SOURCE: Sennheiser Electronic Corporation

Sennheiser Electronic Corporation

September 29, 2009 13:14 ET

Sennheiser Makes High Quality Connection With Consumers Through Intimate, Highly Focused Marketing Campaign

"Sennheiser Sound Tour" Brings True Sound to Consumers' Doorstep -- in Person and on Web -- Through Unconventional and Creative Marketing Channels

OLD LYME, CT--(Marketwire - September 29, 2009) - Premium quality headphone manufacturer Sennheiser wrapped up its "Sennheiser Sound Tour" this month in Montreal, Canada, concluding an intense, three month customer engagement initiative that combined interactive social media elements, competing teams of "brand ambassadors" and on-site, consumer-focused appearances. The response to the campaign and its corollary results based on clear measurements were overwhelmingly positive -- despite an extremely difficult economic environment.

Background and execution

Sennheiser, the German electronics company whose brand is synonymous with quality and innovation, is highly regarded among audiophile consumers and is in fact the number one headphone brand in Europe. Additionally, the Sennheiser brand is widely respected in the professional audio realm and endorsed by highly regarded musicians all around the world. The Sennheiser Sound Tour campaign was designed to familiarize the Sennheiser brand with a broader base of North American consumers.

The campaign sought to introduce "true sound" to a young and very busy demographic, appealing to individuals who identify with confidence, self-expression, fashion and most of all, high-quality sound. Its unconventional marketing tactics enabled direct interaction with customers, reducing "informational clutter" and providing a direct brand experience in a very effective fashion.

The Sennheiser Sound Tour was more than just a sampling tour. In addition to featuring pre-scheduled events across the U.S. and Canada, the two teams -- comprised of real people who are both knowledgeable and passionate about Sennheiser's headphone products -- were given the freedom to create and propagate content from their customer engagements. This "reality show" component resulted in a series of highly creative, self-produced webisodes that added an important, interactive dimension to the campaign. The frequent consumer interactions also enabled customers all across North America to "discover, try and buy" Sennheiser headphones on for themselves, which directly increased the number of conversions.

Summary of results

There were 132 in-person appearances over 70 days altogether, consisting of prominent retail locations, festivals, famous landmarks, museums and other regional attractions. Through its in-person appearances during the tour, Sennheiser estimates that the campaign touched a total of 120,500 people on the ground.

The social media component (consisting of Facebook, YouTube, dedicated microsite and other channels) played a very important role in the campaign and resulted in over 100 million online impressions, millions of blog posts and approximately 20,000 "fans" on the collective Sennheiser Facebook sites.

Over the course of the campaign, a total of 22 webisodes were filmed by the guys' and girls' teams at various locations around North America; these were viewed by thousands of consumers and played a key role in the online engagement. The footage contained planned and impromptu interactions among the teams, consumers, entertainment personalities and other characters.

Stefanie Reichert, vice president of strategic marketing, Sennheiser, commented: "The success of the Sennheiser Sound Tour is rooted in its overall authenticity -- when consumers hear our products, very soon they become converted to the Sennheiser Sound and remain loyal to our brand. The unconventional marketing avenues we chose, which reflect our company's innovative approach, enabled a direct path for consumers to experience our products. These avenues also eliminated many of the distractions often found in other, more traditional campaigns."

Selected Resources and links

-- SennheiserSoundTour.com - dedicated microsite complete with webisodes (http://www.sennheisersoundtour.com/)

-- High resolution photo of teams (2.5mb, jpg) (http://www.hummingbirdmedia.com/data/edithtml/Images/sennheisersoundtour_teams.jpg)

-- Dedicated Sennheiser Sound Tour Twitter (http://www.twitter.com/sennheiserpr) and Facebook (http://www.facebook.com/pages/Sennheiser-Sound-Tour/68372284276?ref=s) environments

ABOUT SENNHEISER

Sennheiser is a world-leading manufacturer of microphones, headphones and wireless transmission systems. Established in 1945 in Wedemark, Germany, Sennheiser is now a global brand represented in 60 countries around the world with offices in the U.S. in Old Lyme, Connecticut, Pointe Claire Québec, Canada and a manufacturing plant in Albuquerque, New Mexico. Sennheiser's pioneering excellence in technology has rewarded the company with numerous awards and accolades including an Emmy, a Grammy, and the Scientific and Engineering Award of the Academy of Motion Picture Arts and Sciences. www.sennheiserusa.com www.sennheiser.ca

SENNHEISER ELECTRONIC CORPORATION
1 Enterprise Drive, Old Lyme, CT 06371
(860) 434-9190, Fax (860) 434-1759

Contact Information

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