General Forum

Re: New Marketing campaign...

Tod Daniel — Wed, 05 Oct 2011 16:43:46 GMT

I agree with Puncher. I have B&O catalogues from the 90s when B&O would go in peoples homes all over the world and they would talk about their B&Os, why they love them and have they have fitted into their lives really nice black and white photography.

I kind of switched off when they started putting Aston Martins and highly materialistic things in the brochures a year or two back. They kind of got too bling bling and super, super shallow. I felt they'd stuck their nose up to their loyal customers in favour of the playboy millionaire. It just got real shallow for me. I kind of still feel that whenever I walk into a B&O showroom which is a real shame.

Re: New Marketing campaign...

Puncher — Wed, 05 Oct 2011 16:35:58 GMT

I'm sort of with Moxxey here - I don't give a Monkey's about what art directors, movie stars, rock stars, professional sportsfolk etc. desire/believe or aspire to. I'd prefer to see why "ordinary" folk fell in love with the brand - what inspired them, why they love it, what makes them pay more than they can reasonably afford to buy it etc. It should be about what it is to you, not what it may appear to others. Sell the ordinary man's passion, not the status symbol!

Re: New Marketing campaign...

moxxey — Wed, 05 Oct 2011 14:21:57 GMT

Razlaw:

Thanks for pointing out the obvious Moxxey, that nobody said they were a bad idea.

A nice slap on the back hey Razlaw. Such a lovely bloke.

I made the point that the approach wasn't great, not that the videos were poor/bad/incorrect.

Re: New Marketing campaign...

SHEFFIELD — Wed, 05 Oct 2011 14:09:40 GMT

It's purely about passion...what moves you.

Re: New Marketing campaign...

Razlaw — Wed, 05 Oct 2011 10:25:35 GMT

Thanks for pointing out the obvious Moxxey, that nobody said they were a bad idea.

Re: New Marketing campaign...

moxxey — Wed, 05 Oct 2011 09:56:52 GMT

Razlaw:

I agree. I think the videos are excellent. As you said, they are about emotion, not the products. They are about being passionate about something.

No-one said they are a bad idea, just that we need more everyday people, everyday uses for B&O kit. Show average people getting the most from their kit. Not stories. Not musicians.

They are just video versions of what we see in the magalogues for the last couple of years.

Re: New Marketing campaign...

elephant — Wed, 05 Oct 2011 07:44:17 GMT

Razlaw:

akoro:

Actually the videos/stories have nothing to do with Bang & Olufsen products. The idea is more about a emotion. How that converts into buying customers is beyond me. Nice stories though.

I personally like the idea of presenting products in real life situations.

I agree. I think the videos are excellent. As you said, they are about emotion, not the products. They are about being passionate about something.

Someone only yesterday started our very own version of this kind of campaign in the thread "When and how did your Beo-fever start?" => http://forum.beoworld.org/forums/t/9076.aspx

I will be interested to see the video stories and I hope they do inspire some young people just like once-upona-time we were all inspired by shops, uncles, or experiences at friend's homes

Tue's story (which is not about B&O!) => http://www.bang-olufsen.com/tue-mantoni

Nikolaj Hübbe, the ballet director, tells his story => http://www.bang-olufsen.com/nikolaj-hubbe <= he is holding a Beo5 but does not mention B&O

However the clips do end with this cut:

Re: New Marketing campaign...

Razlaw — Wed, 05 Oct 2011 07:06:09 GMT

akoro:

Actually the videos/stories have nothing to do with Bang & Olufsen products. The idea is more about a emotion. How that converts into buying customers is beyond me. Nice stories though.

I personally like the idea of presenting products in real life situations.

I agree. I think the videos are excellent. As you said, they are about emotion, not the products. They are about being passionate about something.

Re: New Marketing campaign...

PhilLondon — Wed, 05 Oct 2011 06:58:03 GMT

I wouldn't be that negative.

Most people in the public had forgotten about B&O, and the strategy here is that people start hearing about the brand using the power of the internet.

It is probably quite cheap to produce those films. Then, because it is not as such an advert, bloggers in different domains (art, lifestyle) will blog about it, re-tweet it, etc...

it is just good targeted advetising that is very cheap. Have no problem with that.

Same for the new colours for the Form 2 headphones, the chanterelle Beovision 10, the black alu Beovision 10, etc... Many blogs are talking about it. Putting the name and logo of B&O in from of many eyes.

Let's face it, until they bring out their digital Masterlink replacement, they can't really advertise the high technology and the link system any longer.

Re: New Marketing campaign...

moxxey — Wed, 05 Oct 2011 06:37:46 GMT

akoro:

Actually the videos/stories have nothing to do with Bang & Olufsen products. The idea is more about a emotion. How that converts into buying customers is beyond me. Nice stories though.

"Which is why Bang & Olufsen has joined forces with artists and visionaries, who have rich stories to tell. "

Good luck with that then. Rich being the operative word.

Re: New Marketing campaign...

moxxey — Wed, 05 Oct 2011 06:35:34 GMT

Chris:

The wrong type of people are being used in adverts to attract a totally new type of customer Smart and reasurring advertising that constantly enforces that what you own and ultimately covert, is the very best in the world.

Maybe B&O are paranoid these "arts" types are the next generation who will vote the B&O brand in to the "cool" list? :)

I bet things at B&O do not change as much as we think they should. The prices will remain, the stores won't change for ages (IMHO, as it's too expensive), the attitude will remain and this new product category will be nothing more than one or two small products - it's now October and not a single item has been released.

Don't want to worry B&O, but I saw the first Christmas TV advert last night. The buying season has already started.

Re: New Marketing campaign...

akoro — Wed, 05 Oct 2011 06:35:32 GMT

moxxey:

PhilLondon:

One of these films includes Tue Mantoni’s personal story about an event that profoundly moved him years back, and the other features Nikolaj Hübbe, Artistic Director of the Royal Danish Ballet, who describes an experience with sound that touched his ‘dancer’s heart.’

So...they are tapping right in to the average man on the street then? :)

As I said before, with the new catalogue I'd like to see B&O go back to highlighting real-life examples of how the kit has been integrated in to people's homes and how these people have made use of B&O kit. I don't want to read about commercial musicians, stars and other users have been "moved" by B&O kit. I don't find that aspirational at all.

Actually the videos/stories have nothing to do with Bang & Olufsen products. The idea is more about a emotion. How that converts into buying customers is beyond me. Nice stories though.

I personally like the idea of presenting products in real life situations.

Re: New Marketing campaign...

Chris — Wed, 05 Oct 2011 06:18:14 GMT

My brother lectures on the "arts" at Bristol University, and doesn't know *** about technology like B&O and couldn't care less either. He would be the last person i would want to emulate based upon his current levels of electrical gear(a Sony tape Walkman i gave him in the 80's) Cheapskate.

The wrong type of people are being used in adverts to attract a totally new type of customer Smart and reasurring advertising that constantly enforces that what you own and ultimately covert, is the very best in the world.

Re: New Marketing campaign...

Tod Daniel — Wed, 05 Oct 2011 06:05:16 GMT

Totally agree with Moxxey.

This isn't exactly going to appeal to the young is it? In fact, it will probably turn them off!

If you want a video of a B&O young product take a look at the Pioneer DDJ ERGO video!

Re: New Marketing campaign...

Kokomo — Wed, 05 Oct 2011 06:04:57 GMT

I haven't viewed the content so I may be being unfair here, but it sounds so out of touch to be almost unbelievable.

Nothing wrong with the Royal Danish Ballet, but it's not exactly a customer grabber is it?