Driving consumer loyalty means thinking about everything from online to instore, with the perspective of a customer. JBL, a brand known to be a luxury lifestyle brand that produces high quality sound technology, is reaching its customers with a unique program called Cue the Collab. Leveraging its partnership with The Grammys, Cue the Collab is a year-long opportunity for consumers to audition to become the next emerging artist.
Providing high quality production from top talent such as Grammy-nominated producer, Street Symphony, applicants have a chance to record and upload an original song to enter the competition. Selected finalists will attend the 4th annual JBL Festival, a music festival with past performances from Run DMC and Khalid. With the possibility of brand ambassadors such as musical icon, Quincy Jones and Cleveland Cavaliers power forward, Andre Drummond being in attendance to select the final winner.
From JBL’s perspective, this is an ongoing opportunity to captivate their customers as well as to collaborate with their retail partners to provide interactive experiences on and offline. Launching at Coachella this April, Cue the Collab is a true collaboration concept with retailers including Target, Walmart, Amazon, BestBuy, BrandSmart, Verizon, AT&T, Sprint, and more. As well as an opportunity to work with minority owned businesses and the office of diversity & inclusion for brands.
Finding new ways to stay connected with customers they reach, Cue the Collab plans to maintain the relationship by providing ongoing content throughout the program. This content will be music industry related advice such tips on what it takes to record a track, best products for sound and more. “Which is why our brand within JBL makes sense for this Cue to Collab partnership,” states Britton. Diversity and inclusion helps brands connect with consumers on a deeper, more meaningful level.
This will mean celebrating women-owned and minority-owned businesses as retail partners so that their partnerships reflect the interests and diversity of their consumer base. “For example at Target, we could leverage a potential brand ambassador like Summerella, an amazing artist but still in her right, emerging. We could leverage The Lip Bar which is owned by an African American woman sold in an exclusive amount of Target stores and cross merchandise from beauty to music,” says Britton.
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