Industry News

Kenwood Announces Comprehensive Dealer Marketing and Merchandising Program for 2013

Long Beach, CA (03.212013) – Kenwood USA Corporation announced the launch of an ambitious marketing and merchandising program for authorized Kenwood retailers, the purpose of which is to attract new customers, help dealers maximize their sales potential and drive inventory sell-through.

KenwoodScott Caswell, Senior Manager of Marketing for Kenwood’s consumer electronics sector, commented on the details of the program. “We have four primary areas of focus in this program: Promotion, education, digital marketing and sell-through. Our intention is to deliver a comprehensive program that will stimulate customer floor traffic, improve a dealer’s ability to engage and qualify customers, help dealers reach new customers via digital media and help to drive sell-through of inventory. We strongly believe that this ‘pull-through’ strategy of carefully scheduled promotions, customer incentives, dealer training, new digital marketing tools and proven selling rewards will further demonstrate our commitment to the success of the Kenwood specialist retailer network.”

Guided by a yearlong promotional calendar that organizes promotions by type and season, Kenwood is partnering with key technology companies such as Garmin, iBiquity (HD Radio), SiriusXM, Pandora and Automotive Data Solutions (ADS) in the development of technology-specific promotions throughout 2013. “These partnerships and the broad series of promotions we have created are unique to the consumer electronics industry,” said Caswell. “We are quite pleased to offer such an exciting series of dealer and consumer incentives alongside these industry-leading tech companies.”

Training and dealer education has been a traditional Kenwood strength for many years. “Kenwood has the largest dedicated training and support staff in the mobile electronics industry and offers hands-on classroom training across all regions as well as online, on-demand training via www.kenwooduniversity.com. For 2013 we have increased our development of video-based content along with a deeper involvement in social media and participation in our online solution forums. We also provide tech support to authorized dealers over the phone every business day. Kenwood’s technical and educational support is an important commitment to our dealers’ long-term success.”

Launching in 2013 is a highly focused customer database development program coupled with new digital marketing tools designed to reach out and capture new customers while keeping in touch with existing customers. Tony Mercado, Marketing Development Manager for Kenwood, explains how this is done. “This three-step promotion plan will help our dealers; (1) BUILD a database of qualified consumer leads; (2) MANAGE a private marketing account on a secure third party platform; and (3) SHARE Kenwood-specific content and turnkey promotions with end-users to position the dealer as the authority on in-car electronics. Using digital tools such as social media and utilizing attention-getting web buttons, dealers will be able to successfully execute on promotions that they can create on their own and those that are crafted by Kenwood. We will also help dealers convert a percentage of their customer mailing list to an e-mail list, getting their message across to tech-savvy customers in a manner that will surely be noticed. This will not only broaden a dealer’s customer reach, it will speak directly to the most qualified customers who are active in social media and are enthused by mobile technology.”

Kenwood is also pleased to announce the return of X Rewards, a proven points-for-rewards program designed to drive sell-through of Kenwood Excelon products. “This is the mobile electronics industry’s most anticipated rewards program,” said Mercado. “As one would expect of a true business partner, Kenwood is committed to helping dealers manage their inventory and turn it into cash as quickly as possible. This year we have included the participation of SiriusXM and ADS, who will support the program by offering X Rewards points for attachment sales of selected SiriusXM and ADS products to specific Kenwood in-dash electronics models. This will not only help to increase the average selling price, we also expect it to drive labor dollars and increase overall profitability.”

Kenwood’s X Rewards program kicks off April 15 and runs through June 30, 2013.