Audio-Technica's Music Live stand design featured the Zen inspired themes unveiled at PLASA. In contrast to the frenetic energy throughout the rest of the show, the stand featured a clean, gallery like approach to the display of products and graphics.
Over 500 entries were received for the Breed77 prize draw, held on the first day of the show. Prizes, which were presented on the day by the band, included Audio-Technica ATH-EM7 GM headphones, signed tee shirts and copies of the band's new album 'In My Blood'.
A new feature of the company's marketing campaign was an animated Bluetooth promotion for the new Artist Series microphone range. The MMS message, broadcast to all Bluetooth enabled devices - mobile phones, PDAs or laptops - within a 100 metre radius of the Audio-Technica stand, was downloaded by over 10 percent of all visitors to the show. Sales of product on the company's stand were more than twice the retail value of last year.
Commenting on the success of Music Live, Harvey Roberts, senior UK marketing manager, Audio Technica Ltd., underlined the degree to which the company sought to interact with visitors. "With the design of our stand, the nature of the activity on it, and our latest interactive marketing initiatives, the objective was to offer something experiential to visitors, something more than just an exhibition stand. Our success, both commercially and in terms of visitor relationships was a direct result of that approach. It is a strategy that emphasises our commitment to Music Live as a major element in our overall marketing strategy for the MI consumer market."
(Chris Henry)
