HDI Dune is the producer of network media players of premium class. Dune products are characterized by their multifunctionality and a high-quality playback of almost all video and audio formats. Undoubtedly, these are the significant advantages over many media players of different brands. Dune HD players had already been present on the Polish market before HDI Dune started the cooperation with Sarota PR. However, HDI Dune decided to launch its products officially and more intensely.
Diagnosis of the initial situation
HDI Dune is the producer of network media players of premium class. Dune products are characterized by their multifunctionality and a high-quality playback of almost all video and audio formats. Undoubtedly, these are the significant advantages over many media players of different brands. Dune HD players had already been present on the Polish market before HDI Dune started the cooperation with Sarota PR. However, HDI Dune decided to launch its products officially and more intensely.
According to the carried out analysis, HDI Dune is known among the enthusiasts of audio/video technologies and offers superior quality of products. It is proved by numerous entries on the discussion forums for specialists. However, HDI Dune was described there as a rather “mysterious” brand that belongs to the niche market. There were only single press releases and reviews in media by then.
Undoubtedly, the market is flooded with media players. Apart from the companies focused on producing media players only, (such as Xtreamer, Popcorn Hour, Ferguson and of course HDI Dune) there are also brands with diversified portfolio, which includes media players as well (e.g. Hewlett Packard, Philips, Hyundai or Western Digital).
Defining the problem
It seems that consumers aware of the brand belonged to the very hermetic community. Additionally, the low brand awareness could be strongly influenced by the intense competition on the market. One of the problems with introducing PR activities for HDI Dune was that the press releases describing products from the current portfolio had already been distributed. In fact, there were not many products in portfolio at all (which is typical of such a brand profile). Therefore, one of the objectives was to revitalize the presence of the brand in media on the basis of the available aids and then exposing the brand to the consumer’s market.
Target group
Communication activities were directed to:
• Journalists dealing with issues of multimedia, AV technologies, IT and electronic gadgets,
• High-quality multimedia enthusiasts,
• People interested in building their own Home Entertainment Center
• Trendsetters,
• Key customers, distributors, retailers, resellers.
Communication strategy and the aim of the project
The main strategic objective was to build a brand image and present HDI Dune as a trustworthy manufacturer of high quality media players. The undertaken actions were supposed to prove that HDI Dune products belong to the premium sector and meet the needs of the most demanding users. Moreover, the aim of the project was to emphasize the fact that HDI Dune pays a lot of attention to details and constantly improves products for present and future clients. Conducted activities included identifying the needs of target groups as well. The discourse specific for this market field was monitored and database with contacts could be extended with additional channels focused on predefined users. Intensive media relations strategy was designed to systematically provide journalists with reliable and useful press materials and to inspire organized product testing by the influential media.
Implementation of the project
1. The first stage consisted of the diagnosis of HDI Dune’s competition media exposure. Available channels of communication could be found after defining the scale of the actions carried out by the competition. The scale of HDI Dune media presence was also defined.
Previous brand image was assessed on the basis of entries published by the internet users.
2. The complete database (compendium) with information about HDI Dune products had been created before the communication activities were launched. Product catalogue and other materials were translated into Polish on that stage. Gathered materials and opinions, together with competitor analysis helped to identify and expose the main advantages of HDI Dune products.
3. Extensive database with contacts and gathered information (with target group specified) contributed to the efficient distribution of press releases. Apart from the information about the players, which are considered the main product line of HDI Dune, journalists received press releases touching upon the issue of HDI Dune wireless mini-keyboard. All the activities influenced the brand awareness to a great extent.
4. It is worth noting that communication activities also involved intense sample rotation. It resulted in number of reviews based on the tests and not only on press releases. Finally, new acquaintances with AV sector journalists were made and positive relations with particular media contributed to the improvement of the whole process.
Summary
Within 4 months of the Project, HDI Dune products received 9 awards, including prestigious awards from Benchmark.pl, Hi-Fi Choice & Home Cinema. 32 publications in press and 149 publications online appeared during that time. Publications about HDI Dune appeared in titles such as: Hi-Fi Choice & Home Cinema, CHIP, Komputer Świat, Digital Vision, Rzeczpospolita, PC Format, CD Action, Tele-Pro, Smart, InfoMarket, benchmark.pl, onet.pl, wp.pl, frazpc.pl, in4.pl, audio.com.pl , and many more.
To conclude, the exposure of the brand in media has increased radically. Press releases and reviews improved the brand image and thanks to that HDI Dune started to be perceived as a producer of the reputable and high quality media players.