If you, as a consumer electronics retailer, want to see what it’s like to smartly execute an in-store event with a manufacturer partner, look no further than what World Wide Stereo and Bose were able to accomplish just outside of Philadelphia this week.
In what’s becoming an annual tradition for me (one that I'll happily continue to partake in), Bose and World Wide Stereo worked together to give guests a spectacular demo of some of Bose’s personal audio and home theater products, as well as an opportunity to meet a high profile member of the Philadelphia Eagles—this year, it was defensive lineman Fletcher Cox. Bose is the Official Sound of the NFL.
For Bose, now in year three of its partnership with the NFL, the partnership continues to show its strong potential, especially in local NFL markets. Adrian Eiben, Unit Business Manager of the Bose Custom Solutions group, said that the experience of working with local retailers like World Wide Stereo has only gotten better as the company discovers how to work with the retailer to continually improve upon the event each year and create more value for everyone involved.
The improvement, year-over-year in how Bose executed it’s event at World Wide Stereo is a perfect representation of how it has learned to maximize the potential of all of these moving parts. It was also a tremendous showing, from a CE retail perspective, of how independent dealers can work with their manufacturer partners to put on impactful events that not only draw large crowds, but that also effectively showcase the store, its employees, and the manufacturer’s product.
This year, the Bose event at World Wide Stereo engaged a foot traffic system that kept the line moving smoothly. But while it enabled visitors to quickly get their signature and photo taken with Fletcher, it also moved them through a series of demos that put Bose’s product in front of every visitor that walked through the door. It almost gamified the experience in that, to get to your “ultimate prize,” you had to go through different levels until you reached the end of the game. In this case, though, those different levels provided the consumer top-notch education around Bose’s home entertainment and personal audio products.
The demos were impressive in and of themselves. But the format in which they were delivered and how they improved the overall event experience is really what hit home. Sure, the crowd at an event like this might not be totally in line with the average clientele at your store, but at the very least it gets people in the door, and it gives both you the retailer and your manufacturer the opportunity to boost brand recognition with members of your local community.
A big hats off to Bose, Eiben, and World Wide Stereo’s Bob Cole for, again, setting the example for top-notch partnerships in the CE retail space.