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Thomas Hannah's recent articles
Klipsch enhance their glamorous image by getting fans to proudly show off their products
by Tom Hannah on 26th July 2012
By getting their own social media community to post pictures of their “sweet” set-ups, Klipsch get fans “drooling” over its luxury products and effectively engage consumers with the “cool” and “aspirational” aspects of the brand.
Klipsch “Keepers of the Sound”, a high-end manufacturer of sound equipment, recently asked its Facebook community to send in pictures of their Home Theatre set-ups. Klipsch then post their favourites on the Facebook wall, some of which are pretty spectacular.
It can often be difficult for electronics brands to engage effectively and positively in social. However, WaveMetrix human analysis shows that the Klipsch initiative successfully creates positive engagement with the brand. Moreover, it further aligns the community with a “cool” and “aspirational” brand image, as consumers comment on the “awesome” setups of others and say they “dream” of owning the equipment “one day”.
The majority compliment the “amazingly cool” set ups of their fellow Klipsch fans:
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- Almost half wax lyrical about the “awesome” and “sweet” systems of others: They also highlight Klipsch as an “aspirational” brand, saying they “dream” of having Klipsch one day
- The Facebook initiative also leads to a perception of Klipsch as “expert”: Consumers say Klipsch is the “best” or “better” than others and that their speakers are “beautiful”
Consumers talk very positively about the “cool Klipsch” speakers which they would “love”:
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