How Sony stayed the premier brand for brand loyalists

Case Study


The consumer electronics space is noisy. To be successful in today’s crowded consumer electronics space, marketers need create memorable customer experiences across every customer interaction. We were enlisted to help Sony generate consumer buzz around its products, and then translate that into long-term loyalty in a way that drives growth and profitability.


Utilizing data and predictive modeling, Sony and Harte Hanks developed an integrated marketing campaign, using key elements like direct mail to drive web traffic and emails to deliver the right product information at the right time. Catalog drops and freestanding inserts also contributed to a more engaging and profitable consumer experience.

By delivering just the right product information at the right time, Sony significantly improved its sell-through and product registrations, cross sales, conversion rates, and customer satisfaction.

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