Best Buy Marches On

Best Buy showcased multiple product categories last month through a pair of March-friendly promotions.The retailer revived its annual “March Audio Fest” event and, separately, tapped into the “March Madness” of the National Collegiate Athletic Association’s Men’s College Basketball Tournament with a new "Catch It All" slogan. The latter message was intended to extend the typical seasonal spotlight beyond televisions to encompass various other devices that could stream the games.Running March 2 through April 5, this year's Audio Fest showcased deals on speakers, headphones, car stereos and other audio products. Among a plethora of offers presented during the event were:double the standard My Best Buy points (see “Best Buy Gets Personal …” in Related Articles) with purchase of headphones or speakers. A March 20 Facebook update promoted the latter category.$100 off a portable Bluetooth speaker dock from Sony.30% off all Pioneer speakers.Features in multiple circulars supported, including a back-page spotlight on March 30. The retailer also enlisted help from various bloggers to spread the word. In stores, ceiling banners touted the overall event.The Audio Fest also included a sweepstakes awarding a grand-prize trip for four to New Orleans to attend a Kings of Leon concert on April 11. My Best Buy members entered on a promotional website from March 2-15. Three secondary winners got Klipsch wireless Bluetooth speakers; 10 received Kings of Leon CDs. Minneapolis-based Gage Marketing Group handled. A March 6 Facebook update linked to the sweeps entry page. Later, a March 26 update plugged sales on Klipsch speakers.Throughout the month, some stores held events to showcase the latest audio trends, with manufacturer representatives on hand to answer shopper questions. In-store easel signs presented specific dates and times.Meanwhile, Best Buy used the Catch It All message to acknowledge the growing trend toward multi-screen media consumption via TVs, mobile devices and computers. The retailer deployed the message alongside basketball graphics in multiple circular features, including three weeks of front pages from March 16-30. Facebook updates, display ads on websites such as orbitz.com and cnet.com, and sponsored posts on various blogs linked to a dedicated page on bestbuy.com. The page presented tips on “how to get the most out of every screen” and carried e-commerce links to laptops, smartphones, tablets and TVs. Outdoor A-boards supported in stores.The retailer did leverage LG Electronics’ NCAA sponsorship in circular features employing the official Final Four logo and the brand's “Do Gameday Right” slogan. But the collaborative activity continued to wane compared with previous years. (See “Best Buy Rebounds …”)

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