Sony Broadcasts Benefits of Satellite Radio

P-O-P is often referred to as a "silent salesperson," and Sony Corp. had that objective in mind when creating a counter display for its new XM satellite radio service. Consumers pay a $9.95 monthly subscription fee to activate the radio receiver, a plug-and-play unit that can be used in vehicles or houses.The display rolled out to smaller regional accounts, primarily car audio specialists and independent shops, and to select stores in rural areas that may have a weak FM signal, says Paul Sabo, marketing manager at Sony.In some areas, Sony can't count on a commissioned salesperson to explain the satellite service, and the descriptive packaging isn't always on the shelf to communicate the message, says Sabo. "If a customer can't have access to the package and may not have access to a salesperson, then P-O-P has to be my salesperson."In December, Sony ordered 250 of the counter displays and has since reordered an additional 2,000 displays. Sabo expects another 3,000 to follow in the coming weeks. The numbers are surprising, Sabo says, given the unit hasn't been placed in larger national accounts like Best Buy or Circuit City.Sabo says it's important to put the unit in the customer's hands, so the counter display allows for the radio to be removed from its cradle and demonstrated. The radio sits on a vacuum-formed platform with powder-coated sheet metal and wire. The display's messaging is equally important. The text arcs down the side of the display, much like satellite reception beaming down from the sky. "It starts with the announcement of XM, talking about the awesome channel selection and then working down to our product messaging. That tells everything the customer needs to know to understand the benefits of the product and its services," he says. The bubble messages are made of four-color styrene oval panels.With the launch of anything new, word of mouth is the only thing a customer really has to hang on to, Sabo says, so the challenge is to get the consumer informed. Sony began with television commercials and billboards that feature artists falling from the sky and into living rooms and such.Now the product is out there and Sabo says "the content is driving the customer base." He's heard claims that customers have sat in their driveways for more than an hour listening to its wide variety of channel selections. "Bundle all that enthusiasm into this countertop display, and other than showing people in their own driveways, this P-O-P really serves a purpose."

Sony Broadcasts Benefits of Satellite Radio

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