Hitachi Stresses Training and Education for HDTV
At Hitachi’s Summer 2007 press conference, VP of marketing Daniel Lee stressed that the company is focus on marketing, merchandising and education/training. Why? Hitachi recognizes that it’s a tough market, and while price is still important to consumers, so are things like technology, features and style, all of which require the right mix of consumer education and dealer training to support.
In fact, a survey (conducted with KRC Research) that Hitachi released last week revealed that 78 percent of consumers are confused over HDTV options. So the company is launching a number of initiatives to whittle down on that confusion. One is a new virtual showroom online which lets users browse among Hitachi products. A couple of promotions, one with Fox Football (PAC 10 and Big 12) will get the Hitachi brand in front of key customers, and another combines the two in the www.rushfor200yards.com website which lets consumers win Hitachi products and trips in conjunction with fantasy football competition.
Perhaps the most important initiate though, is enhance retail training. Led by new Hitachi National Training Manager David Berman, the company is launching a three tiered training and certification program for sales associates that includes both online and in-person components.