Harman Expands Outreach Through Event Marketing
At a time when many suppliers are pulling back from promotional activities, Harman is aggressively pursuing an outreach strategy that extends beyond the showroom floor and into high-profile home shows and concert venues.
The company’s drive for richer consumer engagement with its brands has entered a new phase – event marketing – as the next stage in a multi-pronged outreach that began in earnest in February with the deployment of a specially merchandised section in the Kansas City, Kansas Nebraska Furniture Mart fully staged to demonstrate Harman brands in an interactive, experiential manner that can be scaled to fit retailers of all stripes.
“It’s all about being able to bring products to consumers where they play,” said Chris Dragon, Harman’s director of consumer and field marketing. In March, Harman’s Mobile Entertainment Showroom opened its doors and demos to New York City interior designers and high-end consumers at the Architectural Digest Home Design Show.