Marketing professionals and audiophiles alike may be interested to learn that Denon and BBDO will be launching an ad campaign comprised of a groundbreaking 75% digital media. This may not be unusual for, say, a website, but it’s unusual to see an electronics company pushing the digital media so hard.
Denon are known primarily among DJs, serious audiophiles, and audio professionals for their top class equipment, but “household name” status has evaded the company in the past. Though their Dxxx series headphones command a premium price, the company occupies a modest market share in a niche market and rarely earn the same amount of coverage as more high-profile and fashionable, and frequently technically inferior audio companies.
The aim of this new campaign is simple: let people know just how much better music can be with the right docking stations, headphones and other accessories. Most of us are used to listening to MP3s through earbuds or, at best, outdated stereo systems. If Denon and BBDO prove successful in this marketing initiative, high quality sound may no longer be the province of audiophiles and audiophiles alone. Essentially, Denon is trying to convert the casual music lover into an armchair audiophile, and it might just work.
A part of this marketing effort actually has the BBDO offices integrating Denon electronics into their own workplace, ensuring a deep and intimate familiarity with the very products they intend to help sell. BBDO will also handle distribution and shipping efforts for Denon.
Inspiration for this marketing partnership has to do in part with the sheer presence of pop culture in our lives in the 21st Century. The average individual in a developed nation will typically identify not just by politics, religion and cultural background, but by the music they listen to and the shows they watch, as well. You have fans of Breaking Bad and you have people who never miss a new single by a favorite band. Our movies, shows, comic books and music don’t just keep us entertained, they make us a part of specific subcultures and niches.
Denon and BBDO hope to create a new partnership designed specifically for this framework. Trying to sell Denon products to the general public would be a bit much, but by selling specifically to targeted markets, by emphasizing specifically to certain niches the improved quality and convenience you get with the right headphones and an easy to use docking station, Denon and BBDO hope that the usefulness of the products will catch on and the message will become infectious.
With a digital-heavy campaign, Denon and BBDO seem to be aiming specifically for a tuned in, turned on audience, people who are already familiar with digital media and who perhaps get most of their entertainment through streaming and downloading rather than on hard copies via DVD, Blu-Ray and CD. By putting a bit of faith into their target demographics, BBDO and Denon may reap the rewards of building a marketing campaign and products specifically for the digital generation.