with passion and a care for the product and for our customers.
Design and simplicity
All of our products aim to create simplicity and to remove complexity from people's lives. We create designs that naturally make our products express how they should be used.
TARGET GROUP
A group of people that represent the aspirational but obtainable characterized
by:
• A youthfull and energetic approach to life
• Making empowered decisions
• Choosing a different path
• Choosing brands that match their personality
• Making music social
• Age group: 25-45 year old
BRAND POSITIONING
Fashion & Lifestyle
Qu
alit
y &
Inn
ova
tion
X
X X
PR
CRM Social Media PR
The Journal - printed
More than 1.8 mio copies
Partners: Vogue UK, Wallpaper, GQ UK & DE, ELLE and ELLE Deco
Facebook80.948
Instagram16.801
Twitter3.499
The Journal – Blog
About 4.000 montly visitors.
Seeding & PartneshipsNewsletter
More than 35.000 subscribers.
CONTENT SHARING
Challenges• Low brand and product awareness among consumers• Knowledge among medias is not established and reached• B&O heritage equals high price• Global market reach but limited resources to communicate the brand• Many competitors are screaming for attention and competing on media space
Opportunities:• Strong BANG & OLUFSEN heritage to build upon• High interest from media, easy access• Several new products launches • Instant liking of products once tested• Strong link to Danish Design and craftsmanship
CHALLENGES & OPPORTUNITIES
• Increase brand and product awareness – push our brand name B&O PLAY
• Drive consumers to our digital channels via relevant content marketing
• Increase number of product reviews
• Optimize PR activities and coverage in A-markets and secure basic coverage in B and C markets
• Secure clear and timely communication and reporting to internal and external stakeholders
• Secure global agency structure
FOCUS
Always be:• Editorial• Informative• Full of content • Engaging• Clearly aimed at Call To Action
Never be:• Pretentious• Advertising• Focussed in selling
Key messages:• B&O PLAY is all about superior sound quality and trendsetting design• B&O PLAY is not expensive • B&O PLAY is a brand that defines the Creative Urban consumer • B&OPLAY is easily accessible online
ENGAGING THE PRESS
PR Package A markets• Press release in local translation• Images• Units for Test & Review• Interviews e.g designer + HTL• Local agency support
PR Package B markets• Press release in local translation• Images• Possible Units for Test & Review• Distributed through local Country Manager and/or Retailers PR setup
PR Package C markets• Press release in English• Images• Distributed through local Country Manager and/or Retailers PR setup
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MARKET SUPPORT
KPIs
• Reach 50%+ of all Tier 1 media
• Create traffic to beoplay.com and SoMe
• Secure quality rather than quantity
• Increase brand awareness
A2
1. English press release approved internally
2. Press release translated into 12 languages
3. Pitch to selected media incl. T&R
4. Update of stakeholders
5. LAUNCH – global press release to relevant on- and offline media and bloggers
6. Follow-up on media incl. T&R
7. Seeding to ambassadors and other VIPs
8. Newsletter
CAMPAIGN PLAN
TRAFFIC TO WEBSITEGoogle analytics
COVERAGE
Cover storyReviews
COVERAGE
Interviews
Interior
COVERAGE
National TV Video test
COVERAGE
SoMe
Blogs
“B&O PLAY by Bang & Olufsen has just taken the wraps off the new BeoPlay A2 which features ground-breaking innovation, jaw-dropping sound and design, and a functionality that will leave you speechless”, - Consumer Electronics Daily News US
“Anything Bowers & Wiklins can do, Bang & Olufsen can do even better.“, - Engadget DE
‘The A2 is a fashionista tech klaxon… the catwalk clutch wireless speaker.’ - Metro UK
“The A2 joins a new breed of Bluetooth speakers that are angling to be the only room speaker you'll ever need. In the mornings it'll be your wake-up alarm, in the evenings it'll be the speaker you take into the kitchen and then after dinner you'll use it to chill out in the living room” - Huffington Post
“We are used to Bang & Olufsen go new ways when they launch new products. They do not disappoint this time either.” Audiophile.no
“It is super cool!” - Monte Carlo on DR3, DK
QUOTES
RESULTS AFTER THREE MONTHSGoogle analytics & Meltwater
76% website traffic increase first two
weeks
PR driven traffic to website 540%
165.000,000total impressions
524 online articles
65+% reach of Tier 1 media on A
markets
59 media reviews
RESULTS AFTER THREE MONTHSMeltwater
BEOPLAY A2 vs B&W T7 vs BOSE SOUNDLINK COLOR OCT-APRAll launched October 2014
With more than 50.000 units sold worldwide after just three months the A2 is the fastest selling product ever in the history of Bang & Olufsen
IN SHORT
Thanks for playing attention