Public Relations

Publicity

This non-personal form of communication can become a good promotional tool for Beats by Dr. Dre headphones. Moreover, the publicity created will be regarded as credible. An example of application of this tool maybe the following: a random customer may be encouraged to make posts in a blog such as Twitter, Tumblr or Blogspot in which he will describe his usage of headphones on day-to-day basis. This will lead to a creation of a publicity of Beats by Dr.Dre headphones. A customer may be provided with a 10% discount, for instance, for doing so.

Press Release

At the moment, Beats by Dr.Dre fully apply this toll in their marketing campaign as seen in their website entries. However, these articles may also be posted on websites apart from their official website. An example of their recent press release is placed below.

Source: http://www.beatsbydre.com/on/demandware.store/Sites-beats-Site/default/NewsAndPressRelease-ShowArticleContent?articleID=News_Event_PR_EKOCYCLE_AvailableNow&articleCategory=All&articleType=NewsAndEvents

Press Conferences

This PR tool is also used by the company. A relevant example is a press conference held by Beats Electronics and Chrysler co-operatively in July 2011 regarding the usage of Beats Audio System in Chrysler automobiles (mentioned in Part 1 of the Portfolio).

Special Event

Beats Electronics organizes a lot of events for promoting its products. A good idea for them would be to use their headphones with staff at the events (for example, waiters wearing Beats by Dr.Dre headphones). The examples of special events of the company are given further.

Source: http://www.beatsbydre.com/on/demandware.store/Sites-beats-Site/default/NewsAndPressRelease-ShowArticles?articleType=NewsAndEvents&articleCategory=All

Social Media

Social Media platform is established on the outstanding level in Beats Electronics. The company has its own webpages in different social networks and provides its followers with constant updates on what’s new. The links to their accounts named ‘Beats Army’ are provided below.

Twitter: https://twitter.com/beatsbydre

Facebook: http://www.facebook.com/beatsbydre

YouTube: http://www.youtube.com/Officialbeatsbydrdre

Tumblr: http://beatsbydre.tumblr.com/

Instagram: http://web.stagram.com/n/beatsbydre/

Google +: https://plus.google.com/+beatsbydre/posts

Pinterest: http://pinterest.com/beatsbydre/

Sales Promotion

UGC

This tool has already been used by marketers of Beats By Dr.Dre via its social network accounts.

Source: https://twitter.com/beatsbydre

AR

A good way of deploying this tool would be using QR codes, which consumers could scan in order to get more information about the product and its features. They can be placed on boxes which contain headphones and side products.

Consumer Promotions

They are good to use when the product is launched, but it is not so for Beats by Dr.Dre Headphones.

A few incentives can be used:

Sweepstakes: i.e. buy Beats by Dr.Dre Studio headphones, get a certificate with a guaranteed 15% discount off the next purchase which can rise to 50% discount, if you’re lucky.

Loyalty programs: i.e. get a points card with a $200 purchase, collect the points and at a certain amount exchange them for gifts such as a case for headphones.

Trade promotions

In order to attract and/or retain the attention of intermediaries, such tools can be used:

Trade shows – the company organizes a lot of events, as stated above. Distributors can be invited to attend some of them in order to generate their interest in selling a product.

Co-op advertising – would be also a great tool to create buzz around the brand. If it’s name is everywhere, than consumers are even more likely to spot it and be aware of existing of these headphones.