Business Challenge
Sony Electronics sales had been relatively flat for several years, and the company was looking for creative approaches to boost sales and generate incremental revenue.
Insight
Research indicated a powerful potential for Sony to meet its goals by targeting Hispanic consumers. National consumer electronics chains had failed to build much of a presence within areas with large populations of Hispanic consumers, which meant that there was a large, untapped opportunity for Sony.
Strategy
Rather than using a traditional advertising-based solution, we knew our first move was establishing a retail presence. aim developed an multifaceted program that used pop-up retail shops; activations with existing retail accounts, including point of sale displays; assisted sales associates; and a mobile vehicle tour where consumers could experience Sony technology firsthand. Finally, to drive awareness, we developed a mass media promotional campaign. From 2006 to 2008, Sony Electronics’ Retail Outward initiative grew from one market to a national campaign.
Bragging Rights
Sony chalked-up sales increases of 125% to 198% in its major product categories, including digital imaging, mobile audio, personal audio, accessories and HDTVs. Sales to Hispanic consumers outpaced the general market by 39%, and the Sony brand registered significant increases in affinity and net promoter scores among Latinos.
