Sony Australia has urged retailers to get behind the manufacturers retail marketing strategy in the lead-up to the Christmas retail season. Speaking to Current, Sony marketing manager – brands and channel, Vanessa Hamilton, said that Sony are investing millions in marketing this quarter, and retailers should reap the benefits.
Sony are currently embarking on two big marketing activities: a TVC campaign promoting Blu-ray technology and a global tie-in initiative with the new James Bond film, Quantum of Solace. Hamilton predicts these campaigns will get customers into stores and buying high-ticket items.
“We have a very a aggressive marketing strategy to drive customers to stores,” she said.
Launched last week, the Quantum of Solace campaign will promote all Sony products, and the brand itself, through product placement in the film and associated marketing activity. Hamilton predicts Quantum of Solace will be the biggest movie of the year in Australia, and the appeal of Agent 007, and his exciting lifestyle, will encourage users to emulate his deeds through the acquisition of Sony products.
“The behavior of Bond, the girls, the gadgets: they’re very appealing.”
Whilst the ordinary Aussie can’t live like Bond, and most can’t get the girls to the same extent, the gadgets are attainable – and Sony is focusing on that.
“Whenever we can show consumers that we have great products, and great content to play on these products – it’s good for retailers.”
Hamilton also said that she had already received good feedback from retailers regarding the Blu-ray TVC promotion that commenced last Sunday. In the advertisements, Craig McLaughlin explains to consumers the benefits of this new technology.
“Craig is a great asset, he’s very accessible – the mass market is only just getting their heads around this [new technology].”
Sony currently has around 100 reps going to over 2,500 retail outlets, informing owners and managers about the campaign and how they can best benefit. Sony has point-of-sale, e-learning kits, online and in-store demonstrations available to retailers who want to learn more. Hamilton further encourages retailers to regularly log on to Sony’s dedicated retailer website to continually keep up to date with what the supplier is up to.