edge branding initiatives. We have evolved with the social climate and have created or modified successful marketing programs used by some of the biggest and best marketing companies out there today. This is a very difficult feat year-after-year for the 12-volt industries, as the market is slowly shrinking and so are budgets for such initiatives. The key today now, more than ever, is having the right product with the right features at the right price point, as well as a brand image that people can relate to and respect, thus becoming a fan. We are up against amazing odds because not only are we tasked with creating 12-volt fans in today’s climate, but also fans of our brand within the 12-volt industry. This is the greatest challenge an industry can endure; convincing people to recognize our industry and also trying to gain consumer loyalty within the industry. We’ve created a strategy that has been refined over many years that delivers incredible cost vs. benefit results.


ME: What are some of the factors you consider when trying to manage costs of a campaign while retaining its intended impact? Vogelsong: Longevity … How much mileage can I get out of a


single campaign? What partners do I work with and where can the campaign find its intended target for the most amount of time? Utilizing online initiatives today seems to be the best bang for the buck, as they can be targeted and you can also collect


analytics to review


localized level. ME: As a marketing professional, and not as JVC, let’s say


and contour the campaign’s success. You can also make modifications instantly in real time to give the cam- paign more staying power. We launched our first truly online campaign 4 years ago with Turn Me On and although the products have changed a bit in the past 4 years, the lifestyle mes- sage is still there. The Turn Me On 1, 2, 3, and 4 videos can still be viewed at www.egotv.com/turnmeon and they will live virally on the web for years to come. Turn Me On 1, 2, 3 and 4 have garnered over 30 million views online to date. Most brands in the 12-volt world launch one major campaign per year to expose their brand and its new products, so the campaign has to have staying power until the next product/branding cycle.


ME: When you first started, social networking was not “on the radar” as a marketing vehicle. As it has grown, how have you blended social media opportunities into your campaigns? Vogelsong: If you are not using social media then you are not


marketing – that’s all there is to that in today’s world. With that being said, understanding social media and using it to create branding and sales opportunities is another story altogether – this does take trial and error, plus lots of dedication to understanding what social media is and why people use it, and in some cases, are addicted to it. JVC will be launching a very unique social media program in 2011 that will change the landscape of how compa- nies, not just 12-volt companies, look at social media and how it is used to promote their brand, as well as their dealers on a very


Align yourself with these brands/ partners or other retailers in your


area that have similar demographic interests. Don’t think outside the box – think beyond the box.”


you were tasked with helping a retailer put on a major event to draw traffic to his store, and you were working with a tight bud- get. How would you apply the aforementioned factors in helping a retailer put on an impactful campaign? Vogelsong: Lifestyle and key lifestyle partners. There are a lot of companies and products out there who are all talking to the same consumer, but do not directly compete with selling 12-volt products. Align yourself with these brands/partners or other retailers in your area that have similar demographic inter- ests. Don’t think outside the box – think beyond the box. Do an onsite promotion with a local cell phone store or GameStop on a day that a huge video game or cell phone is coming to market. Expose what you’re selling to this audience in a very non-traditional way. Yes, tent sales and car shows still work in some instances, but if you are not getting people in the door, go find them. Align yourself with what is considered cool to the demographic you are focusing on. There are customers out there for whom 12-volt is not top of mind. Expose it to them and allow them to see what we do and why we do it. After be- ing in this industry for 18 years, I can’t recall the last time someone said “take out this aftermarket car stereo, I want my factory radio back.” This in- dustry was built on selling fun and entertainment and nothing has changed. There are still a lot of people out there who want what we have, either for convenience or music.


ME: How have retailers been able to leverage the efforts of JVC campaigns? Vogelsong: JVC has always been able to provide dealers with something different, something cutting edge, something relevant. We still continue to use traditional marketing efforts — i.e. printed catalogs, in store P


.O.P ., training and tech guides


and our website www.mobile.jvc.com; and on the other hand, the Turn Me On campaigns have allowed us to create amazing video commercials that utilize a number of corporate branding partners like Monster Energy, Jagermeister, Schecter Guitars, Gibson Guitars, Marshall Amps, Pearl Drums, HD Radio, iHeart Radio, to name a few. So not only can we provide dealers with the Turn Me On series of videos for in-store use to demon- strate our products, and add to for their websites and social media pages, but we can also offer very unique prize packages around the relationships we have with our partner companies and the bands we work with. This includes VIP tickets to con- certs, meet-and-greet experiences with the bands, and music memorabilia/instruments for contests. Because at the end of the day, we want to make the consumer who owns a JVC car product and the floor sales guy who sells the product to feel like a rock star. ■


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