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Alonso collaboration?

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beotex
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beotex Posted: Fri, Aug 14 2020 12:01 AM
Just saw this posted. Perhaps in relation to his Indy 500 bid, or return to F1? New variation of headphones, maybe?

Hiort
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Hiort replied on Fri, Aug 14 2020 7:30 AM

Headphones are my guess

 

 

 

 

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Peter the Biker
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Or a real headset ...

Peter the biker

Daniel
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Daniel replied on Fri, Aug 14 2020 8:08 AM
Finally, a new loudspeaker van! About time. Both cars and speakers have developed a lot since 1930’s.

chartz
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chartz replied on Fri, Aug 14 2020 8:42 AM

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

 

Jacques

Millemissen
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Who the h*ck is Alonso?

Am I missing something?

MM

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Daniel
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Daniel replied on Fri, Aug 14 2020 10:19 AM

Millemissen:

Who the h*ck is Alonso?

Am I missing something?

MM

A Spanish Formula 1 driver, regarded as one of the best of all times. Next season driving for Renault.

https://en.m.wikipedia.org/wiki/Fernando_Alonso

moxxey
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moxxey replied on Fri, Aug 14 2020 10:35 AM

chartz:

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

The idea is good. My friend owns a successful men's clothing brand Orlebar Brown (which was sold to Chanel in 2018) and they did a collaboration with Daniel Ricciardo https://www.orlebarbrown.com/blog/daniel-ricciardo-interview.html

This gave Orlebar Brown a lot of press coverage. Only thing is, Daniel Ricciardo is a current F1 driver. Alonso retired from F1 years ago? Seems a very strange choice for a collab.

Daniel
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Daniel replied on Fri, Aug 14 2020 10:44 AM

moxxey:

Alonso retired from F1 years ago? Seems a very strange choice for a collab.

He’s back on track in F1, with a contract with Renault for 2021 and 2022 and an option for 2023.

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Fansastic replied on Fri, Aug 14 2020 11:28 AM
moxxey:

The idea is good. My friend owns a successful men's clothing brand Orlebar Brown (which was sold to Chanel in 2018) and they did a collaboration with Daniel Ricciardo https://www.orlebarbrown.com/blog/daniel-ricciardo-interview.html

This gave Orlebar Brown a lot of press coverage. Only thing is, Daniel Ricciardo is a current F1 driver. Alonso retired from F1 years ago? Seems a very strange choice for a collab.

Ricciardo is always smiling and positive, Alonso is always grumpy and complaining.

Hence a bad marketing choice of B&O? Or are they taking their advertising campaign with unhappy people to the next level. Big Smile

We have to wait and see, there should be sufficient amount of fans out there who can be drawn into B&O and that is always a positive thing!

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https://www.bang-olufsen.com/en/earphones/beoplay-e8-sport?variant=beoplay-e8-sport-fernandoalonso

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Hiort replied on Fri, Aug 14 2020 2:17 PM

mr_anders_son:

I like the color trim on the Alonso earbuds.

 

 

 

 

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I recently tried some e8 v3 headphones, and they aren’t anywhere near as good as the somewhat cheaper EarPod pros. That goes for their new Sony counterpart who initially impressed.

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Millemissen
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Daniel:

Millemissen:

Who the h*ck is Alonso?

Am I missing something?

MM

A Spanish Formula 1 driver, regarded as one of the best of all times. Next season driving for Renault.

https://en.m.wikipedia.org/wiki/Fernando_Alonso

Thanks - seems that I am not missing anything.

However, if that helps selling some earphones and create some brand awareness (which one could doubt), I am fine with it.

Just not my world - neither the Alfonso thing nor the earbut thing.

MM

 

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Jeff replied on Fri, Aug 14 2020 5:08 PM

Fansastic:

Ricciardo is always smiling and positive, Alonso is always grumpy and complaining.

 

Hence a bad marketing choice of B&O? Or are they taking their advertising campaign with unhappy people to the next level. Big Smile

 

We have to wait and see, there should be sufficient amount of fans out there who can be drawn into B&O and that is always a positive thing!

Just like a lot of Beoworlders and most of the dealers. He's perfect! Stick out tongue

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take10 replied on Fri, Aug 14 2020 5:44 PM
I’ve liked Alonso very much ever since he gave the middle finger to Ralf Schumacher whilst crashing at high speed. Surely that’s stylish enough for B&O.

https://m.wheels24.co.za/FormulaOne/watch-that-time-alonso-crashes-and-still-manages-to-show-ralf-the-finger-20180818
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Esax replied on Fri, Aug 14 2020 6:05 PM
Fansastic:

Ricciardo is always smiling and positive, Alonso is always grumpy and complaining.

Hence a bad marketing choice of B&O? Or are they taking their advertising campaign with unhappy people to the next level.

