Direct Response

Catalogues

Beats By Dr.Dre website offers a variety of information. Primarily, it reveals all the models from Beats by Dr.Dre Collection specifying their features and providing the images from different angles to gain full understanding of the product’s image and functions. Here’s an example for the Beats by Dr.Dre Mixr model.

Source: http://www.beatsbydre.com/headphones/beats-mixr-white/900-00032-01,default,pd.html

Also, representatives of lead & traffic generations can be considered cross-channel shoppers. They look for the product online, find out its features, occassionally contact the company to find out more details about the headphones and eventually, if still interested in product, go to the store and purchase Beats. Moreover, a typical user of Beats by Dr.Dre headphones is brand and image conscious, moderate or constant Internet user and really is into music and the quality of sound which conditions the existence of lead and traffic generations in Beats by Dr.Dre target market.

Sponsorship

An example of a recent sponsorship provided by Beats by Dr.Dre is creation of a model specifically for a number of British athletes at the London 2012 Olympics.

There are also a few ways in which the company can use sponsorship as their tool:

1. i.e. money can be invested into organization and holding a sports game (football, basketball or hockey) so that the posters of Beats by Dr.Dre as a sponsor are visible;

2. an element of CSR can be implemented by investing money into a charity event, such as raising money for sick children;

3. i.e. when a music band releases a new album, Beats by Dr.Dre can invest money into the event following the release as a sponsor in order to generate publicity.

Personal Selling

This practice may be applied to our product in such way: marketers may search for prospective consumers using social media and special websites thematic in music & gadgets, for instance, get an insight into prospect’s personality, decide on a way to attract a consumer – using consumer promotions, incentives, advertising, direct marketing, providing with information about special events – all done on either onine or offline basis. After the connection has been established, a company employee will provide a consumer with detailed information about new models and features of Beats, incentives like loyalty programs or special offers, events and parties which are organized by the company.

To deepen the connection, elements of relationship marketing should be applied. Customer may be encouraged to receive regular updates on the activities of Beats Electronics described below, to follow company’s social media and also to give feedback on the quality of sound. The concept of individualized marketing in terms of relationship marketing can also be used. For example, a customer purchases a product from Beats by Dr.Dre. A record of this purchase is stored in data warehouse of a company’s CRM system. Thus, the marketers can contact the consumer on the issue of similar products or those that might be of interest. A consumer may purchase an HTC One S cellphone with a built-in Beats audio system and within a certain period of time he will receive an e-mail about new model of earphones (i.e. urbeats) which is very convenient to use together with the phone. A consumer decides to purchase earphones, too. Then again, within a certain period of time, a consumer receives a flyer of the event that the company is throwing, in which there will be a celebrity who endorsed this model of earphones. In such way, relationship marketing tool can be adjusted.