The Star program comprises 250 events, ranging from training courses and workshops to brand-based events across Western and Eastern Europe, Africa and the Middle East. The program aims to address and support customers and partners through tailored presentations of Sony solutions and personal consultation on site.
Sony had already moved closer to customers at Sony Professional World. More than 1,000 visitors were able to explore and try Sony solutions and applications across media and broadcast, presentation technology and digital signage. The EXperience campaign last autumn followed a similar concept, giving users the opportunity to test EX-series camcorders.
The success of these events indicates that the format meets the industry’s requirements. “Our customers now want tailored events close to them as well as continuous dialogue,” said David Bush, marketing director at Sony Professional. “The Star program builds on these wishes and offers an innovative, interactive platform for contact between Sony, our customers and our partners.” Sony has therefore decided to focus on local events of this kind and will not exhibit at IBC in 2009.
The Sony Star event series will be supplemented by further channel- and customer-oriented communication activities that make broad use of the media available today. Among other initiatives, a new digital TV channel called b.link will provide tailored video content to Sony Specialist Dealers.
“Particularly in view of the economic situation, we want to offer our partners and customers real added value for their investment,” said Stefan Balbierz, general manager of technical operations for DACH at Sony Professional. “The Star program provides the perfect framework for dialogue with our partners and customers. By presenting our products and solutions in a highly practical way, we can address our customers’ wishes and needs directly and serve them effectively.”
Further information about Sony Star will be announced shortly.
Further links:
- Further information