Sony markets flat TV to the key decision-maker in the home: women
Tags: Sony, Flat Panels, Plasma, LCD, HDTV, Style, Marketing
Unlike much of the HDTV world which tends to market technology advances to men, Sony is breaking with tradition and pitching its new Bravia flat TV line to women on the basis of style. And to put its media where it's message is targeted, Sony has purchased all of Wednesday's advertising space on Style.com, the Web site for Conde Nast fashion bibles Vogue and W.
My view: this is a brilliant move on Sony's part. Women are a neglected target for consumer electronics, yet they control many if not most home purchasing decisions. Other manufacturers have been marketing flat TV's features first and style second. Sony has realized that style may be just as important as resolution in sealing the deal. Bravo Sony.
Unlike much of the HDTV world which tends to market technology advances to men, Sony is breaking with tradition and pitching its new Bravia flat TV line to women on the basis of style. And to put its media where it's message is targeted, Sony has purchased all of Wednesday's advertising space on Style.com, the Web site for Conde Nast fashion bibles Vogue and W.
My view: this is a brilliant move on Sony's part. Women are a neglected target for consumer electronics, yet they control many if not most home purchasing decisions. Other manufacturers have been marketing flat TV's features first and style second. Sony has realized that style may be just as important as resolution in sealing the deal. Bravo Sony.
posted by Carl Howe at
9:35 AM
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