Spring Promos Target 'Tuner' Market
By Amy Gilroy -- TWICE, 5/5/2003
Several suppliers this year are launching new spring promotions targeting the tuner or Gen Y markets.
JBL is sponsoring the first mobile autosound clinic for both dealers and consumers. The clinic was inspired in part by do-it-yourself tuners. "We're finding with Hot Import Nights that a lot of the kids are doing the work themselves. There's an interest to find out how to work with fiberglass and to build a system that sounds good," said JBL brand marketing director Chris Dragon.
The company hired installation and competition veterans Gary Biggs and Mike Eldridge to lead the classes. They will tour in a 48-foot trailer with a classroom that turns out of the trailer. The regional clinics will be open to dealers, including those who don't sell JBL products, and consumers, said Dragon.
"We're going to teach a lot of installation techniques, teach people how to listen [to a music system], and how to sell up and not leave any money on the counter. It's a major investment on our part," Dragon added. The tour begins in June.Pioneer Electronics is sponsoring a $3 million print and Internet ad campaign from which viewers are directed to several Pioneer Web sites designed for the tuner audience. Also featured is an online car customization guide so viewers can build their own car and system by selecting vehicle, colors, wheels, audio/video system, etc. The guide is available at www.umodify.com
Pioneer also announced it will sponsor the Jaguar Racing Team, featuring Australian drivers Mark Webber and Brazilian driver Antonio Pizzonia beginning with the 2003 Formula One season.Alpine is participating in the Civic Tour again this year. Its DVD system is included in 12 customized cars that will be on view at tour locations for the bands Good Charlotte and New Found Glory. The Alpine A/V systems are valued at $11,000 per car.
Alpine is also launching an in-store promotion for dealers that allows customers to win a trip to Los Angeles to see the show and meet the bands.
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