A hugely successful program to simplify the HDTV buying experience demonstrates how this company is able to transform retail transactions.

These days, buying a new high-definition television requires a translator. LCD, plasma, DLP, 1080p, 1080i, HDMI, PIP, aspect ratio, HDCP, FPS, SED, and SXRD are only a handful of the terms that sound like Greek to the average consumer.

Mark Dean , CEO

In 2006, Sony heard the distress call and reached out to Irvine, California-based BDS Marketing to help create an HDTV education program for consumers and retailers. “The key element of this program was about high definition education and simplifying the technology message,” Mac McWeeney, director of client services and operations for BDS, said in a statement.

BDS applied its trademark dual mission of creating passionate retail reps and positive consumer shopping experiences and worked with Sony to develop the HD Test Drive Program—a program that would not only help Sony drive sales volume for its HDTV line, but also win BDS the coveted Stevie Award at the 2007 American Business Awards.

Cultural difference
CEO Mark Dean created BDS Marketing over 20 years ago with the belief that people make the difference. Create a company with smart, passionate people, Dean thought, and you’ll build a loyal customer base.

To build an environment where smart, passionate people can thrive, Dean established a culture characterized by relationships, enthusiasm, freedom, straight-talk, and operational excellence. It’s the culture that still exists at BDS today, and has allowed the company to grow into one of the nation’s most sought after marketing firms, with clients such as Canon USA, Puma, Jaguar, Land Rover, Motorola, Time Warner Cable, and Sharp.

When electronic juggernaut Sony came calling with its HDTV marketing issue, BDS had the people and the processes in place to respond quickly and efficiently. The company put together a team of Sony managers and product specialists and transformed them into professors of HDTV. The team was deployed in the top 31 markets at national retailers such as Best Buy, Sears, and Circuit City as well as regional locations like ABC Warehouse, ABT, HH Gregg, and PC Richards. Their mission? Educate retail sales associates one-on-one on the features and benefits of HDTV while also providing purchasing tools and tips.

“Our team was able to show customers and sales associates what to look for in HDTV picture and sound performance and then let them decide what technology worked for them,” McWeeney said. “This program was about giving consumers the tools and information to buy, not about selling them.”

From September through December 2006, more than 25,000 sales associates went through the HD Test Drive Program. Aimee Mozingo, vice president of marketing for BDS, said the program focused on maximizing and integrating efforts on the retail floor. From messaging to visual presentations to empowered sales associates to customer interactions, BDS made sure retailers simplified their HDTV message and got through to customers to on a deeper level.
“We believe education and interaction on the selling floor are critical components to the marketing mix,” Mozingo said in a statement. “By leveraging people as a powerful communication vehicle, we help transform a transaction into a lasting connection for both the brand and the retailers.”

The program drove significant sales volume for Sony, just in time for the holiday season, with BDS exceeding each of Sony’s predetermined ROI goals and objectives by an average of 96%—numbers that got the attention of the judges at the American Business Awards.

Award winning
Hollywood has its Oscars, and the business world has its Stevies. Presented at the annual American Business Awards, the Stevies are the only national, all-encompassing awards honoring great performances in business.

In 2007, more than 2,000 entries from companies of all sizes were submitted for consideration in more than 40 categories. A panel of more than 50 business leaders from across the country, including Donald Trump, judged the competition, and they selected BDS as the Stevie winner in the category of Best Marketing Team.
“The true spirit, passion, and essence of BDS is about relationships,” the company states. “We’re people working with people toward a desired outcome. We build relationships with retailers and consumers to build brands, create demand, and enhance the customer shopping experience.”

And, BDS might add to that statement, act as technology translator.