Should B&O start advertising on TV?

There is no marketing budget for B&O here in Australia, and this is a massive mistake. Market penetration is very low because nobody knows the brand here. Those that do are very faithful, and often visit B&O first when deciding to upgrade.

Rolls Royce don't do TV because they don't need to. Everyone has heard of Rolls Royce. Luxury brands have to be aspirational, and that means poorer demographics have to aspire to owning the product and talk about it. It needs to be seen by the masses, not hidden in fancy showrooms that people are too scared to open the door to. Beoplay is the perfect entry point for aspirational purchasers. When a brand becomes aspirational, the wealthy will buy it to show off, the middle will buy to look wealthy, and the poor will follow and dream.

Think brands such as Louis Vuitton, Prada, Tiffany & Co, Rolex and Porsche. People aspire to own things from these companies. So with Vuitton they may start with a coin purse, with Tiffany a keychain, Prada with sunglasses or fragrance. Correctly targeted advertising will work, and getting a name out there will lead to success.  

I agree with you wholeheartedly Jon.

Paul don't forget you can also download the app on your iPad where you can download the B&O brochures on which is really great.

Paul, why would you prefer a pdf-version, when you can have the (interactive) magazine via the app?

MM