Shaping the 4K UHD TV Rollout
Pragliola: Additionally, lots of manufacturers don’t care about sound quality, and even put their speakers on the back of the TV. That is not typical at all of JVC. JVC is known for audio, so it’s crucial that we provide the best possible audio experience through the television. And we’ve done that very successfully. Even at a 50 percent volume level, it’s extremely clear—and it’s a cost-saving measure for our end user.
Also, we will promote our current line with key retailers and provide aggressive promotional strategy for Q3 and Q4. Not only do we hope to gain market share, but we also hope to help our partners generate customers walking through their doors, and give them the ability to offer attractive price-points and to advertise our products; it’s a two-pronged approach.
Fasulo: We’re doing demand generation. We have a campaign that kicked off [in late May] and it will continue in earnest. What we’ve done is work directly with each retailer to drive demand generation for them locally, through local radio, local print, or if they want to tag our national spots. We’ve worked with them over the last few months to put those in place. It’s what I call hyper local marketing—taking our national campaign and localizing it with the retailer, so it’s both of us driving consumer demand.
Another thing is training—and in this case, training really does matter. It’s not a one-time training. We’ve employed a sales force that just calls on other retail stores, and there are over 400 of those folks. They don’t go to the buying offices; we have a sales force that goes to the buying office. They only go to the floors, and they’re responsible for repeated training, so salespeople become comfortable with the product and then become comfortable explaining it to the consumer.
The third thing is these events, which we will continue; we’ll make them local and create excitement in the market. We’ll reach about a 1,000 outlets from an events point of view, and obviously, that includes Magnolia Home Theater and Best Buy, to some degree. We’ve been doing events across the nation, in our own stores and also in retail partner stores, as well as marketing online. And the feedback has been phenomenal. We had Video and Audio Center in California last week and it was a smashing success. I was in Chicago for an evening event at Abt Electronics. This is also true of Starpower and Modia in Texas, as well as ListenUp in Denver, that we’re seeing attendance in the first 30 minutes to an hour hit the hundred mark of people waiting on line to come in to get a demonstration. And throughout the evening that type of attendance continues. It says really good things about our industry and really good things about how if you provide an exciting, compelling reason to come in—if you demonstrate—folks will stand on line to see what the latest and greatest is.