Electronics brand Sonos in final stage of agency search

SANTA BARBARA, CA: Consumer electronics company Sonos is in the final stages of a review for a PR AOR to raise consumer awareness of the brand and drive sales.

SANTA BARBARA, CA: Consumer electronics company Sonos is in the final stages of a review for a PR AOR to raise consumer awareness of the brand and drive sales.

The company issued an RFP at the beginning of last month, seeking an AOR to tell the brand's story, according to documents obtained by PRWeek.

Eric Nielsen, senior PR manager at Sonos for the Americas and the Pacific, said the company is in the final stage of the process and will soon pick an agency from four finalists.

Lyman PR supported the account for four years beginning in April 2008 before resigning in April. The agency is not involved in the review but representatives of the firm said the relationship ended on a positive note.

“They did a fantastic job,” said Nielsen. “It's still a great relationship.”

He added that the company's next agency will help it reach a “broader array of people.”

Sonos' 2012 objectives include raising brand awareness, continuing to establish music brand equity, increasing consumer understanding of the company's products, and building and mobilizing a loyal fan base, according to RFP documents obtained by PRWeek.

The company's core audience includes “modern creative explorers,” which are music influencers known for expressing themselves creatively through social media channels like Facebook and Twitter.

Sonos' target audience is “modern music lovers” who listen to digital music from their own collections or online streaming services, and those who are interested in products that can enhance the experience of listening to music at home.

Sonos plans to focus one-quarter of its communications on product PR and 75% on global stories with local activation. The company is looking for an agency to help it tell those stories, as well as to assist with launches and build the company's reputation. Its communications plan emphasizes content creation and sharing through social, video, and the “modern creative explorers,” all in alignment with a global campaign.

The consumer electronics manufacturer also wants to develop a physical presence in Los Angeles to serve as a destination for listening culture, partner with brands like Levi's, Converse, and Target, and enhance its VIP program for its 2012 campaign.

Sonos also wants to use social media to enhance storytelling opportunities about its Wireless HiFi System, raise awareness about Sonos Studio in Los Angeles, and partner with relevant brands.

The company is evaluating agencies by their creativity and storytelling ability, cultural and lifestyle approach, product launch and reputation management efforts, integrated methods, and passion for the project, according to the RFP documents. Budget information was not disclosed.

In addition to searching for a new PR agency, Sonos is looking to fill the newly created role of senior manager of global PR.

Nielsen said the senior manager will help “create the strategy and plans for what [Sonos] is going to be focusing on in the years ahead.”

“We're having a lot of growth here in the PR and marketing area,” he said.

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