BDS Marketing

Company: BDS Marketing, Inc., Irvine, CA
Company Description: bds mktg is a premiere retail marketing agency engaging retailers and consumers with our clients' brands at retail. We are the voice of the brand and building mindshare with sales representatives and consumers delivering a relevant brand experience and generating sales. We have offices in Irvine, Phoenix and Las Vegas.
Nomination Category: Team Awards Categories
Nomination Sub Category: Best Marketing Team

Nomination Title: bds mktg's Sony Retail Marketing Team

1. Tell the story about what this nominated team achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

How do you create sensational success with your High Definition TV products
when competitors are undercutting prices by up to 30%? Sony's answer was to
create a High Definition Consumer Education Program. Sony research confirmed
the average consumer makes 7 store visits and investigates online before
purchasing a HDTV. This is primarily attributed to consumers' uncertainty
resulting from multiple technologies and inconsistent communication at retail.

In 2006, Sony developed the "HD Test Drive Program" (HDTD) encouraging
consumers to Test Drive HD products to better understand HDTV features and
helped them make an informed purchase. The HDTD was a simple 4-step HD
demonstration of "How & Why To Buy" comparisons with tips and point of sale
tools to choose the best Sony HDTV.

What was an essential element of Sony's success? bds mktg was Sony's brand extension communicating and implementing the HDTD program and products at the final three feet of retail. bds shortened the purchase decision cycle thru communication and demonstration of 4 key benefits of Sony Bravia and SXRD LCD HDTV products. bds executed at national and regional retail locations nationwide covering the top 31 designated marketing areas (DMAs). Retailers included national chains such as Best Buy, Sears, Circuit City and key regional locations like ABC Warehouse, ABT, hh Gregg's, PC Richards, and specialty store locations.

bds used a blended tactical approach of sales associate training,
merchandising, consumer intercepts for brand building, information gathering,
events and sales. The full time Market Development Managers (MDM's) were
responsible for recruiting, hiring, training, motivating, mentoring and
quality control of 200 Assisted Sales Reps (ASR's). ASRs perform this program
in their assigned DMA as well as executing tactics at retail. The 18 full time
MDM's were trained and certified on Sony's HDTV products, retailer standard
operating procedures, HR hiring, training and development policies and
procedures and the Sony HDTD program.

The bds dedicated corporate account team was responsible for full program management, weekly communication with Sony and scheduling of events with each of the Sony sales and marketing managers.

bds interacted with consumers and ensured that product was stocked and
prominent in the retail stores. During events reps set up Sony POS, banners,
HD content generators, floor talkers and a table with collateral material in
store. Reps guided consumers through the HDTD 4-step process educating both
consumer and sales associates, securing sales on the retail floor, capturing
mindshare at retail for the Sony brand while increasing Sony's HDTV market
share.

Sony launched on-line training and consumer website listing when and where the
HDTD events were held.

As a result of this retail marketing push 27,760 sales associates were trained
on Sony HDTV products by bds. ASRs sold a total of 13,141 Sony HDTV units
from September thru December. bds exceeded each of the Sony predetermined ROI goals and objectives by an increase of up to 96%.

Sony commanded the Number 1 sales position in LCD and LCD Rear projection
sales in both units and dollars reported by NPD data without slashing prices.

2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

3. Provide a brief (up to 100 words) biography about the leader(s) of the nominated team:

As the Director of Client Services and Operations for bds mktg, Mac McWeeney
consistently strives to improve our business and client operations. Mac is
responsible for strategic development and tactical implementation for the bds
Sony Team with the Digital Imaging Group, one team with the Home Product
Division, and Merchandising Activities.

With over 25 years of success in the Consumer Electronics industry from owning
his own franchise for 20 years to managing bds' eastern region, calling on
consumer electronics stores (big box and regional stores), training store
associates on the Thomson/RCA televisions and other consumer products.