Samsung-owned audio electronics manufacturer HARMAN International takes a unique approach to advertising its products. Despite being a brand that specializes in speaker systems, headphones, and other audio gear, HARMAN doesn’t heavily advertise in traditional audio environments. This may seem counterintuitive, but there is a method to their marketing strategy, as explained by Chris Epple, HARMAN’s VP of marketing in the Americas.
Epple points out that playing an ad for a premium speaker on low-quality headphones or through a poor computer speaker with bad Wi-Fi could inadvertently associate low-quality audio with the JBL brand, which is exactly what HARMAN wants to avoid. As a result, the company treads lightly when it comes to audio advertising, opting for more strategic approaches to reach their target audience.
While HARMAN may not heavily advertise in audio environments, they have dabbled in some audio marketing initiatives. For example, they have made a few media buys on platforms like Spotify and sponsored a custom podcast with iHeartMedia to promote JBL. However, they are cautious about how they engage with audio platforms, as they cannot control the quality of the listener’s audio experience.
Instead of focusing on traditional audio advertising, HARMAN’s JBL brand has found success on social channels, particularly TikTok. Epple highlights that TikTok allows them to present the brand in a fun and lighthearted way, catering to their target audience of Gen Z consumers who value authenticity and entertainment. By leveraging TikTok trends, brand ambassador endorsements, and creative content featuring JBL products, the brand has been able to engage with their audience effectively.
In terms of measuring success on TikTok, Epple introduces the concept of „quality social engagement.“ This metric goes beyond simple awareness and looks at meaningful actions that users take after engaging with the brand. Whether it’s leaving a comment, bookmarking content, or interacting with the brand in a meaningful way, these actions are considered valuable engagements that can lead to future sales opportunities.
When it comes to targeting and personalization, JBL focuses on understanding their customers‘ purchase cycles, preferences, and behaviors. By tracking warranty information, past purchases, returns, and customer service interactions, the brand can tailor their marketing efforts to reach customers at the right time with the right message. While there is still room for growth in this area, JBL is making strides in leveraging data and insights to enhance their targeting strategies.
Overall, HARMAN International’s approach to marketing its audio products showcases a thoughtful and strategic mindset. By prioritizing quality engagement over traditional advertising methods, the brand is able to connect with consumers in meaningful ways and drive sales through innovative channels like TikTok. As the digital landscape continues to evolve, HARMAN’s adaptive approach to marketing positions them for success in the competitive audio electronics industry.