Bang & Olufsen has long been synonymous with impeccable design and premium audio experiences. Their design remains of high quality and distinct apparent.
Besides having an innovative spirit, what else have they done right?
Immersive Digital Showrooms
Bang & Olufsen creates lifelike 3D renderings of their products, allowing customers to explore them in intricate detail. The design team definitely knows what they are doing. They understand each product’s target user’s lifestyle, showcasing how the product would look in the right scenario. This allows customers to visualize how the product would look in their own homes, or in the case of headphones, on their heads. They make you want to keep scrolling, and I know I kept scrolling.
This experiential approach bridges the gap between online and offline, allowing customers to engage with the product in a way that actually connects to how they might use it.
Storytelling Through Content
Rather than rely solely on product features and specifications, Bang & Olufsen has mastered the art of leveraging visuals to convey their narrative through their digital content.
Their website, social media channels, and branded videos don’t just highlight technical capabilities – each piece of content is meticulously crafted to evoke emotions, ignite aspirations, and showcase the transformative power of their products. They tap into the customers’ lifestyles and values that inspire the brand’s design philosophy.
“Equally calming and captivating, Northern Sky Turquoise offers more than a limited color scheme. It’s a tribute to those fleeting yet unforgettable moments – where beauty transcends understanding.” – this is one of their posts on LinkedIn.
I bet you a cup of coffee that 90% of brands would say something like “This product offers a limited color scheme, premium material, and unforgettable sound experience.” Adding an emotional touch makes all the difference.
Think of it this way: what does this color scheme remind your customer of? How would this premium material fit in their home? How does this product reflect their lifestyle? Think of a way to incorporate these elements into your content.
Transparency and Authenticity
To Bang & Olufsen, nothing is too small to share. They share their company culture, the team, events they attend, sustainability initiatives, collaborations, new store openings, reports, awards, and of course, new product releases. People love transparency; they want to know what the company/brand is up to. Selling products doesn’t build connections, sharing stories does.
Personalized Omnichannel Experiences
Personalized products and designer clothes, people love that stuff. Bang & Olufsen seamlessly integrates their digital and physical touchpoints, delivering a cohesive brand experience across all channels. Customers can explore products online, book in-store demos, and even complete purchases through a unified, personalized journey (as I’ve read online, since I don’t currently own one of their products – do you have any purchasing experience with them that you’d like to share?). By breaking down silos, the brand ensures a frictionless experience that keeps customers engaged at every step.
Personalization and customer engagement are fundamental aspects of digital marketing strategies, as they play a crucial role in enhancing the overall customer experience, driving conversions, and fostering long-term loyalty.
These are only the tip of the iceberg of Bang & Olufsen’s digital marketing playbook. The key lies in blending impeccable design, compelling storytelling, and seamless omnichannel integration – a formula that has propelled Bang & Olufsen to the forefront of the industry. If we want to elevate our digital marketing, we could perhaps start here.