Sales Promotion

UGC

This tool has already been used by marketers of Beats By Dr.Dre via its social network accounts.

Source: https://twitter.com/beatsbydre

AR

A good way of deploying this tool would be using QR codes, which consumers could scan in order to get more information about the product and its features. They can be placed on boxes which contain headphones and side products.

Consumer Promotions

They are good to use when the product is launched, but it is not so for Beats by Dr.Dre Headphones.

A few incentives can be used:

Sweepstakes: i.e. buy Beats by Dr.Dre Studio headphones, get a certificate with a guaranteed 15% discount off the next purchase which can rise to 50% discount, if you’re lucky.

Loyalty programs: i.e. get a points card with a $200 purchase, collect the points and at a certain amount exchange them for gifts such as a case for headphones.

Trade promotions

In order to attract and/or retain the attention of intermediaries, such tools can be used:

Trade shows – the company organizes a lot of events, as stated above. Distributors can be invited to attend some of them in order to generate their interest in selling a product.

Co-op advertising – would be also a great tool to create buzz around the brand. If it’s name is everywhere, than consumers are even more likely to spot it and be aware of existing of these headphones.

Direct Response

Catalogues

Beats By Dr.Dre website offers a variety of information. Primarily, it reveals all the models from Beats by Dr.Dre Collection specifying their features and providing the images from different angles to gain full understanding of the product’s image and functions. Here’s an example for the Beats by Dr.Dre Mixr model.

Source: http://www.beatsbydre.com/headphones/beats-mixr-white/900-00032-01,default,pd.html

Also, representatives of lead & traffic generations can be considered cross-channel shoppers. They look for the product online, find out its features, occassionally contact the company to find out more details about the headphones and eventually, if still interested in product, go to the store and purchase Beats. Moreover, a typical user of Beats by Dr.Dre headphones is brand and image conscious, moderate or constant Internet user and really is into music and the quality of sound which conditions the existence of lead and traffic generations in Beats by Dr.Dre target market.

Sponsorship

An example of a recent sponsorship provided by Beats by Dr.Dre is creation of a model specifically for a number of British athletes at the London 2012 Olympics.

There are also a few ways in which the company can use sponsorship as their tool:

1) i.e. money can be invested into organization and holding a sports game (football, basketball or hockey) so that the posters of Beats by Dr.Dre as a sponsor are visible;

2) an element of CSR can be implemented by investing money into a charity event, such as raising money for sick children;

3) i.e. when a music band releases a new album, Beats by Dr.Dre can invest money into the event following the release as a sponsor in order to generate publicity.

Дата добавления: 2015-11-14