Sony Electronics has just embarked on a five-month event push focused on Hispanic consumers in and around Los Angeles. The manufacturer is setting up a branded environment in parking lots of key retailers—both big chains and independents—and at community events primarily on weekends through March.
On display: a full line of Sony products including high-def TVs car audio Vaio computers Cyber-shot cameras Handycams and personal audio. The company also is letting sister companies piggyback—tunes by Sony Music artists will play on audio equipment while TVs show off content from the Sony Pictures arm. Brand ambassadors will offer info in English and Spanish on all of it.
“Consumer electronics in general is becoming more complicated and we’re finding that education is the key to building that relationship with our customers ” Tanya Diggs Sony Electronics’ director-corporate marketing told Buzz. “We’ll educate the customer about the technology about the brand and what we bring to the consumer experience.”
Sony is using 13 weeks of ad spots on Hispanic radio stations to promote the effort; it’s also planning live radio remotes from the store events. Diggs said the company expects to expand the initiative to other major markets in 2007. Agency: Alternative & Innovative Marketing Escondido CA.
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