Press Releases 
ZAG Marketing Rolls out the Red Carpet for Year 2 of The JVC Perfect Experience Road Tour
JVC Uses “The V.I.P. Treatment” To Train Sales People & Educate Consumers on Its New Products
Gillette, New Jersey, USA, June 30, 2006 —JVC Company of America, Inc. is hitting the road once again this summer for its second annual Perfect Experience Road Tour. Developed and managed by ZAG Marketing, this 90 day, nationwide mobile marketing tour combines dealer salesperson training with consumer education and awareness featuring two of JVC’s latest product innovations. “The JVC Perfect Experience Road Tour 2006”, consists of two teams traveling simultaneously in 45’, customized tour buses to consumer electronics retailers nationwide. The buses have been transformed into beautiful, customized, mobile training facilities and also provide the backdrop for large consumer experiences on weekends.
According to Karl Bearnarth, VP of Marketing for JVC, “Last year was our first try at bringing training directly to the dealer’s doorstep, and it was very effective. So with our dealers’ encouragement, we’re bringing it back this year with an even more aggressive schedule that will allow us to visit even more stores for trainings and consumer events.”
Conducting up to 10 store trainings each day, JVC’s Road Tour visits hundreds of JVC dealers throughout the continental U.S. touting its newest line of Everio hard-disk camcorders, as well as its HD-ILA rear projection high definition TV’s. The JVC tour buses pull right up to the front doors of key retailers, roll out the branded, red carpet and velvet roped stanchions, and invite sales associates inside for a VIP training experience they’ll never forget. Inside the plush, rock-star surroundings of the buses, sales associates get revved up by trained JVC product specialists as they get hands-on with the products. Once they’ve completed their training, they’ll receive an official training certificate and gift for their participation. As a result, thousands of sales people will receive the type of interactive, high-impact training they’ll need to accurately and enthusiastically communicate the HD-ILA and Everio product features and benefits to their customers.
The Tour’s first priority is to educate and excite the sales associates who engage with consumers every day and talk to them about the lifestyle benefits of the products. “This program isn’t just about communicating the technical information; it’s about reinforcing the lifestyle benefits of these products so that sales associates can better connect with consumers needs”, says ZAG’s President, Jon Lesser. In addition to performing multiple dealer salesperson trainings each day, the JVC teams also set up an eye-catching, fully branded pavilion containing an interactive consumer experience, at select stores. Designed to attract and educate store patrons and passersby, each consumer experience consists of a 20’ x 40’ tented area which contains two distinct rooms.
Consumers can enjoy their favorite high definition films and learn more about HD-ILA technology in the cozy surroundings of the HD-ILA Home Theater room. After that, they can walk next door to the Everio Camcorder Studio to experience the entire Everio line of hard disk camcorders while JVC experts show them how to capture still and video images and edit on site.
The pavilion is designed so that JVC product specialists can talk with consumers about their specific needs and product experiences and answer their questions in an uncluttered, casual environment. Once consumers have experienced the products in this setting, they can then choose to purchase the featured JVC products inside each store.
According to Lesser, “the tour is highly strategic in that we’ve addressed all of the typical challenges of training these dealers by bringing a unique, first class experience directly to them, in their own parking lots and at no cost. Not only are we communicating the information in a clear and precise manner, we’re also getting sales people charged up about how amazing these products are so that their enthusiasm will translate to the sales floor.”
ZAG Marketing is an event-based marketing company specializing in the creation and implementation of live one-to-one consumer and trade experiences for top consumer products and service companies. ZAG has developed, executed and managed nationwide mobile marketing and sampling promotions for various clients including Atari, Campbell’s, JVC, La-Z-Boy, Leap Frog, Pfizer and Prestige Brands.
The JVC Perfect Experience Road Tour 2006 runs from late June through mid September.