Take Aim: JVC Mobile Entertainment Rocks
Thu, 24 Nov 2011 08:18:39
Puddle of Mudd Photos
Puddle of Mudd Videos
Few brands have willingly embraced modern rock 'n' roll as much as JVC Mobile Entertainment has. With their Turn Me On viral video campaign—a phenomenon that's amassed over 40 million impressions over the course of four installments—the brand has enlisted the likes of Papa Roach, Buckcherry, Puddle of Mudd, Lita Ford, Candlebox, The All-American Rejects, and Rev Theory in order to feature new product in a sleek, slick, and sexy manner. It's all the brainchild of General Marketing Manager Chad Vogelsong.
In order to learn more about JVC Mobile Entertainment's hard rocking approach to infiltrating pop culture, ARTISTdirect.com editor in chief and Dolor author Rick Florino spoke to Chad Vogelsong all about marketing turned up to 11…
How important is music to JVC Mobile's branding and marketing?
When we go to market we obviously communicate all of the amazing features and benefits that can be achieved when you replace your car stereo. However, at the end of the day, if it weren't for the artists and musicians, we wouldn't be able to bring our product to the masses. It's in line with a tagline from a 1978 JVC print ad—"Great music can be created twice".
Is building a brand like building a band?
This is a really good question, and I would have to answer, "Yes". There a lot of similarities to band and brand building. Let's assume JVC is an amazing band with a great singer, guitarist, bassist, and drummer. What would be the next step for this band? Create an amazing product. In the case of a band, it would be a CD, single, or tour. By the same token, JVC makes amazing, reliable products. Our engineering staff is second-to-none in the car audio market.
Then, it's just about bringing it to the masses…
In terms of distribution, JVC is also available at great authorized retailers across the United States, both big and small. In order to get the word out to the fan or consumer, you need cutting-edge, relevant marketing that speaks to your audience or potential audience. Our marketing is also second-tone-none in the car stereo industry. The big difference between a band and a brand in this scenario is a band can release one product yearly or biyearly. JVC creates, distributes, and markets over 60 plus mobile entertainment products every year. Like a band, our brand has to continually reevaluate in order to maintain relevancy.
What's in store for your next "Turn Me On" viral video?
2012 marks the company's 30th anniversary in the United States. Keep an eye out for some exciting new promotions and marketing initiatives, promoting our "Rock 'n' Roll" lifestyle and new innovative products. Keep an eye on our web site and Facebook page.
Would you ever want to put together a JVC-sponsored music festival?
Absolutely! Anything is possible so stay tuned. 2012 is going to be an exciting year for JVC Mobile, JVC Mobile Fans and Music Fans all around the US..
What's the most rock 'n' roll marketing campaign you've seen?