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Understanding consumer behavior and needs is key to launching successful products.
"Personalization is a major focus for us, as today's consumers demand what they want when they want it." - Chris Epple, VP of Marketing, Americas, at Harman
At this year's Consumer Electronics Show (CES), Chris Epple, Vice President of Marketing, Americas, at Harman, shared his insights on the future of audio technology, consumer trends, and innovative marketing strategies in a compelling fireside chat with Matt Britton, Founder & CEO, at Suzy. This discussion shed light on how Harman is navigating the ever-evolving landscape of consumer electronics. Here are the key learnings from their conversation:
Here are 9 key takeaways from their conversation:
1. Embracing Personalization: Today's consumers want products tailored to their specific needs and preferences. Epple emphasized that personalization is a big focus for Harman. For instance, the JBL Toro Pro 2 wireless headphones allow users to customize their listening experience, whether they're gamers or movie enthusiasts. This level of customization ensures that products meet the exact desires of the consumer, setting Harman apart in a crowded market.
2. Understanding Consumer Behavior: Understanding the behavior and needs of different generations, especially Gen Z, is crucial for success. Epple noted that much of Harman’s strategy involves listening to consumers to understand their evolving preferences. This involves not only tracking trends but also deeply engaging with what consumers truly want from their audio experiences.
3. Innovating Through Customization: Innovation at Harman goes beyond new products; it includes enhancing existing ones to allow for greater customization. Products like the party box speakers, which feature customizable light shows and portable designs, cater to the post-pandemic desire for social gatherings. These innovations demonstrate Harman’s commitment to creating products that enhance social experiences and meet consumer demands.
4. Maintaining Brand Credibility: Harman’s 75-year legacy in the audio industry underscores the importance of brand credibility. Winning Grammy and Oscar awards for audio quality, the brand continues to innovate while maintaining its reputation for excellence. Epple highlighted that while credibility is important, connecting with younger generations by aligning with their interests and trends is equally vital.
5. Integrating Advanced Technologies: The integration of voice technology and AI into products is part of Harman’s strategy to enhance functionality and consumer interaction. However, Epple stressed the importance of thoughtful and cautious integration to ensure these technologies genuinely add value to the consumer experience.
6. Crafting Engaging Content: Effective marketing today involves more than just promotions; it requires crafting engaging stories around products. Harman’s collaboration with influencers and platforms like the Amazon Influencer Program have proven successful in driving sales through compelling content. This approach ensures that marketing efforts resonate with consumers on a deeper level.
7. Leveraging Influencer Partnerships: Partnering with influencers who resonate with the target audience can significantly boost brand visibility. Harman’s campaign with Doja Cat, where she humorously renamed JBL products, is a testament to the power of creative and relatable influencer marketing. This campaign not only increased brand awareness but also engaged a younger audience in a unique way.
8. The Importance of Listening: Epple underscored that successful marketing involves actively listening to consumers. This means continually researching and adapting strategies based on consumer feedback. Listening allows brands to stay ahead of trends and meet consumer needs more effectively.
9. Navigating Retail Challenges: Retail challenges such as theft and creating optimal in-store experiences are significant concerns for Harman. Epple discussed the importance of balancing security with customer experience, ensuring that retail environments remain welcoming while protecting products. This includes the necessity to maintain security without compromising the shopping experience, addressing theft as a major concern, ensuring stores are inviting and pleasant for customers, and implementing effective strategies to protect products while keeping the retail environment customer-friendly.
From embracing personalization and understanding consumer behavior to leveraging advanced technologies and influencer partnerships, Harman’s approach to marketing and product innovation is both comprehensive and forward-thinking. As the landscape continues to evolve, these key learnings will undoubtedly shape the future of audio technology and consumer engagement, providing valuable lessons for marketers and tech enthusiasts alike. The conversation between Epple and Britton exemplifies the importance of staying attuned to consumer needs and trends, ensuring that brands remain relevant and competitive in a rapidly changing market.
For even more takeaways and industry insights, be sure to watch the full session today!
