Bang & Olufsen readies DM campaign

High-end consumer electronics retailer Bang & Olufsen is set to launch a direct marketing campaign that allows franchisees to customise copy to suit local needs.

The campaign, created by Snowball, promotes a selection of Bang & Olufsen products, including the new BeoTime ‘flute’ alarm clock and the portable audio system BeoSound 1.

The 10-page mailer aims to encourage Bang & Olufsen customers to visit their local showroom by targeting them with a personalised message from their store manager, highlighting the special offers in their local store.

The campaign has been created through a dealership marketing system that allows store managers to choose copy relating to how they felt their customers would be best motivated to visit the store. Copy can focus on new products, price or credit offers.

A total of 90,000 customer mailings were produced for 90 Bang & Olufsen retailers across the UK, Belgium, Luxembourg and the Netherlands.

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