Your Customers Are the Osbournes
Not that we needed any reminders, but two Super Bowl commercials made it clear that the latest consumer electronics revolution has little to do with TVs or high-end sound systems. The revolution is all about mobile technologies and how related products connect to personal and corporate lifestyles.
Independent and specialty dealers looking to differentiate their offerings, attract new customers and drive profitable services can borrow a few tips from the ads.
Start with the one from Staples. It featured flying notebooks, walking tablets, hopping displays, rolling software boxes, and running mice. "And they're all looking for the same thing, the one place that makes technology easy. Staples" the ad stated.
The ad makes it clear that Staples is no longer about, well, staples and all the other traditional office products the business was built on. The ad's closing lines says it all: "With highly trained tech experts and tech centers Staples makes finding the right technology just the way you want it. Easy."
We're not saying Staples will live up to its promises, but with an ad that sends this type of message during the most-watched event of the year we can say that thousands of consumers will see what the chain has to offer.
Of course smaller dealers don't have the budget for this type of campaign. But they do have budgets and they do have traditional and new media marketing campaigns. They also have something the big boxes like Staple don't have: A database with the contact info of loyal customers that have relied on them in the past for their CE needs. Those same clients are the ones who have recommended you to their family, friends and neighbors throughout the years. And there's always a new generation, a new demographic that's hungry for those recommendations.
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