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Have you ever seen any B&O advertisement in your life? Majority of the people will answer “No”. After extensive research, we noticed the lack of effective advertisement for B&O products. Lack of effective advertisement strategy is also one of the considerable issue of B&O. Making an advertisement in the public place is inefficient because B&O and B&O Play’s target segment people do not use the public trains. Based on our perception and research of the Chinese audiovisual market, we came up with three concrete methods to efficiently advertise B&O brand.
1. B&O PLAY advertisement in the public place
First step of the efficient advertisement strategy is to display big posters in public places. These posters should not include the original B&O products because majority of people who look at the poster, cannot afford to pay for the high priced products. Therefore, this poster campaign aims to target not the high-net-worth individuals, but young professionals walking on the street. B&O PLAY’s extremely unique eye-catching design will attract a lot of young professionals who are always on the move. This advertising campaign will take place at exclusive and fashionable areas in China such as Beijing and Shanghai.
3. B&O PLAY TV commercial
Based on our survey, we found out that 57% of people who know B&O heard about the company through word-of-mouth. This data shows that B&O still keeps their high-end brand image, and very exclusive. By implementing a B&O PLAY TV commercial, which targets Chinese customers, the potential return on investment is high. Keeping high brand image of the original B&O is good for their future strategy, but we suggest to promote their secondary product line to the public. We will make Chinese young professionals conscious about B&O PLAY, and eventually open their curiosity to traditional B&O offerings. This strategy will build brand power through spreading awareness among the younger segment. In turn, they will communicate the "brand awareness" to their family and friends, and also to the older segment that are may have an appeal for traditional B&O’s product line. The broadcast time will be after the golden time, 9-10 p.m. to fit young professional’s hectic life style, and the target TV program are news shows which broadcast political and financial news.
2. Participate in the China Electronic Fair
In the past, B&O has always been hesitated to participate in an event. However, in order to create high brand awareness, we suggest that both traditional B&O and B&O PLAY to participate in the China Electronic Fair (CEF). This is an annual expo in China which consists of over 500 companies to showcase and sell their electronic products. In 2014, this fair was held in Shanghai, and will be held in Beijing next year. Participating in the biggest electricity fair in China definitely works as an efficient advertisement strategy to raise brand awareness for B&O and B&O PLAY. Following information are the estimated information of CEF 2015 from the official web-site.
Estimated Participants of the CEF 2015 in Beijing:
500 exhibitors (Electric Companies)
300 media press
700 buyers
80,000 attendees
40,000 square meters of exhibit space
Over 15 conference sessions and events.