We have to wait and see, there should be sufficient amount of fans out there who can be drawn into B&O and that is always a positive thing! BV Eclipse 55 Brass - BL 18 Brass - BL 19 Brass - BL 3 White - BS Moment - BS 2 Brass - BV Horizon 48 - BS3000 - BS 3200 - BS Essence - BL 4000 - V1 40 Black - V1 40 White - BLC NL/ML - H6 - H4 - E8 Motion - A8 Earphone - Beolit 12 - Beolit 15 - Beoplay A1 Green - Beoplay A3 White

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trackbeo replied on Fri, Aug 14 2020 6:25 PM

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!?!

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If they would make a The North Face or a Patagonia Special Edition, I might persuade my wife to buy a set.

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Fansastic
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Fansastic replied on Fri, Aug 14 2020 8:24 PM
Jeff:

Just like a lot of Beoworlders and most of the dealers. He's perfect!

Jeff

I'm afraid I'm recovering from the BeoVirus.

Big Smile

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OldJack replied on Fri, Aug 14 2020 9:29 PM

chartz:

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''

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Razlaw replied on Fri, Aug 14 2020 10:37 PM
The US web page also shows an Edge, limited to 14.

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Jeff replied on Sat, Aug 15 2020 12:41 AM

trackbeo:

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!?!

Big SmileBig SmileBig Smile

 

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

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moxxey replied on Sat, Aug 15 2020 2:43 PM

Chris Townsend:

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.

tph
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tph replied on Sat, Aug 15 2020 4:16 PM

moxxey:

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.

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trackbeo replied on Sat, Aug 15 2020 4:18 PM

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?

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trackbeo replied on Sat, Aug 15 2020 4:38 PM

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.

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

MM

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trackbeo replied on Sat, Aug 15 2020 5:14 PM

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.

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mrCTE replied on Sat, Aug 15 2020 5:19 PM

It’s a truly dreadful execution.

They’ve literally stuck a partner’s brand on a B&O product, a brand that has far less equity and prestige that B&O. It’s incomprehensible from a brand values point of view and says a lot about how they (don’t) protect the brand’s heritage and image. 

 

 

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trackbeo replied on Sat, Aug 15 2020 5:51 PM

Respectfully, I disagree:  As celebrity deals go, it's pretty low-key.  He's handsome, and isn't giving us the finger in those photos.  Although not as directly relevant a collaboration as the ON w/ E8, it has a similar logo add-on.  Whether his comeback succeeds or fails will determine relative prestige, and may even make an appealing underdog story.  But how does it increase revenues?

[Edit: Sorry, just realized you meant the Edge covers, which yes, do look a bit like team swag one might give to the pit crew.  And saying "this E8 logo is no worse than that E8 logo" is weak.  But still I disagree -- overall -- with "dreadful execution".  Hmm... when the bass port of the Edge opens, does the airflow over the tail increase the downforce to the tabletop, thus improving its cornering performance?]

Millemissen
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@trackbeo 

Ok then, let’s say I am sceptical!

However, if someone could explain the need for that ‘collaboration’ and the motive, the benefit for B&O, I’d gladly listen.

MM

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StUrrock
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StUrrock replied on Sat, Aug 15 2020 8:48 PM

Slow sales means special editions/colours.

Even slower sales means desperate editions/colours.

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Styrizo replied on Mon, Aug 17 2020 7:42 PM

I guess it's not just a matter of how many Alonso branded E8s or Edges they sell, the key expected outcome is press coverage.

In Spain I've seen this announcement published in several newspapers and different blogs. Thats probably a cheaper way to get your brand and products shown to the public than traditional ads.

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Styrizo replied on Mon, Aug 17 2020 7:42 PM

I guess it's not just a matter of how many Alonso branded E8s or Edges they sell, the key expected outcome is press coverage.

In Spain I've seen this announcement published in several newspapers and different blogs. Thats probably a cheaper way to get your brand and products shown to the public than traditional ads.

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Beobuddy replied on Mon, Aug 17 2020 9:42 PM

How would it affect sales when they would collaborate with Hamilton or Verstappen. Which version would sell better?

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Mikipidia replied on Mon, Aug 17 2020 9:53 PM
That’s probably an obvious answer, but then again, what would the price be to B&O?

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trackbeo replied on Tue, Aug 18 2020 12:16 AM

Interesting.   Here in the USA we tend to think of "Europe" as a bloc (the way the politicians intended it!-), but it isn't: There are 18 "real" B&O stores in Spain, versus 10 "real" stores in France.  ("real" means not partners, and not closed today (because it's really closed forever, or "because closing Mondays is a cultural imperative."))  I would not have thought of Spanish-specific fans to build foot traffic for dealers.  And if priced that way (limited campaign & personality fees) it would make sense.  B&O would have to decide to allocate the units to Spanish dealers of course.  Window placement of the Edge, 14 units into 18 dealerships, some of which might (must!) share ownership.  Hmm.

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If he’s such a cool and successful guy why has he teamed up with Renault. If he wants to finish the race in a car that doesn’t break, surely he should team up with Mercedes? If B&O want someone ubercool and successful, why not team up with Lewis Hamilton instead? Nobody knows of this Alfonso guy, whereas everyone including your average housewife and her pet dog has heard of Hamilton.
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