Promoting CE's Magic

By Steve Smith -- TWICE, 6/20/2005

Somebody asked me at a recent industry event, “Do a lot of your friends and family ask you for advice about buying consumer electronics?” I piped up and said, “Sure, are you kidding? Around Christmas time I'm 'Mr. Electronics.'”

Since the beginning of the digital era I get more questions about what to buy and what features are important than ever before. I pick my spots before I speak and do my homework ... such as talking to the experts on TWICE's editorial staff.

With all the new technology, new buzzwords, new business paradigms that obsoletes margins seemingly overnight and mass distribution of brands to any CE retailer, national chain or gas station that wants to sell CE, many in this industry have forgotten CE's magic. They have become bean counters, only focusing on market share and volume.

These types of executives market CE as if it were canned vegetables. Some have forgotten that visceral, passionate reaction a consumer gets when they bring home a new CE product of any type.

What “Mr. Electronics” does know, is that when you show or tell friends and family the latest and greatest in consumer electronics they are excited and interested. That's magic, especially when you consider that some of us could be making a living selling (and I could be writing about) canned vegetables, plumbing fixtures or cardboard boxes.

Customer demonstrations work. Publicity and taking advantage of unique opportunities work too.

A couple of relatively new “kids” on the block get it. I had the pleasure of recently spending a great New York evening in one of the brand new performance facilities that is destined to become an American classic: Jazz at Lincoln Center. XM Satellite Radio cut a deal with the institution (TWICE, June 6, p. 8) to use its state-of-the-art recording, performance and broadcasting facilities for some of its programs. XM will produce new live shows there. XM's president/CEO Hugh Panero celebrated by inviting VIPs such as Tony Bennett, jazz great Clark Terry, XM hosts Jonathan Schwartz and Bob Edwards and many others to performances by the institution's artistic director, trumpeter Wynton Marsalis and vocalist India.Arie.

Recently, Infinity Broadcasting decided in early June to scrap the still-financially successful oldies formats of WJMK-FM in Chicago and WCBS-FM in New York without warning and go with a new format called “Jack,” which has no DJs and described as “aping the random play style of iPod.”

Infinity and Viacom's former top exec Mel Karmazin, who just happens to be CEO of Sirius today, bought ads in local papers welcoming oldies listeners to satellite radio. A couple of days later he signed legendary New York oldies DJ “Cousin Brucie” Morrow to a contract. His show begins on July 4.

Their ability to spotlight the magic that CE can provide is a lesson for everyone.

Editor's Note: Our next print edition of TWICE will appear on July 11, three weeks from today. No, we are not taking an extended July 4 holiday. We are preparing for our annual “State of the Industry” report, looking at the first half and showing what may happen in the second. In the meantime, check www.TWICE.com for news updates and, if you haven't already, subscribe to our free weekly e-newsletter on the site. Have a healthy and happy 4th.