Sony Electronics talks about diversity

Kadesha Boyer is a Management Associate in Sony Electronics’ Management Development Rotation Program, a two-year program that exposes associates to various areas of the business and prepares them for a management role within the company. During her current stint in corporate marketing, she recently partnered with Diversity Affluence as a sponsor of two events: the American Latino Media Arts Awards and a fundraiser for Evidence, A Dance Company, which targeted wealthy ethnic consumers. We spoke with Kadesha about the experiences and lessons Sony learned from her participation.

ANDREA HOFFMAN: What interested you about this audience as a viable area for Sony?
KADESHA BOYER: I was impressed by the mission of your company, so I came up with the idea for Sony to explore this market for untapped ethnic tax consumers. With a reputation for being a leader and innovator, this opportunity seemed worthwhile for Sony because we want to differentiate ourselves from our competitors.

ANDREA: How did you approach and convince your superiors to accept this idea?
KADESHA: My manager was very responsive; I really didn’t have to sell him on the idea. She understands that we operate in a (diverse) global business world and in order to compete, our clientele must reflect that. My success in obtaining approval speaks of opening the company to new ideas, even very new employees.

ANDREA: What was the idea, specifically?
KADESHA: I put forward the idea that tapping into this segment would be a good exposure for our Sony brand. Not only would it introduce our new technology to the wealthy ethnic consumer, it would allow us to tell our new design story in a more personal setting. Your company had given me a few different sponsorship opportunities to consider and I reviewed them. The two opportunities I chose occurred in August, and summer is an important time for the brand. The other events were on smaller scales, some intimate dinners with maybe 30-40 people, while the events we selected were much larger, which appealed to us.

ANDREA: Was there a product that you wanted to present specifically to these groups?
KADESHA: Yes, the OLED (organic light emitting diode) TV, for which I am responsible for the marketing efforts of this product. The screen size is eleven inches diagonally and it features a 3mm thin panel. The image quality is astonishing and offers a 1,000,000: 1 contrast ratio. This product costs $ 2,500, but is worth every penny. You really have to experience it, which is why we liked the idea of ​​these events. Consumers had the opportunity to interact with the product and ask us questions.

ANDREA: How did the sponsorships work?
KADESHA: Sony had a dedicated lounge area at each event where we placed five OLED TVs around the room, so that when consumers walked in, they could experience them, touch them, and ask product specialists questions. We also offered a raffle where we gave away an OLED TV at each event. To be eligible, participants were asked to complete the capture sheets that we created with their company. These will be of great help in creating a database of prospects. Between the two events, we were able to add about 250 names to our current database.

ANDREA: What did you discover from the information you captured?
KADESHA: At the ALMA Awards, which were held in Pasadena, California, we found that attendees didn’t understand how to use the product and also that price was an issue. The average income of those who completed the form was in the range of $ 90- $ 99K. At the Evidence event, which took place in the Hamptons, the median income was between $ 100 and $ 129,000 and people had no problem with price. Also, they already understood where to use the product, which is in the office, kitchen, dressing room, etc.

ANDREA: And what did you learn about the actual experience of sponsoring events like these?
KADESHA: If we were to participate in the ALMA Awards next time, I would like to place products elsewhere to reach those with higher incomes, like the celebrity suite. In the Hamptons, we definitely get our money’s worth. Each event sponsorship was priced differently, so we were able to compare and contrast the results. We actually sold an OLED TV on the Hamptons site and I think sales at our Sony Style stores will increase throughout the Northeast region.

ANDREA: Our research says that giving back to the community is related to marketing to wealthy African Americans, so by supporting the Hamptons fundraising event, you probably got points. Are there other areas you would like to move to?
KADESHA: Well actually, I would like to continue to have marketing events similar to the Hamptons. As a well-known brand, we were welcomed by the attendees, however, I would like to see Sony also recognized for its connection to the consumer. It’s one thing to have ads and direct marketing, but being local and involved in the community makes a big difference. It shows that we care and that we can connect with the consumer on that level.

ANDREA: But doesn’t everyone already know about Sony?
KADESHA: We have brand awareness across the board, for sure. From the events, we can say that everyone knows and loves the brand. Everyone understands, even if we haven’t directly targeted them, that we are known for quality and innovation. That’s not the problem. The question is whether we are connecting and engaging with them or not. Some forms that the prospects filled out enlightened us to the fact that we are not always reaching who we think we are, and our goal is to change that.

ANDREA: Is this connection especially important for niche markets?
KADESHA: The reality is that mass marketing is kind of old school. It can be more profitable, but not as efficient, especially for high-end consumers. Every consumer is different. It is not fair to put them in the same bucket, you have to satisfy their needs.

ANDREA: Any final thoughts?
KADESHA: I just want the business world to know that Sony’s experience suggests that there are opportunities in the wealthy ethnic market. We want to be leaders in this, but we encourage others to follow suit.