Brands Touchpoints

POINTS OF SALE

Beats official store and Apple store : In 2011, the Beats by Dr.Dre opened in Soho (NYC) his own flagship store where you can really experience the brand. This store should let people be closer to the brand and fans would enjoy visiting it. However, few customers complained about the terrible customer service : lack of assistance and employees were not friendly (http://www.yelp.com/biz/beats-by-dr-dre-manhattan). Fans can also buy Beats headphones in all the Apple Store. Imagine, Apple have 8 millions fans on Facebook … if they all experience the Apple Store, they will also be able to experience Beats headphones. Nice play !!

BE CAREFUL DR. DRE, fans are WATCHING YOU !!

Sennheiser points of sales

Senneheiser does not have its personal physical store. Its products are mostly sold on line. The brand have many dealers. Headphones can physically be bought at the store FNAC.

Bose® stores and Apple store:

In 1993 Bose opened its first store in Kittery, Maine. Since then Bose has opened 160 stores in the U.S. and numerous locations worldwide. In Britain there are twelve Bose stores, including one on Regent Street. Bose stores feature a 15- to 25-seat theater which has a short film that demonstrates a Bose videowave system. And there are four kind of Bose stores now. The showcase stores which offer an extensive breadth of innovative products—from home theater to headphones, from our Wave® systems to SoundDock® systems for iPod®. Then the factor stores feature value-priced, Factory Renewed items—along with the same new products offered in Showcase stores. Our Factory Renewed products meet the same high performance standards as new items, and are backed by the same limited warranties. Another kind is personal audio store, which selects products for on–the–go customers who want Bose to be part of their active lifestyles—from Wave® systems to headphones, from computer speakers to SoundDock® systems for iPod. The last is airport kiosks which select products, including ideal travel choices like Bose® QuietComfort® headphones.

The fans can also buy the Bose headphone in Apple stores. According to this connection of Apple store, Bose will share the customer resources with Apple. This will be good opportunity to recruit more new customers.

CO-BRANDING : What a nice strategy ! In 20110, Beats by Dr. Dre decided to cooperate with a famous smartphone maker HTC. They are both bringing high performance sound to HTC mobile phones. A brand new era of mobile phones. You understand that loyal HTC customers will be therefore connected to Beats by Dr. Dre brand. So it is an effective way to reach new customers for the brand.

During the London Olympic Games in 2012, Beats by Dr.Dre even collaborated with Coca Cola. Coco-Cola collaborated with WILL I AM, a singer to launch a sustainability collaboration platform for brands to product greener products. Beats by Dr. Dre joined the partnership and they even produced greener headphones (http://www.brandchannel.com/home/post/2012/07/31/London-2012-Coca-Cola-william-Dr-Dre-073112.aspx).

CO-BRANDING for Bose:

For a new experiment, Bose and the U.S. consumer electronics retail giant Best Buy for the first time to cooperate with China settled in Best Buy’s flagship store in Shanghai Xujiahui together to create the first Best Buy Bose Shanghai (Xuhui) stores, customers can be 100 Best Buy stores to experience the unique Bose technology and product demonstrations. So it’s really a effective way for Bose to get the new customers.

Bose Automotive GmbH was honoured as “Supplier of the Year 2008” “for their outstanding performance in cooperation with Porsche AG.” The Porsche Supplier Award 2008 stands for partnership, communication and commitment. In addition, the company received the prestigious “Supplier Award 2008.” Over the years, Bose Automotive GmbH has taken many opportunities to support the Porsche Clubs with events and has been an official partner since 2009.

(http://www.porsche.com/international/_hungary_/motorsportandevents/porscheclubs/partner/bose/)

DIGITAL MEDIA :

4.4 million fans on the Facebook page !! Be sure that Beats by Dr.Dre is very attractive on the social media and entertains the fans with daily and weekly fun pictures, contests or amazing events. The brand really knows how to use the mystery and to make a buzz in the community. For instance, the brand gathered a lot of people around the “Color Contest” last november. A contest where you take a picture, choose your word, pick your color and share it with your friends. The winners had their pictures on the Facebook page. How cool is that to be “liked” by your own community ?

Bose social media

The official Bose Fan Page is your connection to the Bose community, with new product info, news, conversation and more. The mainly Fan page for Bose are Facebook and Twitters. Over one million fans on Bose’s Facebook and over 29 thousands of people talk about them on the Facebook. And they have about 10 thousand followers on Twitters.

http://fanpagelist.com/category/tv-shows/

Youtube is also a very important social media for Bose headphones. On this websit, there’s a lot of vedios to show the brand image and Bose technology, and customer also can show their Bose experience on it. It’s really a good stage for Bose to introduce the brand and recruit more customers.

Just like this vedio: Bose AE2i Headphones for the iPhone, iPod Touch and iPad

Sennheiser is almost presents on social media as facebook. Its has many facebook pages, one for each countries in which the brand is represented. We can count 51,230 fans on Sennheiser France facebook. The fans can find daily activities of the brand, contests and events organised by Sennheiser. As the game organised on November 22th, offering the possibility for the fans to meet the famous DJ’s Bob Sinclar and win the headphone he is promoting, the Sennheiser Amperior

https://www.facebook.com/sennheiserfr

Senneheiser also has many mini websites, dedicated to events organised by Sennheiser, services and Sennheiser innovated products. As the page “http://www.sennheiser.fr/minisites/rhythm-in-you” on design headphones, given the opportunity to custom and design their headphones. Sennheiser also sponsores a musical webtv, Musikonos “http://www.musikonos.com/tv/” where a listed all the videos of events or advertising made by Sennheiser.

EVENTS :

For Beats

Dr.Dre always organizes amazing events especially when launching new products lines. For instance, last november, he organized a major event to present the new color of Beats headphones. He gathered millions of fans in London which seemed to have a lot of fun …. and NOT ONLY YOUNG PEOPLE …. !!

International DJS are also happy to use Beats headphones during concerts. This is obviously also a major touch points. The fans of the DJs will have a look and will buy Beats headphones if their artist carries one.

In 2011, there is an event held by Bose and Porsche. Whiteroom have just designed, produced and installed the new BOSE Point of Purchase units. The units were part of a joint venture by BOSE and Porsche to strengthen each others product lines by a clever use of dealership retail space. BOSE approached Whiteroom to design and configure six high quality interactive tower displays to use across the country at pop up event days and exhibitions. BOSE and Whiteroom also took over one of the conference rooms in the dealership and turned it into a home lifestyle demonstration area for the new Video Wave product. The whole event was a great success. BOSE were extremely happy, as was Porsche who couldn’t believe how well the units worked and looked in their retail environment. Keep checking in to see future pop up retail events this year.

Senneheiser organised some event like concerts to stay stone to their customers. The recently organised a concert with Johnny Hallyday, where children with deficient auditory had assisted, a major challenge wich had a good media coverage.