Post on 29-Jun-2020
transcript
SONOSMS DIM | Final Presentation | Spring 2016
Group 5: Lauren Glaser, Cady Hurtzig, Steve Levine, Jennie Nguyen, Jennifer Strock, Braden Young
Wireless In Home Began with Sonos
2002 2003 2008 2013 2016
Sonos enters marketiPod turns one
Napster shuts down
Launches iPhone app
Among first CE
CEO more focus on streaming
Push to develop voice control
iTunes Store launches Raised $118 million
Phases out controller
The Sonos Brand Now
Offerings● Networked wireless
speakers● Components ● Multi-room audio systems● $199 - $1800+
Brand Distinctions● High-end digital &
streaming in-home audio● Partnerships with volumes
of streaming music services
Wi-Fi-Only Advantages● Superior sound quality● Access to more music
sources● In-room flexibility ● Increasingly more
affordable
Audience Target● Modern Music Lovers
Sonos Product Mix
Sub $699
Playbar $699
Speakers Components Home Theater
Play 5: $499
Connect:Amp $499
Connect $349
Play 1: $199
Play 3: $299
2Sonos Goals
1 To increase the size of the wireless multi- room audio market
To recapture share in the wireless speaker market
2Choose a Brand
● 1 in 3 have a brand in mind while shopping, (which most discover through word of mouth)
● 1 in 10 prefer to purchase a brand they already own
Word of mouth and online research are what drive consumers to buy wireless audio.
Why Digital Marketing Strategy Matters
3
1Do Research
● 50% of speaker buyers carry out research prior to purchase
● Most consumers (43%) who buy wireless multi-room audio products buy them at retail stores
Buy Product
Sonos Online Presence vs. Key Competition
Bose Strategy •Social Influences•Sponsorships•Customer Service•Tech Support
JBL Strategy•NFL/NBA Sports Sponsorships•Celebrity Endorsements•Social Influences (#CordFail)•Branding & Product Placement
Sonos must work to raise its social presence
Sonos Current Marketing Strategy
Traditional Media
Event Marketing
Sponsorships and
Partnerships
Digital Outreach
Customer
Let’s Redefine the Sonos Audience
When People Listen to Music Out Loud at Home:
● 83% chores seem easier● 67% have more sex● 50% enjoy cooking more● 50% hang out together more● 43% feel more loved
New Sonos Target: Upwardly Mobile Families
● Men and Women● Married● Have Children at Home● Professional● HHI $75K+
How to Reach Them
Social Listening Influencer
Outreach
Measure Social Sharing
and ChatterContent
Creation & Distribution
Organic & Paid Search
Circumvent the purchase journey by getting influencers to
talk about Sonos
Launch an advertising campaign targeting
upwardly mobile families
Activate brand presence during key moments on the consumer journey
Influence Interrupt Attract
The “Go Home” CampaignThe “Go Home” Campaign will encourage people to rediscover the awesomeness of their home and family by adding their own personal soundtrack, with the help of Sonos.
GO HOME
GO HOME
GO HOME
Digital Distribution for “Go Home”
Social Media Advertising
DisplayAdvertising
EmailMarketing
Sales Growth Conversion RateMarket Share Index
Campaign KPIs
Net Promoter Score
Turn Converted Customers Into Brand Ambassadors
• Administer post-purchase satisfaction surveys
• Prompt customers to review products online
• Upsell new or compatible products to customers
• Provide active social fans with “insider” perks to encourage continued brand advocacy
References1. The Consumer Electronics Association (CEA), Consumer Perspectives on Wireless Multi-Room and Portable
Audio Solutions, April 2014.2. Futuresource Consulting, The Audio Shopper’s Journey, 2015.3. Complete.com, February 2016. 4. 1010data, Ecom Insights, 2015.5. IHS Technology, 2015.6. Gigaom, How to Build a Consumer Platform: Lessons from Sonos, 2011.7. Index Ventures, Understanding Brand Lessons From Sonos Brand Chief Greg Perlot, 2014.8. Harvard Business Review, How Tesla Under Armour and Sonos Do Branding, 2015.9. Mashable, The Story Behind the Wireless Music System 10 Years in the Making, 2011