Bang & Olufsen
For high-end audio manufacturer Bang & Olufsen, I refocused all advertising efforts away from tech spec-heavy copy to a more playful tonality, addressing the lifestyle wants and needs of the audience.
I also instituted database marketing principles for the company, taking 27,000 warranty cards and matching them against consumer databases to build a robust relational file.
Then, I applied this file against 500 demographic and psychographic variables, creating a definitive profile of the ideal B&O customer.
This profile was used for smarter media buys...and was even used to map the U.S., selecting retail locations that were most in line with the profile.
The result: better, more effective buys, an upturn in retail sales and a repositioning toward growth.