chartz wrote:

If B&O works with an ex-F1 pilot, they will be dead to me.

 

They better work with Samantha Fox.That may attract some ''youngsters''

trackbeo wrote:

Maybe it's just the US_EN website version, but it says, "Only 66 pieces available from October 2020"?  At a USD $50 premium over the regular E8 Sport model, it barely seems worth it for B&O.  Yes, I get that his car is McLaren #66, and that CNC "personalization" of the E8 plastic covers makes it easy enough to switch logos.  And that it's a marketing exercise to attract new blood to the brand.  But still, 66 pieces?  Maybe they should do a Hitchhiker's Guide version (what would a Babelfish logo look like?) and market... 42 of them!?!

😁😁😁

Chris Townsend wrote:

There’s 14 of these going to be made too.

It's just the regular version with a special removable fret.

I like my Edge, but don't love it.

moxxey wrote:

It's just the regular version with a special removable fret.

I like my Edge, but don't love it.

There is also a laser-engraved signature at the top, next to the controls.

No, there's also a signature on the metal beside the B&O logo.

Sorry to bang on this again, but truly I don't understand: Can some marketing maven say why this promo is interesting, at all?  

The gross profit increase on the special editions total USD $3300 for the headphones (66*50), which might be enough to cover the setup fee to print the logo; and $4200 for the speaker (14*300), which almost certainly will not pay for importing the scan to the laser cutter plus the QA of the result plus the cover silkscreen and/or contracting out to Skiniplay.  Yes, there is the underlying device profit, but again, without hundreds to thousands of an item, it amounts to a drop in the bucket.  Minus the promotional fee paid to the celebrity (which may be amortized over other, larger, "editions" that are as-yet unannounced).

So are racing fans such a big high-income or easy-spending demographic that they'll buy the rest of the line -- "if they could only see it," thinks the marketer -- after being unable to purchase the item they were drawn in by?  Or is any narrow target wedge worth a try to see if it sticks, versus the broad "active youth" segment (upscale, and aspiring, more importantly) of the new A1 and E8 marketing?  Or are celebrities using B&O simply impossible to find for endorsement?  Sure, Alonso is a bigger draw than the Danish royalty or whoever she was.  And "Music for concentration" as a target demo (not racing per se) does seem suited to the B&O brand.  But unless Alonso is cheap to free, wouldn't an endorsement deal with any TV-popular scientist or starchitect be worth more?  (Stephen Hawking is dead, but Anthony Fauci comes to mind, especially for "noise"-cancelling headphones!  Besides, a B&O endorsement is classier than one for Goya...)  Maybe there's prestige for the company by getting a sport-affilliated endorsement, *as if* they were playing with the big boys despite not having the money for golf, tennis, etc. etc. etc.  But that's marketing onanism, not actual brand betterment.  So why, exactly?

I just watched Consuelo Mack on the US PBS docu/news show "Wealthtrack".  Now *there* is a narrow, niche-market, not-quite-celebrity who could definitely use B&O's turquoise, or pink, earbuds!  The reflective chrome tips of Apple's Pro buds are particularly distracting inside her coiff.

Thanks, trackbeo - so I am not the only one, wo is sceptical about this kind of ‘collaboration’.

MM

Beg pardon, but no, I am not skeptical.  Rather, I wonder what it is, that I cannot see...  There *must* be something.  The paragraph on gross profit, as narrowly defined, was just to eliminate it as the motive, not by way of belittlement or complaint.  Similarly, the noise-cancelling & Goya cracks were just to make it worth reading to the end of my over-long post.  It's just... so singular a campaign, that I'm hoping for a tiny marketing lesson.