Sony Promises Retailers Holiday Help
Sony Electronics executives say they’re in full get-out-the-sale mode this holiday month, hoping to drive foot traffic into the doors of their retail partners. President and COO of Sony Electronics Stan Glasgow says the company is looking into all manner of content collaborations, promotions, and “opportunities in bundling” this quarter.
Marketing strategies include the distribution of over 50 million newspaper inserts, glossy spreads featuring professional golfer turned spokesmodel Michelle Wie, throughout the U.S. during December and January. President of consumer sales Jay Vandenbree says 1,000 Sony reps are travelling around the country as well, providing hands-on assistance to salespeople on retail showfloors.
Even with an array of education efforts, the Sony execs, speaking to the media in New York yesterday, say they want to do a better job at showing consumers the benefits of high definition TV and inspiring purchases. “In a survey we did last week...22% of consumers said they had no idea what HD meant,” said Mike Fasulo, Sony Electronics’ Chief Marketing Officer.