Strategic Planning
Strategic Plans & Marketing Consultation
Client: Dual Electronics Corp.
Ideas
EVOK Advertising was there at the beginning when mobile and home audio manufacturer Dual started business in 2003. The highly competitive nature of the consumer electronics industry demanded the instant establishment of a powerful, comprehensive brand identity that would seamlessly carry through product design, packaging and collateral materials. Although Dual is the United States-based subsidiary of Namsung Corp., Shenzhen, China, and the brand name had been established in 1927, it was a new company that had to hit the ground running to establish credibility among distributors, retailers and consumers to gain the market share necessary for survival.
Work
EVOK Advertising became intensely involved in shaping Dual’s identity, including product development by our award-winning industrial designers. The range of services included the following:
• Packaging design
• Collateral
• In-store POP
• Sponsorships and promotions
• Demo vehicles
Packaging design was given a clean, uncluttered appearance with the visual focus being a picture of the product. Product specifications were featured on the back of a front flap to provide consumers with vital at-a-glance information to help them make a buying decision on an unaided retail floor. Graphics served to reinforce Dual’s brand image as a mobile electronics manufacturer that offers products incorporating cutting-edge technology and advanced features at affordable price points. A strong red background color attracted attention on the shelf by appealing to the target 18-to-34 male demographic.
Collateral materials included catalogs, consumer and trade brochures and a marketing brochure, all carrying through Dual’s colors and graphic branding to support products and sales efforts. In-store POP reinforced the look of packaging and collateral to provide the appearance of a long-established company while generating excitement about new and promotional products.
EVOK Advertising then arranged unique partnerships with specialty marketing agencies, such as Motor Marketing, extending Dual’s reach into the hottest-ticket rock and alternative concert tours where target market consumers could see – and hear – Dual’s products installed in a promotional van on display at each venue.
Through other well-established industry contacts, EVOK Advertising ensured that Dual was represented at high-profile trade events with product displays showcasing its new and existing lines.
Results
Arriving at the marketplace with a cohesive product line and brand identity provided Dual with the advantage it needed to successfully compete against the industry giants. The NDP Group – a global consumer retail market group – ranks Dual at sixth in market share – an impressive position for any company to reach, but all the more remarkable for one as young as Dual.
Since Dual’s inception, EVOK Advertising’s role has expanded to encompass every other aspect of its advertising and marketing efforts, including print ad campaigns, media buying, and tradeshow booth design, graphics and support.