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A project financed by the European Union

Implementing Partners

Sennheiser Greater China from

traditional to digital market

Pierre ELOY

Managing Director, Sennheiser Greater

China

Belgian, 20 years in China

Managing foreign investments

(manufacturing & sales)

Kellogg MBA

Chair of the Board EU SME Centre,

Beijing

About the Speaker

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Philip Kotler is an American

marketing author, consultant, and

professor; currently the S. C.

Johnson Distinguished Professor of

International Marketing at the Kellogg

School of Management at

Northwestern University (USA).

He is regarded as “the father of

modern marketing”.

From traditional to digital marketing

Vertical to Horizontal:

Customers wary of

corporate

communication, turn

to Friends, Family,

Fans & Followers for

info

Exclusive to Inclusive:

Geographic/Demographic

barriers lifted as people

connect, communicate

and collaborate with

companies to innovate

Individual to Social:

Buying process is more social:

customers pay attention to their

social circle when making

decision

Social Media changed marketers’ world, as business

landscape shifted from

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From traditional to digital marketing

The new Paradoxes of Digital Marketing

Offline / Online marketing

Meant to coexist and be complementary for

superior customer experience

Informed / Distracted customer

Info is abundant but attention span is reduced

Positive / Negative advocacies

Negative advocacies often trigger positive

advocacies

The Influential Digital Subcultures: YWN is the key to marketing in the digital economy

• YouthEarly adopters, trend setters

• WomenInformation collectors, holistic shoppers,

household managers

• NetizensSocial connectors, converse and communicate

with their peers, content contributors

From traditional to digital marketing

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From traditional to digital marketing

Product Marketing

Human Marketing

• Segmentation and Targeting are unilateral

decision made by the marketer

• Today customers don’t like to be the target, don’t

trust one-side message from brands

• Today Communities are the new Segments!

• “ Brands can no longer make false, unverifiable

promises. Companies can position themselves as

anything, but unless there is essentially a

community-driven consensus the positioning

amounts to nothing more than corporate

posturing”

Advocacy is the GOAL!

• WOW factor is key: it’s a surprise, it’s personal, it’s contagious

• WOW factors drive customers to Positive Advocacy: winners create WOW by design• Across customers paths, companies need to step up their creativity and improve their customers

interactions.

• Those who simply focus on their product superiority will only get customers enjoyment.

• Those who deliver good customers experiences on top of good products will do better.

• Those who engage customers at the highest level and personally, enabling them to self-actualize, will be the

winners.

From traditional to digital marketing

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New reality: many combinations of customers’ paths to

purchase require an adapted omnichannel marketing

“practice of integrating multiple channels to create a seamless and consistent customer experience. It

requires organizations to break channel silos and unify their goals and strategies.

This will ensure a concerted effort across multiple online and offline channels to drive customers into

making the commitment of purchase”

From traditional to digital marketing

Focus on ALL critical touch points and channels across customer path

From traditional to digital marketing

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Sennheiser Omni Channel in China

O2O

online offline

Engaging & Growing Fan Base

Creating Brand Advocates

Weibo (160k+ fans)

Wechat (40k+ fans

Facebook & IG (HK&TW)

Influencers Engagement

Digital Marketing (SEO/SEM/On-line AD)

Tmall.Com (500k+ fans)

JD.Com (500k+ fans)

WeChat Store

Senn Web Store

Remarkable Events

(10Y, MTW, FamTrip)

WoW! EffectEmotional Bond

100+ B&M Stores

Sennheiser Sound Studio

Remarkable Events

(10Y, MTW, FamTrip)

Influencers Engagement

Online Promotions

(6.18, 11.11, JD Music)

On-line Ads

(SEO/SEM/Programmatic)

Meaningful Contents

WoW Effect!

Emotional Bond

2018 2019

IT Infrastructure

(CRM, Wechat)

Own Database -

know our users & fans (tags)

Target Ad. to focus groups

Loyalty Program -

Tiered Membership

We provide a seamless brand experience on every device, on each touchpoint within our customer’s journey

Engaging & Growing Fan Base

Creating Brand Advocates

100+ B&M Stores:

Enhanced Brand Experience

Events: 2 TOP Events (Product Launch)

Bulgari Hotel Audiophile Salon (PEK/SHA)

Concert venue partnership (PEK/SHA)

Strategic partnership with T-Mall & JD

Targeted Content Creation

Sennheiser Omni Channel in China

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NEW PRODUCTS LAUNCH October 24, 2018

The Peninsula Hotel, Shanghai

70 media and business partners in attendance

MOMENTUM True Wireless and Memory Mic were launched

AMBEO Soundbar was previewed and the Limited Edition HE 1 to be sold at T-mall 1111 was

announced

Singer, song-writer PingAn performed with our latest wireless microphone

31 media such as Sina, Youku, CGTN and 10 influential KOLs.

LAUNCH EVENT

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45 VIP guests attended dinner, including 7 celebrities, such as Anson Ping, Huang Doudou, Chizi

7 KOLs such as Ji Liang, Kevin Lee and 31 socialites and business partners such as owner of Blue

Note Beijing and Shanghai, TV anchor of Shanghai international channel

PRIVATE DINNER

HE1 Imperial Red and HE1 Night Sky Black exclusive on T-Mall

2,216,2625,183,547

279,681

5,678,742 7,353,1066,301,749

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Sennheiser New Products Launch Shanghai

RESULTS

Launch Event Media Coverage:

50 media clips

Total Potential Reach:

156,107,267

Sennheiser Weibo:

Total Impression: 846,200

Total Interaction: 760

KOLs Weibo:

Total no. of posts：29 Total impression : 9,856,596

HE1 Media Coverage:

79 media clips

Total Potential Reach:

189,796,261

Views on Tmall Flagship HE1 page:

450,000 during promotion period

Sales on 11.11 Tmall Flagship Store

Total sales in 24Hrs: +150% vs 2017

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