Sennheiser Increases Brand Marketing
Dealerscope Editor-in-Chief Jeff O’Heir recently sat down with Sennheiser co-CEOs, Andreas and Daniel Sennheiser, who were named to the role last October, at the company headquarters in Wedemark, Germany, to discuss changes in the company, the new Momentum line of headphones and additions to the company’s U.S. dealer programs and relationships. In this portion of the interview, the second of three, the brothers started off by talking about the need to do a better job delivering the full Sennheiser package – mainly through online marketing and new social media initiatives to U.S. consumers. Go to Dealerscope.com for the first part of the interview and stay tune for the final installment.
Dealerscope: You mentioned that you want to bring the customer closer to the product with a fuller package. What do you mean by that?
Daniel: When I say package, I don’t mean product packaging. We believe that there is so much more than the traditional technological factors that Sennheiser has been known for: sound quality, the quality of the product, long lasting, German engineering; all these classic Sennheiser values that we’ve always built our success on. Those have to be complemented by exceptional design, good material choice, good marketing, social media; youname it. All of that has to come together. The consumer buys a complete package, including the story of a product and the story of the company they’re buying it from. And here we are in a situation where we have 70 years of stories, great stories, and maybe we’ve been shy of telling them in the past.