Press release
31.08.2001 -
Radio Campaign
In 1999 Exhibo, distributor for Italy, led a research on the notoriety of Sennheiser brand and turned out that the owners of Sennheiser headphones are the half of the ones who knows the brand. Other brands show a remarkable discrepancy between the notoriety share and the possession share, that is the notoriety exceeds of 3-4 times the possession share.This situation induces to think that a greater brand notoriety would certainly have positive results on the sales.
The defined target is of people aged between 18 and 34 interested in listening music. For these reasons the radio has been thought the best media for advertising campaign.
At this point we begun to value the creative idea of the message. Having Exhibo a cooperation with the University of Udine, course of Economy and Technique of Business Communication, we started this
cooperation involving 90 students about 20 years old attending to the written test of end semester examination. A student suggests the headline "Sennheiser has broken with the wires", which has been approved without substantial changes, referring to the wireless headphones.
The radio spots that the advertising agency prepares, are of 3 types and remind to the concept of breaking with the traditional listening of the music fitting in particular situations appreciated by young people.
The advertising campaign will involve for the whole October 2001 a group of national radio with 8 million daily listeners. The efficacy of the campaign will be measured by the comparison between the variation of Sennheiser notoriety before and after the spots.
As the world’s leading manufacturer of microphones, headphones and wireless transmission systems, the Sennheiser Group with its headquarters in Wedemark near Hanover, Germany, had total sales of approx. DM 396 million in 2000. The export share is 80%. Sennheiser has a total workforce of approx. 1,300 employees, of whom about 61% are employed in Germany. Sennheiser is active world-wide and, in addition to other partnerships, has its own sales subsidiaries in France, the UK, Belgium, the Netherlands, China, Singapore, Canada, Mexico and the USA.
For further information please contact:
Sennheiser electronic GmbH & Co. KG
Public Relations • Edelgard Marquardt
Am Labor 1 • 30900 Wedemark • Germany
Tel.: +49 (5130) 600-329
Fax: +49 (5130) 600-295
e-Mail: marquare@sennheiser.com
