B&H: Out-of-Home
The Story:
B&H Photo and Video, at the time a small photography and consumer electronics retail store, was looking to raise their profile in the face of growing competition of big box and multi-location electronic retailers. Their retail competition was outspending them in advertising by more than 8 to 1.
After a year of interviewing ad agencies and media firms, B&H met with and hired Furman Roth with the hope that our unique angle on advertising would help take their brand to new heights.
With B&H’s primary competition using print and television, our strategy of using radio as their lead media was a perfect fit. With radio’s vast reach, and subsequently building out our campaign to strategically placed large format street and out-of-home media, we achieved almost instant success.
The Outcome:
Within the first four months, B&H in-store sales achieved double-digit growth, and radio has been a 52 week per year campaign for B&H ever since. Fast-forward 10 years, and B&H has become the largest single location camera retailer in the country.
Campaign Elements
MULTI-AWARD WINNING CAMPAIGNS & COMMERCIALS
BRANDED CONTENT SEGMENTS
CO-BRANDED PROMOTIONS
LEVERAGING RADIO STATIONS' SOCIAL AND EMAIL MARKETING ASSETS
CREATING THE UBIQUITOUS TAGLINE “YOU GO TO B&H”
The Most Loyal Following in New York:
During our relationship with B&H, we realized that their customers were more than loyal—customers were so genuinely satisfied that it was hard to get them to stop talking about the B&H experience. So we broke out some microphones and conducted interviews in which we got the crux of the B&H brand and what makes the shopping experience so unique.
