The quarterly Ide - Danish for 'idea' - will be distributed to B&O customers in Singapore, Malaysia and Indonesia. It launched as a 16-page issue, designed by Gosh! Advertising, but B&O general manager Asia-Pacific, Claire Leong, is hopeful that Ide will grow to become a lifestyle publication supported by advertising from other upscale brands. The first included a feature on Philippe Starck and a guide to France's Champagne region along with updates on B&O products.
"Ide provides our customers with a valuable link to the lifestyle of B&O," said B&O managing director Asia-Pacific, Lars Myrup.
Leong said the need to be in "constant dialogue" with customers through a consistent and integrated CRM plan has become even more critical as consumer confidence erodes following the outbreak of atypical pneumonia in Asia.
Leong added that the difficult economic climate affecting the region has given CRM added prominence in any marketing programme.
In markets such as Singapore, B&O's CRM programme ensures there are at least four contacts with each of its customers throughout the year. On average, the company organises a year-end Christmas party for customers; joint promotions with other high-end lifestyle brands, where guests can buy at attractive prices; new product launches and updates; and other special events. In less mature markets, such as Malaysia and Indonesia, Leong said there was a greater need to focus on data-mining and a more integrated CRM approach, which the Singapore regional headquarters oversees.
Leong described B&O as "poor" in advertising but rich in CRM. The product, she said, lent itself to CRM initiatives.
The purchase decision for the Danish brand's stylish audio visual products is "emotional", with plenty of interaction with sales consultants. Leong said this kind of interaction could not be achieved purely through advertising.
Customers also often "build up" their B&O range from their first purchases; as such, a constant stream of after-sales "dialogue" pays off in building loyalty and landing more sales.