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Tom Mykietyn

Tom Mykietyn. Director Segment Marketing. SONY ELECTRONICS, INC. Customer Product Registration Initiative. www.sony.com/ProfessionalRegistrationOnline Launched Jan. 31 Help Customers with Product Upgrades, Firmware and Software Revisions

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Tom Mykietyn

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  1. Tom Mykietyn Director Segment Marketing SONY ELECTRONICS, INC.

  2. Customer Product Registration Initiative www.sony.com/ProfessionalRegistrationOnline • Launched Jan. 31 • Help Customers with Product Upgrades, Firmware and Software Revisions • Help Segment Marketing Track Progress in Various Market Segments • Bulletin Went out Feb. 24 • www.sony.com/PRO ‘nickname’

  3. Incentive for Registering ! • 6 Month Extension to Existing Parts Warranty • About 100 Models Qualify • HDV • HDCAM • LCD Projectors (and Many More) • Promotion Period: • December 1, 2005 – June 30, 2006 • Use this as a Selling Tool

  4. Early Registration Data

  5. Plan to Purchase

  6. Awareness for New Site • Inserts and Stickers on BPSD Product • Most of our Main Models will be ‘tagged’

  7. Banner Advertising for the New Site • On-line Advertising Starting in February • Millimeter • Video Systems • Sound &Video Contractor • Broadcasting Engineering • University Business (and more)

  8. HOW Market Segmentation • Over 300,000 Christian Churches in US • Of which about 41,000 Using Display and A/V Products for Worship Services Giga 16,000 attendees Mega 1500+ attendees Large 800-1500 attendees Small/Medium 300-800 attendees Source: TFCinfo HOW AV Survey

  9. AK 2 Central 335 Northeast 52 WA 25 ME 0 ND 1 MT 1 VT 0 NH 0 MN 27 OR 11 NY 24 MA 4 WI 5 ID 2 SD 0 MI 30 CT 2 RI 0 WY 0 PA 16 NJ 6 IA 5 NE 4 OH 24 MD 42 IN 24 DE 1 IL 32 NV 4 WV 0 VA 14 UT 0 CO 17 CA 127 MO 15 KY 11 KS 11 NC 19 TN 26 OK 23 SC 7 AR 3 NM 4 AZ 16 Southeast 256 GA 44 AL 19 MS 4 West 187 TX 112 LA 13 FL 53 834 Mega Churches

  10. Market Trends and Drivers Increased Use Of Display And A/V • Churches Exploring New Ways to Convey Messages • Retain Existing Members • Attract New Members – Youth • Church Experience Goes Beyond Religious Instruction • Counseling, Volunteer Opportunities, Social Interaction…Community Center Source: TFCinfo HOW AV Survey

  11. Unique CharacteristicsAffect Sales/Marketing • Committee-Oriented Decision Making • Volunteers • Many do not Attend Industry Trade Shows • Rely on Recommendations from Peers • Use of A/V Individual Decision • Supporting Message vs. Distracting • Many Opportunities within One Facility • Sanctuary, Classrooms, Lobby, Bookstore • Training and After-Sales Support Essential

  12. Marketing Activities • Events • Lakewood Church Media Conference • C3 @ Fellowship Church • NRB • Technologies For Worship @ NAB • e-Newsletter

  13. Testimonial Ad "Sony quality and service after the sale make them an easy choice. We've got a long-term relationship with Sony. Our relationship is not just a sales transaction, its a partnership to help us grow our ministry. There is a tremendous difference”

  14. February March April May June Publication 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 Technologies for Worship Church Production Sound & Video Contractor Broadcast Engineering Online Lakewood Ad Schedule

  15. HOW @ NAB 2006 • Technologies for Worship Conference Breakfast Sponsorship • Monday: “Sony’s HOW Commitment” • Tuesday: “HD for All” • Wednesday: “Presentation Technologies” • Lead Retrieval • Raffle • Promoted on NAB TFW Print and Web

