By Chris Nicholls
MELBOURNE: TEAC Australia has revealed the company will undertake a comprehensive marketing campaign in Q4 to back up a range of new models, and push its Japanese origins to help re-build brand image.
Speaking to Current.com.au, recently appointed product and marketing manager, Daniel Seow (who joined from Eastman Kodak in February after a long career in CE firms), said the campaign would help restore TEAC’s image in consumer’s minds.
“We re-launched the brand, but [need to] re-build the brand in terms of consumer confidence, because TEAC has always been a Japanese brand, but because of what has happened in the past, it is perceived as a Chinese brand or whatever.”
He said there was no real identity for the brand, but had “lots of exciting new products coming up”, including their new ‘Tallboy’ iPod-based sound system and soundbar home theatre system.
As a result, the marketing campaign will encompass audio, television, home theatre and branding, he said.
Seow said the most exciting aspect of this marketing campaign, though, which would encompass all media bar television (although this was something he was looking at), would be the retail floor promotion.
“I can’t disclose it now, as it’s a bit sensitive, but I think when the consumers step in [to a store] they won’t miss the brand,” he said.
He said the materials would help shop floor staff “articulate the TEAC brand” to consumers.
The promotions will focus on the main areas of audio, television, home theatre and branding, Seow said.
With all this expansion, Seow said he would also look to expand the marketing team as part of a restructure of the team later this year.
“We are definitely going to expand the team, he said. As business grows, we need more resources,” he said.
Seow’s appointment is a new role, which sits above that or product and marketing manager, Peter Burnham.