Helping Harman Resonate
Connecting Harman audio brands to their consumers.
When the Harman family of brands (Harman Kardon, JBL, Mark Levinson, AKG, Infinity) came under new management, they came to us to reinvigorate their B2B sales and B2C promotions. With multiple audio brands and multiple audiences, it was not a simple ask… so Modern Marketing created a 3-pronged approach that increased education, awareness and sales of in-car audio and audio devices at retail.
INFLUENCER MARKETING • We kicked off the awareness campaign with ‘First Taste by Harman’, a VIP event at the Harman flagship store. A roster of influential guests experienced the pairing of superior sound and incredible technology with gourmet cuisine and innovative experiences. We coordinated the event including event DJ, activations, custom signage, video projection & consumer collateral.
CONSUMER EXPERIENCES • To increase awareness of JBL’s consumer products line, we brought the brand to popular lifestyle events like the Toyota Texas Fest (below left), and provided teams of trained brand ambassadors at key retail accounts to educate consumers on the range of JBL home audio products. We were also responsible for the ideation and design for JBL’s on-site sound system promotion at auto dealerships and special events (below right).
ASSISTED SALES • Finally, we launched an In-Dealership training program to educate auto dealer sales consultants on the value of premium audio upgrades. We worked with dealers in 6 US markets, representing Toyota, Lexus, Lincoln, FCA, and Subaru. The goal was threefold: to train sales consultants on the product, to incentivize dealerships to increase premium audio sales, and to gather feedback from the field for the Harman management team.
We trained over 300 dealerships handled the creation of numerous print materials for all OEM’s, and created branded dealership events to give a unique training perspective in each market.
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