Pioneer 'It Knows' Product Demonstrations

Client/BrandPioneer Mobile Electronics' Airware ProductsLead AgencyIgnition Inc.Time Frame 2005ObjectivesCreate awareness for Pioneer's AVIC-N2, D1 and XM Airware units.Establish preference for Pioneer's navigation systems and satellite radio equipment.Educate Pioneer's targeted demographic.Target AudienceConsumers who desire performance and features from their automobile navigation system that will greatly enhance their daily lives in many ways.StrategySix strategic metro areas were selected: New York City, Washington, DC, Miami, Dallas, Chicago and Los Angeles.Twenty-four Circuit City locations were selected based on average incomes of the local populace.Staff training was conducted in the Dallas/Fort Worth Pioneer office and included local market managers and product demonstrators from each of the six markets. Two solid days of instruction were spent with the Pioneer team.Equipped with AVIC-N2 and D1 kiosks, Pioneer brochures, mail-in rebate coupons and Airware units, the product demonstrators activated across eight weekends for six hours per day per store for a total of 432 event days. Demonstrations brought the technology to life by showcasing the real-time data capabilities of the service and system.Important FactorsThe primary technology that was leveraged in this program was also the focus of the campaign: XM NavTraffic is a service available through XM that allows the navigational unit to provide traffic alerts and data.Pioneer's navigation systems are designed for ease of use, driver safety and convenience and feature innovative touch-panel control and voice command.ResultsThe program reinforced the belief that product demonstrators are beneficial and persuasive elements for immediate and future purchases. Demonstrators were able to focus on the sale and possessed a more proficient knowledge of the product than Circuit City employees were able to devote the time to master.Circuit City enjoyed the benefit of having a 'resident expert' who could field additional questions from shoppers even after the hardware was installed.3,671 coupons were distributed, for an average of 152 coupons per store.5,950 demonstrations were conducted, averaging 248 per store. (There often were two people involved in one demonstration.)61% of participants wanted a coupon, which were only offered when the consumer had a positive reaction to the product. Circuit City requested renewal of the program before Pioneer had completed campaign follow-up.

Pioneer 'It Knows' Product Demonstrations

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