Recent Marketing and Communication Strategies by Shure

Marketing and Communication Strategies by Shure

 

figure 1, pulsarmedia

Recently years, Shure are always dedicated in making  new communication and marketing plans.

In order to developing and implementing a social content strategy to grow its fan base and increase social engagement across a wide range of industies, Shure has selected Allen & Gerritsen (a&g) to guide its social strategy. 

"Allen & gerritsen, with offices in Boston and Philadelphia, will be responsible for helping the Americas business unit of Shure develop and implement a social content strategy to grow its fan base and increase social engagement across a wide range of industries" (Faw, 2014).

Although it is the first social agency Shure cooperate with, it is not challenging and tough. According to Stephen Kohler, the senior director of marketing for the Americas business unit, said “It was almost as if they had been in the room with us all along – they knew our business and our challenges as well. We knew immediately that they were the right partner for us” (Faw, 2014).

In our view, A&G would be a perfect partner for Shure. As the global leader in design and manufacture of audio electronics, including headphones, Shure has to increase its brand images in order to gaining more market share, indeed, this is what A&G experts in. A&G could sparks and facilitate poweful conversations between customers and brands, in this way, it could help Shure that offering a closer relationship with consumers, "and constantly find new ways for brands to engage with their audiences in ways they never could have imagined"(n.d.). 

figure 2, Allen & Gerritsen

In addition, based on the concept and principle of Allen & Gerritsen, it supposes that inventiveness is the new creativity. "Creativity was king when advertising was simply the intersection of art and commerce. Today, advertising must live at a more dynamic intersection—one formed by roadways built on data. Analytics. Technology. Business strategy. And creativity" (n.d.). 

On the other hand, as the major headphone competitor of Shure, Beasts has already joined Allen & Gerritsen groups, and the roster of its brands includes Blue Cross Blue Shield of Massachusetts, Boston Celtics, Bright Horizons Family Solutions, City Year, Comcast XFINITY, Dietz & Watson, Friendly's, Monistat, e.p.t, Toyota Materials Handling, Sesame Workshop, SHURE, STAPLES Advantage, Sunoco, Toy State, Villanova University, & Waters. Almost all of those brands mentioned above are quite famous and influenced. 

What's more, as we mentioned previewsly, Shure incorporated opens new sales and office in Miami at the beginning of 2014.

figure 3, Shure

In order to controlling  America market more, even for Lation America, Shure decided to establish this department in Miami. "Latin America is a strategic region for the development of Shure business overseas" (Niles, 2014).

"Shure Associates in the Miami office will work directly with existing and potential distribution centers, dealers, partners and key users in Latin America, providing faster and more personalized service and support. The new office includes business development, sales, marketing communications, artist relations and market development teams" (Niles, 2014).

figure 4, Shure

Those behavios, no matter cooperate with A&G or set up a new department, are absolutely the signal for future development.












References

Niles. (2014, Jan 20). Shure Incorporated Opens Sales and Marketing Office in Miami. Shure. Retrieved from http://www.shure.com/americas/news-events/press-                     releases/shure-incorporated-opens-sales-and-marketing-office-in-miami

(n.d.). Allen & Gerritsen. Retrieved from https://www.linkedin.com/company/allen-and-gerritsen

Faw, L. (2014, June 30). Shure Selects Allen & Gerritsen To Guide Social Strategy. MediaPost. Retrieved from http://www.mediapost.com/publications/article/229040/shure-selects-allen-gerritsen-to-guide-social-st.html