  16. HOW @ NAB 2006 • “Digital Usher” • Self-Guided Tour of Sony Booth – Targeted Segment Messages • Pick-up Point at Technologies for Worship Pavilion • 10x10 Sony Booth, Central Hall • MP3 Player/Headphone - Promote Donation to Charity after the Show

  17. Market Data – Higher Ed Total Number Higher Learning Institutions in United States: 6458 Source Infocomm Market Research

  18. Market Data – Higher Ed • Estimated A/V Market Size in Higher Ed • $5.2 Billion • 85% Product • 15% Services • Total A/V Market estimated at $20 Billion Source Infocomm Market Research

  19. Market Data – Higher Ed • Community Colleges • Often Early Adopters of Technology • Borough of Manhattan Community College • MVS8000 Switcher, HDC950 Cameras • Sony on Advisory Committee to Redesign Digital Media Technology Curriculum Source Infocomm Market Research

  20. Unique CharacteristicsAffect Sales/Marketing • 75% of the Market Opportunity: New Construction and Major Renovations • Increasing Push for Standardization • Technology Differentiates Institution – Used for Student Recruitment • Funding for A/V Projects • Federal Funding Small and Continue to Decline • State Funding Expected to Decline Slightly • More Reliance on Tuition and Private Donations • Largest Buyers: Business Schools, Arts and Humanities, Education, Engineering Source Infocomm Market Research

  21. Marketing Activities • Educause • National Convention • Booth and Manufacturers Session • Projector Supplier for 2006 • 22 Events Annually in the US • Marketing Opportunities such as: • Sony Representative Attend Conferences • Pre Conference Mailings • Collateral at Events • Quarterly Education e-Newsletter • ETA May

  22. NAB 2006 • Government/Education Reception • Annual Event • Sunday Night, April 23 • Ballys Silver & Gold Rooms • Your Education Customers Attending NAB? • Send Dave Johnson Contact Information for Invitation

  23. The Government Market • What makes up the Government Market • Federal • Department of Defense • DHS, AFRTS, NSA • Civilian • NASA, Smithsonian, DOL • State & Local • $218 Billion IT Budget

  24. Federal IT Budget, FY 1988 – FY 2006

  25. Segment Marketing-Government • Govt. e-Newsletter • Sent to average of 28,000 contacts • BBSC Product Highlights • Customer Application Stories • Promotions, Offers, Giveaways • 4th Edition, Jan. 31 • Lead Generator • Excellent Response!!

  26. Segment Marketing-Government • Govt. Website • Customized and Focused for Govt. Customers • Tied to e-Newsletter • GSA Schedule • Portal to BSSC Product • Updated Every 45 days! • Hits continue to increase!

  27. Focused Approach • Government Marketing Collateral AgencyEvents (FBI Handout) Gov Product Events (Invitation to SXRD Demo) Government Tabloid News (Handed out at GVEXPO)

  28. Focused Approach • Government Tradeshows National Gov Shows National Gov Shows Las Vegas, April 23-27 Gov/Ed Reception NASA AFRTS DC, Nov 30 – Dec 1 DC, March 7-9

  29. Creating Opportunities • Helping the Resellers…. • Providing Customized Marketing Materials, • e.g., Sales Templates, Customized • Sony/Reseller e-Newsletters • GSA Sales Support Rebate Program • 2% on GSA Claims • On-line Claim Process, Manage Your Money

  30. Creating Opportunities • Federal Sources Inc. • Gov Information Services and Consulting • Sales Leads Through RFP Qualification • Security, Content Creation, Display, VC, Data Storage • Key Contact Lists for Direct Marketing • Command and Control, Flight Simulation Locations • Competitive Research and Analysis • GSA Prices for Competitive Products • Unlimited Research Helpdesk Function • Support for Resellers Events, Mailings, etc. • Contact Dave Johnson for Research Requests

  31. Review Who’s Doing What

  32. fini

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