Debra Russell Merchant Lead – MP3s, Accessories Kevin Balon Vice President, Musical Instruments
Dec 27, 2015
Debra RussellMerchant Lead – MP3s, Accessories
Kevin BalonVice President, Musical Instruments
Why DJ/Beats? Why Now?
The DJ culture is about to explode. We want to be there first…And no one can do it better than BBY!
– We already have built-in expertise with our Musical Instruments initiative
– We’ve built a strong business with Beats headphones…Expanding to DJ Lifestyle takes it to the next level
– DJ Hero game launches 10/27
– Brian Dunn thinks it’s important
Objectives
Create a unique, differentiated customer experience, across all customer touch points (multi-channel, multiple distribution outlets)
– Drive Traffic – In-store, online
– Offer customers a backstage pass to the latest/greatest technology
– Create/OWN the DJ experience
– BBY as destination for best sound quality, across multiple product categories
Blue shirts as DJ experts, evangelists, grass roots, localization
What To Expect Pre-Holiday
Products
Marketing
Events
Online
Training/DJ Contest
Products: All Stores
Products: 250-400 Stores
Products: 50-100 Stores
Miscellaneous Products
Beats by Dr. Dre Headphones: 5 new skus: Solo, Lady Gaga
HP Envy laptop, powered by Beats (store count TBD)
Miscellaneous accessories: Monster power/cables, Napster, iTunes cards
Marketing
TV: Great gifts spot (featuring Beats headphones)
Gift Guide: RZ Silver, Female experientials – Lady Gaga Heart Beats, Beats, by Dr. Dre Studio headphones
@ 15: “15 gifts that give” (Beats, DJ Hero game)
BBY Tag Media: Exclusive, behind-the-scenes footage to run in-store (HD wall) and on-line (media network)
Pitch-In online program
Co-marketing opportunities with Activision (DJ Hero launch 10/26, DJ Lifestyle launch events mid-Nov.)
Events
In-Store events • Lady Gaga (Union Square GO)
• Dr. Dre, Timbaland meet and greet
• Local DJ meet and greet, DJ in-store demos
Mall Of America events Miscellaneous opportunities under consideration:
• Pro sports partnerships (Xgames, NBA, NFL)
• Grammies
• Live Nation
• NASCAR
Online
BBY.Com– Micro site developed: One stop shop for all things Beats
(product info, artist videos, etc)
Online channel (preliminary)– Integration/placement on social media sites
– Mobile (ring tones, apps, etc)
– Viral communication of BBY events (video features, in-store events, launch events)
Training/Contest
Comprehensive training program to cross entire store, relevant product categories (MP3, MI, Gaming, Music, PC)
• Learning lounge, ETK
• Weekend training
• Monster in-store trainers
Contest – “Unleash your inner DJ”• Share your knowledge, passion and experience in a 2 minute video
• Judges – Will. I. Am and Jimmy Iovine
• 3 winners – Great prizes (TBD)
• Watch for more details via Employee News
Guy GonzalesTCED T7
What we need from you
Execution– Set and maintain experience
– Take the training
– Staff appropriately to handle velocity
Engagement– Spread the word
– Identify DJ talent in your stores
– Share knowledge across your store
Feedback– Use .bus to share ideas and best practices
Gaming Lounge Event
Tonight and Tomorrow
DJ Experience– Unlock your inner “DJ”
– A chance to utilize the actual DJ gear
– Compete for prizes
– Meet professional DJ’s and learn from them
Starts at 7:00PM goes until 11:00PM